Affiliate Marketing Terms Explained: Complete Beginner Glossary

What’s the one affiliate marketing term that’s been silently judging you from a dashboard?

Affiliate Marketing Terms Explained: Complete Beginner Glossary

You’re staring at your affiliate platform, the abbreviations look like a bowl of alphabet soup, and meanwhile your brain is busy pretending it remembers what EPC means. You’re not alone. Affiliate marketing did not come with a decoder ring, which is unfortunate because that would have been both helpful and fashionable. Consider this your friendly, plain-English glossary—with just enough cheek to keep the lights on—as you learn your way through every term that actually matters.

This guide is designed for you to skim, reference, and return to whenever someone throws a “postback” into a message like it’s a casual word people say at brunch. Use it to understand core roles, payment models, tracking, metrics, policies, and the small details that quietly decide whether you get paid—or not.

How to Use This Glossary

You’ll find short explanations, examples, and “what you should remember” notes. You’ll also see tables when a quick side-by-side really helps your brain unclench. If you’re brand new, start with the roles and the basic models. If you’ve already been running a campaign or two, head straight to tracking and metrics.

Pro tip: any time you see a formula or an acronym you don’t use yet, write it on a sticky note and keep it near your keyboard. It’s less embarrassing than pretending you always knew.

The Core Players: Who’s Who and What You Do

You’ll encounter the same characters again and again. Here’s who they are and what they mean for you.

Term	What It Means	What You Should Remember
Affiliate/Publisher	You, the marketer who promotes a product or service in exchange for a commission.	You’re a business partner, not a spare wheel. Treat it like a business.
Merchant/Advertiser	The brand or company selling something. They run the affiliate program.	They set rules, pay commissions, and care deeply about quality and compliance.
Affiliate Program	The system that manages tracking, offers, and commission rules. Can be in-house or via a network/platform.	Read the terms before sending traffic. Surprises are for birthdays, not payouts.
Affiliate Network	A platform that connects you with multiple merchant programs, tracks sales, and handles payments.	Examples: CJ, Rakuten, ShareASale, Awin. Useful for variety and centralized payouts.
SaaS Partner Platform	Tools used by larger brands to run programs (e.g., Impact, Partnerize, Refersion).	Similar to networks, but often “in-house” style: one brand’s universe.
Affiliate Manager (AM)	Your contact for a program. Helps with approvals, assets, and terms.	Be polite. Ask questions. They can unlock higher payouts and custom links.
Offer	A specific product, promotion, or campaign you can promote, with its own terms and links.	Offers can have caps, geos, and devices. Always check constraints.
Creative/Assets	Banners, text links, data feeds, videos, and copy.	Use official assets unless you have written permission to make your own.

In-House vs Network Programs

• In-house: run directly by the merchant; often tighter brand controls, direct relationships, possibly faster communication.
• Network: you get access to many offers, consolidated payments, and broader support, but sometimes more layers between you and the brand.

How You Get Paid: Compensation Models You’ll Actually See

These are the models that determine when your work turns into money. The right one depends on your niche, traffic source, and what you can influence.

Model	What Triggers Payment	Payout Risk	Typical Use	Quick Example
CPA (Cost Per Action)	A defined action (purchase, install, signup)	Shared	E-comm, lead gen, apps	You get $20 when a user completes a purchase.
CPL (Cost Per Lead)	A qualified lead submission	Shared	Insurance, finance, B2B	You get $5 for every valid lead form.
CPS (Cost Per Sale)	A sale of a product/service	Low for brand, higher for you	E-comm retail, SaaS trials	You earn 10% commission on completed sales.
CPI (Cost Per Install)	App install (often with additional event requirements)	Shared	Mobile app campaigns	You get $1 per install in the US, $0.50 elsewhere.
CPC (Cost Per Click)	A valid click on your affiliate link	Low for you, high for brand	Some content networks	You earn $0.05 per click. Rare in affiliate programs.
CPM (Cost Per Mille)	Payment per 1,000 impressions	Mostly brand risk	Display/Native ads (less common in affiliate)	You earn $4 per 1,000 ad views.
RevShare (Revenue Share)	% of revenue generated	Risk shared; potential for higher upside	Subscriptions, recurring sales	30% of monthly subscription for 12 months.
Flat Fee/Bounty	Fixed fee for a specific task or period	Mostly brand risk	Sponsorships, negotiated deals	$1,000 for a newsletter feature.

