Tracking & Attribution Terms

The end-to-end measurement of affiliate-driven activity from initial click through registration, deposit, and ongoing user revenue, supporting attribution, commission calculation, and fraud detection.

A server-to-server conversion tracking method where the operator backend notifies the affiliate platform of a conversion via an HTTP request keyed by a stored click ID, avoiding reliance on browser cookies or pixels.

A tracking pattern that moves conversion pixels from the browser to the operator's own server, improving privacy-law compliance, ad-blocker resistance, data control, and downstream postback orchestration.

The practice of assigning conversion credit across marketing channels using models such as first-click, last-click, linear, time-decay, position-based, or data-driven, with direct implications for how affiliates are compensated.

A server-to-server endpoint to which the operator posts conversion events such as registration, FTD, qualified trade, or challenge purchase, allowing the affiliate platform to record conversions without relying on the user's browser.

A postback is a server-to-server HTTP callback confirming a conversion event like a registration, FTD, or purchase. Unaffected by ad blockers or cookies.

Cookie duration is the length of time a browser cookie remains active after a user clicks an affiliate link. If the user converts within this window, the affiliate receives credit for the referral. Typical durations range from 30 to 90 days depending on the vertical and program.

A performance metric that measures the average earnings generated per click on an affiliate link, used to evaluate the profitability of affiliate traffic.

The defined time period after a user clicks an affiliate link during which any qualifying conversion is credited to the referring affiliate.

The total revenue or profit a business expects to generate from a single customer over the entire duration of their relationship, used to evaluate affiliate traffic quality and optimize commission structures.

An affiliate tracking method that sends referred users directly to a specific page (such as a game, product, or landing page) rather than the homepage, while maintaining attribution.

The percentage of clicks or visitors that complete a desired action, such as making a first deposit, opening an account, or purchasing a trading challenge.

An attribution method that ties conversions to specific affiliates through unique promotional codes rather than traditional tracking links.

S2S tracking records affiliate conversions server-to-server, bypassing the browser. Unaffected by ad blockers or cookie restrictions.

Pixel tracking uses a small image tag or JavaScript snippet embedded on a conversion page to notify the tracking platform when a user completes a qualifying action. The pixel fires in the user's browser, sending conversion data back to the tracking server for affiliate attribution.

Two attribution models that determine which affiliate receives credit for a conversion. First-click credits the partner who initially referred the user, while last-click credits the partner whose link was clicked most recently before conversion.

CTR (Click-Through Rate) is the percentage of users who click on an affiliate link or ad out of the total number of impressions, used to measure the effectiveness of creatives and traffic sources.

A smart link is a single tracking link that automatically routes users to the most relevant offer or landing page based on parameters like geographic location, device type, or other predefined rules.

A Sub ID is an additional tracking parameter appended to an affiliate link that allows affiliates to identify specific traffic sources, campaigns, or placements within their overall referral activity.

Multi-touch attribution is a measurement approach that distributes conversion credit across multiple affiliate touchpoints in the customer journey, rather than assigning all credit to a single first or last click.

Link cloaking is the practice of replacing long, complex affiliate tracking URLs with shorter, branded, or clean URLs that hide the underlying tracking parameters from the end user.

An API integration is a programmatic connection between an affiliate management platform and external systems -- such as CRMs, trading platforms, payment processors, and reporting tools -- that enables automated data exchange without manual intervention.

An impression is a single instance of an advertisement, banner, or affiliate link being displayed to a user, counted regardless of whether the user interacts with or clicks the content.

A click ID is a unique identifier generated for each click on an affiliate tracking link, serving as the key that connects an initial click event to downstream conversions for attribution purposes.

A webhook is an HTTP callback that sends real-time event notifications from one system to another when a specified event occurs, enabling automated data exchange between platforms without polling.

A tracking token is a parameter appended to an affiliate URL that carries attribution data -- such as affiliate ID, campaign, and creative -- through the conversion journey for accurate attribution.

Direct linking is an affiliate promotion method where traffic is sent straight to the advertiser's landing page with tracking parameters appended, bypassing any intermediary affiliate landing page.

Cross-device tracking is the process of identifying and connecting a single user's activity across multiple devices -- such as mobile, desktop, and tablet -- so that conversions can be attributed accurately regardless of where the final action occurs. It addresses the gap that arises when a user clicks an affiliate link on one device but converts on another.

