Affiliate marketing glossary

128 terms explained in plain English.

80/20 rule (Pareto)Partners & publishers

A small share of partners usually drives most of the revenue.

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ActivationPartners & publishers

Getting a joined partner to actually start promoting you.

Active partner ratePartners & publishers

Share of joined partners who generated at least one click or sale in a period.

Ad blockerTracking & tech

Browser software that can block tracking scripts and links.

Advertiser / Merchant / BrandPartners & publishers

The company running the affiliate program and paying commission.

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Advertiser ID / MIDMerchant IDIndustry & platforms

The unique ID a network assigns to your program.

Affiliate / Publisher / PartnerPartners & publishers

A person or business that promotes your brand and earns when it works.

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Affiliate link / Tracking linkTracking & tech

A unique URL that identifies the partner who sent the visitor.

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Affiliate manager / AMPartners & publishers

The person who recruits, supports and polices partners.

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Affiliate networkIndustry & platforms

A marketplace that connects brands and publishers and handles tracking and payments, e.g. CJ, Awin, Rakuten.

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Affiliate programProgram & legal

Your structured offer to partners: what you pay, for what, and under which rules.

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Ambassador programPartners & publishers

Ongoing relationships with loyal fans or creators, often with perks plus commission.

AOVAverage Order ValueMetrics & money

The average amount a customer spends per order.

Revenue ÷ Number of orders

Why it matters: Partners who drive higher AOV can justify higher commission rates.

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APIApplication Programming InterfaceTracking & tech

A way for software to exchange data automatically, e.g. pulling reports into your dashboard.

Approval / Auto-approveProgram & legal

Whether you review each partner application by hand or accept everyone.

ASA / CAP codeProgram & legal

UK advertising rules, including that affiliate content is labelled as an ad.

AttributionTracking & tech

The rules deciding which partner or channel gets credit for a sale.

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B2B / Strategic partnerPartners & publishers

Businesses that refer customers to you, such as software integrations or consultants.

BenchmarkIndustry & platforms

Typical industry figures to compare your commission, cookie length or conversion rate against.

Brand bidding / PPC policyProgram & legal

Rules on whether partners may bid on your brand name in search ads.

Why it matters: Unchecked, partners may buy your own branded clicks and charge you commission.

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Break-even CPAMetrics & money

The highest you can pay per sale before losing money.

AOV × Gross margin %

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CACCustomer Acquisition CostMetrics & money

What it costs on average to win one new customer.

Total acquisition spend ÷ New customers

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Cashback / Loyalty sitePartners & publishers

Pays members part of the commission back for shopping through it, e.g. Rakuten, TopCashback.

Channel de-duplication / Paid-search overrideTracking & tech

A rule that stops affiliate commission when another paid channel was the last click.

Click fraudTracking & tech

Fake or bot clicks generated to inflate numbers.

Click IDTracking & tech

A unique identifier attached to each click, used to match it to a conversion.

Code of conductProgram & legal

A clear list of what partners may and may not do when promoting you.

Commission adjustmentProgram & legal

A manual change to a commission after the fact, e.g. a bonus or correction.

Commission rateMetrics & money

The percentage or flat fee you pay a partner for each qualifying action.

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Compliance monitoringProgram & legal

Checking that partners follow your rules on ads, claims and codes.

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Consent banner / CMPConsent Management PlatformProgram & legal

The tool that records visitor consent for cookies; can affect tracking.

Content / Editorial publisherPartners & publishers

Blogs, review sites and media outlets that write about products.

Conversion API / CAPITracking & tech

A server-side method for sending conversion data to a platform.

Conversion rate (CR)Metrics & money

The share of clicks that turn into the desired action.

Conversions ÷ Clicks × 100

Learn more in the course →

CookieTracking & tech

A small file stored in the browser that remembers which partner referred the visitor.

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Cookie stuffingTracking & tech

Fraud where a site drops affiliate cookies without the user clicking, to steal credit.

Why it matters: Watch for partners with huge sales and almost no clicks.

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Cookie window / Cookie duration / RDReturn DaysTracking & tech

How long after a click a partner can still earn credit for a sale.

Why it matters: Typical windows are 7–30 days; longer windows attract publishers but can overpay.

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Coupon / Voucher sitePartners & publishers

Lists discount codes; often converts strongly at checkout but may be less incremental.

Coupon code trackingTracking & tech

Assigning a unique code to a partner so sales are credited even without a click.

Coupon leakageProgram & legal

Codes meant for one audience spreading to coupon sites that take credit.

CPACost Per Acquisition / ActionMetrics & money

You pay a partner a set fee each time a defined action happens — usually a sale.

Why it matters: The default affiliate model: you only pay for results.

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CPCCost Per ClickMetrics & money

You pay for every click a partner sends, regardless of whether it converts.

Why it matters: Rare in affiliate because the risk sits with the brand.

CPICost Per InstallMetrics & money

A fee paid for each app install, common in mobile app programs.

CPLCost Per LeadMetrics & money

You pay for each qualified lead, such as a form fill or trial signup.