Notes you’ll appreciate later:

• RevShare is your friend with recurring revenue; you can build a long-tail income stream.
• CPL can be high volume but comes with scrubbing (invalid leads removed).
• CPS is safer for brands, so rates can be lower, but you’ll often get longer cookie windows.
• CPI often includes quality checks (e.g., install + open + event), or payouts are tiered.

The Metrics That Matter (And the Ones That Pretend They Don’t)

You’ll hear these constantly. Knowing how to calculate and interpret them helps you allocate budget, argue with confidence, and sleep.

Core Metrics and Formulas

Metric	Formula	Why You Care
Clicks	Total tracked clicks on your affiliate links	Measures interest and top-of-funnel volume.
Conversions	Number of desired actions (sale, lead, install)	Determines revenue.
Conversion Rate (CR)	Conversions ÷ Clicks	Reflects landing page/message match and user intent.
Earnings Per Click (EPC)	Total Commission ÷ Clicks	Quick “quality of traffic” gauge to compare offers.
Average Order Value (AOV)	Total Revenue ÷ Number of Orders	Higher AOV can offset lower commission rates.
Refund/Chargeback Rate	Refunded Orders ÷ Total Orders	High rates predict reversals and future headaches.
Commission Rate	Payout ÷ Sale Amount	Know the base rate before chasing vanity EPC.
Effective CPM (eCPM)	(Earnings ÷ Impressions) × 1,000	Useful when comparing display placements.
Click-Through Rate (CTR)	Clicks ÷ Impressions	Helps you test creative effectiveness.
Return on Ad Spend (ROAS)	Revenue ÷ Ad Spend	>1 means you’re not hemorrhaging money.
Return on Investment (ROI)	(Profit ÷ Cost) × 100%	Use when you pay for traffic; includes all costs.

Example:

• You spend $200 on ads, get 1,000 clicks, 25 sales at $50 each, 10% commission.
• Revenue to brand: $1,250. Your commission: $125. Your profit: $125 − $200 = −$75.
• ROAS = $125 ÷ $200 = 0.625 (not good)
• EPC = $125 ÷ 1,000 = $0.125
• CR = 25 ÷ 1,000 = 2.5%

Conclusion: either the offer’s too weak, your audience is off, or your cost per click is too high. Possibly all three. It happens.

Advanced Metrics You’ll Eventually Love

Metric	What It Means	Why You Care
LTV (Lifetime Value)	Revenue expected from a customer over time	Helps justify higher initial acquisition cost with RevShare.
CAC (Customer Acquisition Cost)	Total cost to acquire one paying customer	Compare against LTV or commission payouts.
AOV vs LTV	Immediate vs long-term value	A high LTV + RevShare = compound earnings.
APE (Approval/Validation Rate)	Approved conversions ÷ Total submitted	Predicts reversals and cash flow stability.
Payout Threshold	Minimum amount before you can withdraw	Affects your cash flow timing.
Effective EPC	EPC over a specific time or traffic segment	Compares apples to apples across different tests.

Tracking and Attribution: Where the Magic—and the Mess—Happens

You can have perfect creative and a loving audience and still lose commissions if tracking breaks. Learn this section like it’s your phone number.

Tracking Links and Parameters

• Tracking Link: Unique URL that credits you for clicks and sales. Example with placeholders:
  • https://merchant.com/?aff_id=YOURID&subid=SUBVALUE
• UTM Parameters: Tags you add to links for analytics (e.g., utm_source, utm_medium, utm_campaign).
• SubIDs: Extra custom parameters you append to track granular details like ad ID, keyword, or placement. You’ll thank yourself later.
• Deep Links: Links that send users to specific product pages rather than a homepage. Higher intent, better CR.

Best practice for you:

• Standardize your SubID structure (e.g., sub1=source, sub2=campaign, sub3=ad, sub4=keyword).
• Mirror those details in your analytics so you can reconcile results across tools.