View-through attribution is a tracking method that credits a conversion to an ad [impression](/glossary/impression) even when the user did not click on the ad. If a user sees a display or video ad and later converts within a defined attribution window, the conversion is attributed to that impression rather than treated as organic or unattributed traffic.

UTM parameters are standardized URL query strings -- utm_source, utm_medium, utm_campaign, utm_term, and utm_content -- appended to links to identify the traffic source, marketing channel, and campaign that drove a visit. Analytics platforms read these parameters to attribute traffic and conversions to specific marketing efforts.

A conversion pixel is a small snippet of code -- typically a 1x1 transparent image tag or JavaScript call -- placed on a confirmation or thank-you page that fires an HTTP request to the tracking server when a user completes a qualifying action. This request triggers the attribution process, linking the conversion back to the affiliate or campaign that referred the user.

Live dealer tracking refers to the attribution and performance measurement of affiliate-referred players who engage with live casino games. It involves tracking player activity across live dealer tables (blackjack, roulette, baccarat) and attributing the resulting revenue to the correct affiliate partner.

Virtual currency tracking is the process of attributing virtual currency purchase events to affiliate referrals for commission calculation in sweepstakes casino affiliate programs.

S2S tracking sends conversion data server-to-server via postbacks. Pixel tracking fires a browser-based snippet on conversion pages. S2S is more reliable; pixel depends on the user's browser.

Affiliate KPIs are measurable metrics used to evaluate partner performance, including conversion rate, EPC, player value, and ROI.

Software that records clicks, conversions, and commissions across affiliate marketing campaigns using server-side or pixel-based methods.

Deposit tracking is the process of recording and attributing player deposits to the affiliate or partner who originally referred that player.

Fingerprint tracking identifies users by collecting device, browser, and system attributes to create a unique profile, enabling attribution without relying on cookies.

First-party data is information collected directly by an operator from its own users and systems, used for attribution and tracking without relying on third-party cookies.

Affiliate attribution is the process of identifying which affiliate or partner action led to a conversion, determining who earns the commission for a specific customer action.

Mobile tracking is the process of attributing affiliate-driven conversions that occur on mobile devices or within native apps, using methods adapted for mobile environments.

Conversion tracking is the technical process of recording when a referred user completes a defined action, such as a deposit or purchase, and linking it to the referring affiliate.

Cookieless tracking attributes conversions without relying on browser cookies, using methods like server-to-server calls, first-party data, or fingerprinting.

Cross-product attribution tracks and assigns credit to affiliates when a referred player engages across multiple products like casino and sportsbook.

Data-driven attribution uses statistical modelling across actual conversion path data to assign credit to each touchpoint, rather than applying a fixed rule like first-click or last-click.

Incrementality testing measures whether an affiliate or marketing channel drives conversions that would not have occurred without that channel's influence.

A traffic source is the channel or medium through which an affiliate drives visitors to an operator, such as SEO, paid ads, or social media.

FTD rate is the percentage of referred users who complete a first-time deposit, measuring how effectively affiliate traffic converts into depositing players.

Cookie tracking uses browser cookies to attribute conversions, while cookieless tracking relies on server-side methods like S2S postbacks and fingerprinting.

Affiliate cohort analysis groups referred users by acquisition date or source to measure how revenue, retention, and LTV develop over time for each affiliate partner.

Affiliate link rotation distributes incoming traffic across multiple destination URLs or offers based on rules like weight, geography, or device, optimizing conversion rates.

An affiliate data feed is an automated, structured data export that delivers real-time or scheduled performance metrics, conversion data, and campaign information to affiliates or third-party platforms.

Deposit verification is the process of confirming that a player or trader deposit is genuine and meets qualification criteria before triggering affiliate commission attribution.

Crypto wallet tracking is the process of attributing cryptocurrency deposits and withdrawals to specific affiliate referrals for accurate commission calculations.

Postback testing is the process of verifying that server-to-server conversion notifications fire correctly before an affiliate program goes live.

Affiliate traffic mix is the combination of traffic sources — organic search, paid media, social, email, and content — that an affiliate uses to drive conversions.