Why it matters: Define "qualified" precisely in your terms or you will pay for junk leads.

Learn more in the course →

CPMCost Per MilleMetrics & money

Cost per thousand ad impressions.

Cost ÷ Impressions × 1,000

CPSCost Per SaleMetrics & money

A CPA model where the action is a completed sale, often a percentage of the order.

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Creative assetsPartners & publishers

Banners, logos, product images and copy you give partners to use.

Cross-device trackingTracking & tech

Connecting a click on one device to a purchase on another.

CSSComparison Shopping ServicePartners & publishers

Sites that compare products and prices, including Google Shopping CSS partners in Europe.

CTRClick-Through RateMetrics & money

The share of people who saw a link or ad and clicked it.

Clicks ÷ Impressions × 100

Deal sitePartners & publishers

Curates limited-time discounts and offers.

DeduplicationTracking & tech

Removing duplicate credit when several channels claim the same sale.

Why it matters: Without it you may pay an affiliate and Google Ads for one order.

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Deep linkTracking & tech

A tracking link that goes straight to a specific product page, not just the homepage.

Direct linkingProgram & legal

Partner search ads that point straight to your site through a tracking link; often banned.

Email / Newsletter publisherPartners & publishers

Partners who promote you to their email lists.

EPCEarnings Per ClickMetrics & money

How much a partner earns, on average, for each click they send you.

Total commissions ÷ Clicks (often shown per 100 clicks)

Why it matters: Publishers compare programs by EPC — a low one makes recruiting hard.

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Exclusive / Unique codesProgram & legal

Discount codes created for one partner only, so leakage is easy to trace.

Exclusivity clauseProgram & legal

A contract term preventing you or a partner from working with competitors.

FingerprintingTracking & tech

Identifying a device from its settings rather than a cookie; legally sensitive in many regions.

First-click attributionTracking & tech

The first partner that introduced the customer gets the credit.

First-party cookieTracking & tech

A cookie set by your own domain; much less likely to be blocked by browsers.

Flat fee / BountyMetrics & money

A fixed amount paid per action, e.g. $50 per new subscriber.

FTC disclosureProgram & legal

U.S. rules requiring partners to clearly tell readers they earn from links.

Why it matters: You can be held responsible for partner misrepresentation.

GDPR / CCPAProgram & legal

EU and California privacy laws affecting cookies, consent and tracking.

Gross vs. net salesMetrics & money

Gross includes everything ordered; net removes returns, cancellations, tax and shipping.

Why it matters: Pay commission on net sales.

Hybrid commissionMetrics & money

A mix of a flat fee and a percentage, or a placement fee plus CPA.

In-house programPartners & publishers

An affiliate program run by your own staff.

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IncrementalityMetrics & money

Sales that would not have happened without the partner.

Why it matters: The real question behind every commission: did this partner create the sale, or just touch it?

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Influencer / CreatorPartners & publishers

Social media personalities promoting products to their followers.

IOInsertion OrderProgram & legal

A signed agreement for a specific paid placement or campaign, listing price and dates.

ITPIntelligent Tracking PreventionTracking & tech

Apple Safari's privacy feature that limits cookie lifespan and blocks third-party cookies.

Why it matters: A big reason for missing sales — use first-party or server-side tracking.

Landing pageTracking & tech

The page a visitor arrives on after clicking a partner's link.

Last-click attributionTracking & tech

The final partner clicked before the purchase gets 100% of the credit.

Why it matters: Industry default; tends to favour coupon and cashback sites.

Link cloakingTracking & tech

Disguising a long affiliate URL behind a short, clean one.

Locking period / Validation periodMetrics & money

The window in which you review and can reverse a commission before it becomes payable.

Learn more in the course →

LTV / CLVLifetime Value / Customer Lifetime ValueMetrics & money

Total revenue (or profit) a customer brings over their whole relationship with you.

Why it matters: Knowing LTV tells you how much commission you can safely pay.

Learn more in the course →

MarginMetrics & money

Profit left after the cost of goods; caps what commission you can afford.

Marketplace / DiscoveryIndustry & platforms

The network's directory where publishers browse and apply to programs.

Media buyerPartners & publishers

A partner who buys ads (social, native, search) to send paid traffic to you.

Media kit / Rate cardPartners & publishers

A publisher's document describing audience, reach and placement prices.

MERMarketing Efficiency RatioMetrics & money

Total revenue divided by total marketing spend across all channels.

Why it matters: A sanity check against channels that each claim the same sale.

Monthly minimumIndustry & platforms

A minimum monthly fee charged even if commissions are low.

MSAMaster Services AgreementProgram & legal

The overarching contract with a network or agency.

Multi-touch attribution (MTA)Tracking & tech

Credit is split across several partners or channels in the customer's path.

Negative keywordsProgram & legal

Terms partners must exclude from their search campaigns.

Network override / Network feeIndustry & platforms

A percentage the network adds on top of each commission you pay.

Why it matters: Often 20–30% on top — include it in your cost calculations.