Cookies, Windows, and the Time Machine You Wish You Had

• Cookie: Small data stored in a user’s browser to remember who referred them.
• Cookie Window (Attribution Window): How long after a click you’ll still get credit (e.g., 30 days).
• First-Party vs Third-Party Cookies: Modern browsers restrict third-party cookies; many programs use first-party or server-side methods now.
• ITP (Intelligent Tracking Prevention): Safari’s cookie expiration behavior that can shorten windows. Translation: your 30-day cookie might act like a 7-day in some cases.

Your takeaway:

• Ask the program about their cookie window and server-to-server (S2S) options.
• Expect view-through credit to be more restricted than click-through.

Pixels and Postbacks (S2S)

• Pixel: A small code snippet on the conversion page that “fires” when a conversion happens.
• Postback (S2S): Server-to-server notification that sends conversion data directly to the network or tracker—more reliable, less affected by browser limitations.
• View-Through Conversion: Credited from an impression (ad viewed) without a click; often used in display, less common in affiliate unless explicitly allowed.

Why it matters to you:

• S2S tracking is generally more robust; if it’s offered, use it.
• Ensure parameters like your SubID pass through to the conversion so you can optimize creatively and by placement.

Attribution Models: Who Gets Credit

Model	How It Works	What It Means for You
Last Click	The last referral before conversion gets the commission	Common in affiliate; timing matters.
First Click	The first referral gets the commission	Good for discovery-focused content.
Linear	Credit split across all touchpoints	You’ll get partial credit in multi-channel paths.
Time Decay	Recent touches get more credit	Middle and bottom of funnel benefit more.
Position-Based	First and last get the most; middle gets some	Balanced but complicated to reconcile.

Ask your program which model they use. You can be brilliant and still miss out if the model doesn’t favor how you drive traffic.

Deduplication

If a platform counts the same conversion in multiple places (e.g., paid search and affiliate), the brand may deduplicate so it’s not double-paid. This is normal but occasionally disheartening if you weren’t told. Clarify policies—especially if you run paid search too.

Creatives, Pages, and Content That Actually Converts

Pretty is nice. Trackable and persuasive is better.

Types of Creatives

• Text Links: Simple, fast-loading, versatile. Often highest CR when context is strong.
• Banners: Visuals in various sizes; great for awareness. Watch banner blindness and refresh often.
• Native Ads: Ads that match the surrounding content. Can generate strong CTR with relevant headlines.
• Product Feeds: Structured product data for comparison charts or shops. Requires some technical comfort.
• Video/Short-Form: High engagement; use deep links in descriptions or overlays when allowed.

Landing Pages and Prelanders

• Landing Page: The page where you want users to take the next action (buy, sign up).
• Prelander (Bridge Page): A warm-up page between ad and offer; used to qualify the user and pre-sell benefits.
• Advertorial: A page styled like an editorial article that discusses a product’s benefits (clearly disclosed).

Rules for you:

• Speed matters. Aim for under 2 seconds time-to-interactive where possible.
• Consistency matters. Your ad promise should match the landing page headline and offer.
• Compliance matters. Avoid claims you can’t substantiate; the FTC has eyes.

Conversion Comforts to Consider

• Proof Points: Reviews, ratings, badges, case studies.
• Clarity: What happens after the click? Spell it out.
• Reduced Friction: Fewer fields, autofill where possible, clear CTAs, trust logos used responsibly.

Traffic Sources and Placements: Where You Get Your Clicks

Different sources come with different intent, costs, and compliance quirks.

Source	Intent	Typical Cost	Notes for You
SEO (Organic Search)	High when queries are specific	Time investment	Durable traffic; content quality and patience required.
PPC (Search Ads)	High for purchase-intent keywords	Moderate to high	Watch TM+ restrictions; monitor Quality Score and CPC.
Social (Paid)	Mixed intent	Variable	Creative testing playground; strong for discovery.
Social (Organic)	Low to medium	Time investment	Consistency matters; expect volatility.
Email	Medium to high if list is warm	Low recurring	Follow CAN-SPAM/CASL; keep list hygiene.
Display	Low to medium	Lower CPM	Good for awareness; test prelanders to lift CR.
Native	Medium	Moderate	Headlines do heavy lifting; advertorials can shine.
Influencer	Variable	Negotiated	Disclose properly; track with unique links/codes.
SMS/Push	Medium	Regulated	Permission-based; high open rates, tread lightly.
Coupon/Loyalty/Cashback	High conversion near checkout	Revenue share	Be mindful of attribution; brands may restrict coupon use.

Important cautions:

• TM+ Bidding: Bidding on a brand name and adding generic terms (“Brand + coupon”) may be prohibited.
• Incent Traffic: Offering rewards for taking action can be banned unless explicitly allowed.

Offers, Verticals, and GEOs: Picking Your Battles

Some niches are steady; others are seasonal whack-a-mole. Choose with eyes open.

Vertical	Common Offer Types	Typical Model	Pitfalls to Watch
E-commerce	Retail goods, bundles, seasonal promos	CPS, RevShare	Low margins, coupon cannibalization, shipping issues.
Finance	Credit cards, loans, insurance	CPL, CPA	Strict compliance, KYC/quality checks, heavy scrubbing.
SaaS/Software	Subscriptions, trials	RevShare, CPS	Churn, trial abuse, longer cash lag.
Health & Wellness	Supplements, fitness, telehealth	CPS, CPA	Claims compliance, higher refunds if oversold.
Education	Courses, bootcamps	CPL, CPS	Lead validation, long sales cycles.
Travel	Bookings, insurance, experiences	CPS, RevShare	Seasonality, cancellations, geopolitics.
Apps/Gaming	Installs, IAPs	CPI, CPA	Fraud risk, device attribution issues.
B2B	Lead gen, demos	CPL	Low volume, high value, detailed qualification.

GEO and Tier Basics

• GEO: Geographic targeting (country, region). Payouts vary by GEO.
• Tier 1: High-income countries (US, UK, CA, AU, DE, etc.). Higher payout, higher competition.
• Tier 2/3: Emerging markets. Lower costs, different payment methods, localization is critical.

Localization tips for you:

• Currency display matters.
• Shipping visibility matters.
• Legal statements must match local rules.

Program Policies, Compliance, and Staying Out of Trouble

There’s no glory in getting banned from a program. Read and follow these.

Disclosures and Privacy

• FTC Disclosures: Clearly state that you earn commissions from qualifying purchases. Make it conspicuous—don’t hide it.
• GDPR/CCPA/Other Laws: If you’re collecting personal data, you need consent and a legitimate purpose. Cookie consent banners should reflect actual tracking.
• Email Laws: CAN-SPAM (US), CASL (Canada), and others require consent mechanics and easy unsubscribe.

Simple disclosure lines you can use:

• “If you buy through links on this page, you may help support my work at no extra cost to you.”

Common Program Restrictions

• No Brand Bidding/TM+: Don’t bid on the brand’s name or typos unless explicitly allowed.
• No Email Spam: Only mail opted-in users, include an unsubscribe link, and honor it.
• No Misleading Claims: Avoid medical claims, unrealistic outcomes, or unverified “guarantees.”
• Coupon Code Restrictions: Using unpublished codes can lead to reversals.
• Ad Content: Avoid prohibited terms, regulated topics, or sensitive categories unless permitted.

Coupon, Loyalty, and Attribution Nuances

• Coupon Leakage: Codes leak onto aggregator sites, stealing attribution from content affiliates.
• Attribution Tweaks: Some programs use coupon-code attribution to credit influencers by code even if a cookie is missing.
• Non-Commissionable Items: Some categories or SKUs don’t qualify for commission. Check the fine print.

Payments, Finance, and the Terms That Affect Your Cash Flow

The money part is wonderful, provided you understand when it arrives and why it sometimes… doesn’t.

Term	What It Means	What to Watch
Net-30/Net-45/Net-60	Payment is issued 30/45/60 days after end of month	Standard due to refund windows. Plan your runway.
Threshold	Minimum earnings required to get paid	Don’t panic if you see a $0 balance before threshold.
Hold Period	Time before conversions are validated	Longer in finance/lead gen; affects cash planning.
Reversal	A commission removed due to refund, fraud, or policy	Track reversal rate; sudden spikes need a conversation.
Chargeback	Customer disputes transaction; sale reversed	Higher chargebacks may lead to compliance review.
Clawback	Previously paid amount pulled back due to later invalidation	Build buffer; don’t spend every penny immediately.
Scrubbing	Removing unqualified leads (bad emails, duplicates)	Expect it in lead gen; know the criteria.
Cap	Limit on daily/monthly conversions or spend	Hit cap? Ask for increase with proof of quality.
Exclusive	Offer only available to select affiliates	May come with higher payout and stricter rules.
Whitelist/Blacklist	Allowed or banned placements/traffic sources	Keep your whitelist current; renegotiate as you grow.