Learn more in the course →

New vs. returning customer rateMetrics & money

Different commission rates for first-time buyers and existing customers.

Why it matters: A common way to stop paying full price for customers you already had.

Nexus taxProgram & legal

U.S. state rules that can create sales-tax obligations from having in-state affiliates.

OPMOutsourced Program ManagerPartners & publishers

An agency hired to run your affiliate program for you.

Why it matters: Compare retainer vs. percentage-of-revenue pricing carefully.

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Partner marketingIndustry & platforms

The broader category including affiliates, influencers, referrals and B2B partners.

Partner newsletterPartners & publishers

Regular updates to partners about promotions, codes and changes.

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Partner tieringPartners & publishers

Grouping partners by value so you can give the best ones more support and rates.

Learn more in the course →

Payment terms (Net 30 etc.)Metrics & money

How many days after validation a partner is paid.

Payout thresholdMetrics & money

The minimum earnings a partner must reach before they get paid.

Performance bonusMetrics & money

An extra one-off payment for hitting a target, such as $1,000 at 200 sales in a month.

Performance marketingIndustry & platforms

Any marketing where you pay based on measurable outcomes.

Pixel trackingTracking & tech

A small piece of code on your confirmation page that fires when a sale completes.

Placement fee / Flat fee placementMetrics & money

An upfront fee a publisher charges for guaranteed exposure — a newsletter slot or homepage feature.

Why it matters: Ask for past performance data before paying; this breaks the pay-for-results model.

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Private / Direct programIndustry & platforms

A program run on your own tracking software without a public network.

Product feed / DatafeedTracking & tech

A file of your products, prices and links that partners use to build content and shopping tools.

Program terms / T&CsProgram & legal

The written rules partners agree to when they join.

Learn more in the course →

Publisher ID / PIDIndustry & platforms

The unique ID a network assigns to each partner.

RecruitmentPartners & publishers

Finding and signing new partners who fit your brand.

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RedirectTracking & tech

The quick hop through the network's server that records the click before landing on your site.

Referral programPartners & publishers

Existing customers rewarded for referring friends; related to but separate from affiliate.

RetainerIndustry & platforms

A fixed monthly fee paid to an agency for managing your program.

Retargeting / Cart-abandonment partnerPartners & publishers

Partners who re-engage visitors who left without buying.

Why it matters: Often low incrementality — test carefully.

Reversal / VoidMetrics & money

Cancelling a commission because the order was returned, fraudulent, or broke program rules.

RevShareRevenue ShareMetrics & money

Partner earns an ongoing percentage of the revenue a referred customer generates.

Why it matters: Common for subscriptions and SaaS; can be lifetime or time-limited.

ROASReturn On Ad SpendMetrics & money

Revenue generated for every dollar spent on the channel.

Revenue ÷ Total program cost

Learn more in the course →

ROIReturn On InvestmentMetrics & money

Profit relative to cost, after accounting for margins.

(Profit − Cost) ÷ Cost × 100

S2S / PostbackServer-to-Server trackingTracking & tech

Your server tells the network about a conversion directly, without relying on browser cookies.

Why it matters: The most reliable tracking today — ask any network if they support it.

Learn more in the course →

SaaS platform / Partnership platformIndustry & platforms

Software you license to run your own program, e.g. Impact or PartnerStack.

Seasonality / Q4Industry & platforms

Predictable peaks in demand, especially Black Friday through holidays.

Learn more in the course →

Setup feeIndustry & platforms

A one-off fee to launch on a network or platform.

Sub-network / Sub-affiliate networkPartners & publishers

A company that aggregates many small publishers, e.g. Skimlinks or Sovrn.

Why it matters: Ask for visibility into which sites actually send traffic.

SubID / Sub-trackingTracking & tech

Extra tags a partner adds to links to see which page or placement drove a sale.

Super-affiliatePartners & publishers

A single partner producing a very large share of program revenue.

TenancyMetrics & money

A paid placement held for a set period, such as a 'best of' list position for a month.

Third-party cookieTracking & tech

A cookie set by another domain such as a network; increasingly blocked.

Tiered commissionMetrics & money

Commission that rises as a partner hits higher sales volumes in a period.

Why it matters: Rewards your best partners without overpaying small ones.

Learn more in the course →

TM+ / Trademark plusProgram & legal

Search ads using your brand name plus another word, like "Brand coupon". Usually restricted.

Toolbar / Browser extensionTracking & tech

Software that can pop up offers or auto-apply codes at checkout — sometimes taking last-click credit.

Tracking tag / Container tagTracking & tech

Code installed on your site (often via a tag manager) that records visits and sales.

TyposquattingTracking & tech

Registering misspellings of your domain to intercept traffic and claim commission.

UTM parametersTracking & tech

Tags added to URLs so analytics tools know where traffic came from.

W-9 / W-8BEN / 1099Program & legal

U.S. tax forms collected from partners and issued for their earnings.

Whitelist / BlocklistProgram & legal

Approved and banned partners, domains or traffic sources.