Cash flow tip for you:

• Aim to work with a mix of networks and direct programs. Keep a 2–3 month cushion in case of payment delays.

Fraud and Quality: The Things That Spook Programs (For Good Reason)

You’re here to run a clean business. Understanding fraud helps you avoid accidental flags and spot issues early.

Type of Fraud	What It Looks Like	How to Protect Yourself
Bot Traffic	Unusual click spikes, zero time on site, odd geos	Use bot filters, trusted traffic sources, trackers with fraud checks.
Click Spamming/Injection	Stealing credit by timing clicks	Server-to-server tracking reduces risk; monitor abnormal latency.
Cookie Stuffing	Forcing cookies onto users without a click	Don’t do it; it’s old, shady, and banned.
Ad Stacking/Pixel Stuffing	Multiple ads layered or invisible pixels	Work with reputable networks; inspect placements.
Typosquatting	Using misspelled brand domains	Avoid at all costs—legal and ethical problems.
Brand Bidding	Bidding on restricted trademarks	Read program terms; get explicit approvals.
Misleading Creatives	False claims, fake countdown timers, deceptive pricing	Be accurate. Overpromising causes refunds and bans.

Quality signals to nurture:

• Consistent conversion rates and low refund rates.
• High approval/validation rates for leads.
• Responsiveness to AM feedback when anomalies happen.

Testing and Optimization: Your Habit That Pays

Testing isn’t glamorous, but neither is guessing wrong. Set a simple routine and you’ll outpace most people who only tweak when bored.

A/B Testing Basics

• One change at a time: headline, image, or CTA—not all at once.
• Decide a sample size in advance; don’t stop early because one variant had a good morning.
• Use confidence thresholds (e.g., 90–95%) to avoid fooling yourself.

Quick testing framework for you:

1. Define your goal (e.g., increase CR on landing page by 20%).
2. Hypothesis (e.g., benefit-led headline beats feature-led).
3. Test setup (equal traffic split), track with SubIDs or your tracker.
4. Run until you reach sufficient sample size (use online calculators).
5. Lock in the winner, then test the next element.

Segmentation and Cohorts

• Segment by device, GEO, placement, and creative theme.
• Examine cohorts over time (e.g., subscribers acquired in January vs March) to compare LTV patterns.

Incrementality and Lift

• Ask: would these conversions have happened without your efforts?
• Test with holdout groups when possible (especially with email lists or owned audiences).

Budget Pacing and Bidding

• Manual CPC/CPM: Control at the cost of more management.
• eCPC/tCPA/tROAS: Let algorithms assist but keep guardrails.
• Daily vs lifetime budgets: Daily gives steady learning; lifetime can work for event-driven promotions.

Your checklist:

• Rotate creatives weekly in fast-moving channels.
• Refresh banners every 2–4 weeks to avoid fatigue.
• Keep a “graveyard” folder for losing variants—with notes—so you don’t resurrect a dud.

Tools and Platforms: What Helps You Track, Analyze, and Sleep

You don’t need every tool. You do need enough to know what’s working.

Networks and Platforms You’ll Encounter

• Major Networks: CJ, Rakuten Advertising, ShareASale, Awin.
• Partner Platforms (often for larger brands): Impact, Partnerize, Ascend by Partnerize, Refersion.
• Retail Giants: Amazon Associates (strict rules, shorter cookie windows).

What you get:

• Offers, tracking links, creatives, consolidated payments, program directories.

Tracking and Analytics

• Affiliate Trackers: Voluum, RedTrack, Bemob. Great for S2S, multi-source tracking, and path analysis.
• Web Analytics: GA4 for site performance; Tag Manager for firing pixels without bugging developers.
• Mobile Measurement Partners (MMPs): AppsFlyer, Adjust, Branch—common in app attribution; Branch also handles deep linking effectively.
• Dashboards: Looker Studio or similar BI tools to compile cross-platform data.

If you’re starting lean:

• Use UTM parameters consistently.
• Start with GA4 + Tag Manager + a spreadsheet, then graduate to a tracker when you’re scaling.

Content and Workflow

• CMS Plugins: Official affiliate plugins can manage links and disclosures.
• Link Cloaking/Shortening: Use responsibly; some programs prohibit cloaking. Always preserve tracking parameters.
• A/B Testing Tools: Google Optimize is sunset; consider VWO, Optimizely, or native split tests in ad platforms. On-page options vary by CMS.

Common Scenarios You’ll Face (With Friendly Math)

Scenario 1: Two Offers, One Winner

• Offer A: 8% commission, AOV = $120, CR = 2%.
• Offer B: 12% commission, AOV = $80, CR = 3%.

Your EPC comparison:

• Offer A EPC = (0.08 × $120 × 0.02) = $0.192 per click.
• Offer B EPC = (0.12 × $80 × 0.03) = $0.288 per click.

Offer B yields higher EPC despite a lower AOV. Unless Offer A has a longer cookie window or stronger back-end upsells, Offer B looks better for your traffic—today.

Scenario 2: The “Where Did My Commission Go?” Mystery

You drove a sale, but it was reversed. Reasons may include:

• Refund within the return window.
• Duplicate order flagged by fraud filters.
• Coupon code was non-commissionable.
• Another channel got the last-click credit.

What you do:

• Check your SubID click-to-conversion time—if it’s suspiciously long, you might be losing on last click.
• Ask the AM about coupon attribution rules and whether a code override happened.
• Review reversal notes; if they’re vague, ask for examples to prevent repeat issues.

Scenario 3: CPC Ads Look Great, Wallet Does Not

• CPC = $1.20
• CTR = 1.5%
• CR = 1.2%
• AOV = $100
• Commission = 10%

Math:

• For 10,000 impressions: 150 clicks → cost = $180
• Conversions = 1.8 (let’s say 2 sales)
• Commission = $100 × 0.10 × 2 = $20
• Result = −$160

Solutions:

• Improve CR (prelanders, better alignment).
• Lower CPC (rework keywords, quality score, creatives).
• Switch to an offer with higher EPC or better RevShare.
• Target different intent keywords.

Mini FAQ: Tricky Distinctions You’ll Probably Google Anyway

• EPC vs ePC vs eCPM:

  • EPC: Earnings per click.
  • ePC sometimes used interchangeably with EPC; check context.
  • eCPM: Earnings per 1,000 impressions—useful for display comparisons.

• ROAS vs ROI:

  • ROAS looks at revenue relative to ad spend.
  • ROI considers profit relative to total costs. ROI is stricter.

• Cookie vs Pixel vs Postback:

  • Cookie: identifies user referrer in browser.
  • Pixel: browser-side event when conversion happens.
  • Postback (S2S): server-side event; more reliable, less browser-dependent.

• UTM vs SubID:

  • UTM: for your analytics; Google Analytics reads these.
  • SubID: for your affiliate tracking; passes granular data through the network to help attribute payouts.

• View-Through vs Click-Through:

  • View-through: user saw an ad (no click) and later converted.
  • Click-through: user clicked before converting. Affiliate programs usually prioritize click-through.

• Promo Code vs Coupon:

  • Interchangeable in casual language, but programs may track specific codes to specific partners for attribution. Don’t borrow codes you weren’t assigned.

• Non-Commissionable Items:

  • Some SKUs won’t pay commission (gift cards, certain brands). Always check the exclusions list.

A Bit Deeper on App Attribution (If You Touch Mobile)

Mobile traffic doesn’t always play nicely with browser-first tracking.

• Deferred Deep Linking: If a user doesn’t have the app, a smart link can take them to the app store, then into the correct screen after install.
• SKAdNetwork (iOS): Privacy-focused framework that limits granularity; expect delays and fewer data points.
• Probabilistic Matching: Often restricted on iOS. Be cautious with claims; stick to permitted methods.
• Recommendation: Use MMP links if the program supports them; ask your AM how they handle cross-device.

The Language of Offers and Campaign Constraints

A few more phrases that will seem obvious once you know them:

• Payout “Up To”: A range, not a promise. Often tiered by volume or quality.
• Hard Cap vs Soft Cap: Hard cap stops tracking; soft cap warns you first.
• Creative Lock: Only approved ads and copy allowed. Request permission for variations.
• Exclusive GEO: Offer valid only in specific countries; violating this can forfeit commissions.
• Dayparting: Scheduling traffic for certain hours/days only. Useful for call centers or customer support hours.

Building Your Starter System: What You Track and Why

If you’re overwhelmed, begin small but consistent.

• Track:

  • Spend by source and campaign
  • Clicks and CR
  • EPC by SubID
  • Reversal rate
  • Payout schedule and expected cash-in dates

• Weekly Routine:

  • Identify top and bottom SubIDs (placements or creatives).
  • Pause the bottom 10% performers.
  • Test one new creative or angle per source.
  • Check for broken links and expired offers.
  • Touch base with your AM for new promotions or seasonal boosts.

• Monthly Routine:

  • Recalculate EPCs and compare to prior month.
  • Review LTV trends if on RevShare.
  • Update disclosures, ensure compliance pages are accurate.
  • Request payout increases if your performance supports it.

Seasonal Opportunities and How You Prep

• Q4 (Retail): Busiest for e-comm. Build content early, capture pre-holiday search, and secure exclusive codes if possible.
• Back-to-School, Mother’s/Father’s Day, Summer Sales: Plan content 4–6 weeks out.
• Tax Season, Open Enrollment (Insurance), Travel Seasons: Align content and campaigns with actual consumer behavior windows.

Your move:

• Maintain an annual calendar with content deadlines, promo windows, and offer refresh points. You’ll sleep better in November.

Glossary Quick Tables by Category

When you need rapid answers, use these condensed lists.

Tracking and Attribution Terms

Term	Plain-English Definition
Tracking Link	URL that identifies your referral and attributes conversions to you.
UTM Parameters	Analytics tags you add to URLs to categorize traffic.
SubID	Custom field in your link to label traffic segments.
Deep Link	Link to a specific product/page/app screen.
Cookie	Browser storage that remembers who referred the user.
Cookie Window	Time period after a click during which you can earn commission.
Pixel	Code that fires on conversion to track sales/leads.
Postback (S2S)	Server-to-server conversion notification.
Deduplication	Removing duplicate credit for the same conversion.
View-Through	Attribution from an impression without a click.
Cross-Device	Attribution when clicks and conversions happen on different devices.

Payment and Finance Terms

Term	Meaning
Net-30	Payment 30 days after month-end.
Threshold	Minimum payout amount.
Hold	Time before confirming conversions.
Reversal	Commission removed due to returns/fraud.
Chargeback	Customer disputes; sale reversed.
Clawback	Previously paid commission reclaimed.
Scrubbing	Removing invalid/low-quality leads.
Cap	Limit on conversions/spend.
Exclusive	Special access with unique terms.

Traffic and Creative Terms

Term	Meaning
CTR	Click-through rate; clicks ÷ impressions.
CR	Conversion rate; conversions ÷ clicks.
Prelander	Warm-up page before the offer page.
Advertorial	Article-like page that sells, clearly disclosed.
Native Ad	Ad that matches the surrounding content style.
Banner	Display image ad.
Text Link	Simple URL anchor used in content.
Product Feed	Data file with product info for listings.

Policy and Compliance Terms

Term	Meaning
FTC Disclosure	Clear statement that you earn commissions.
GDPR/CCPA	Privacy laws governing data and consent.
TM+ Bidding	Bidding on brand plus generic keyword; often restricted.
Non-Commissionable	Items excluded from payout.
Brand Guidelines	Rules for how you can represent the brand.

What to Say to Your Affiliate Manager (Without Blushing)

• “Can you confirm the attribution model and cookie window for this offer?”
• “Do you support server-to-server postbacks and SubID passthrough?”
• “Are there any TM or TM+ restrictions on search? Any GEO restrictions?”
• “What’s the average EPC by traffic type? Any seasonality patterns?”
• “Can I get a whitelist for email and native placements? Any creative do’s/don’ts?”
• “If I hit [X] conversions/day with [Y]% approval, can we discuss a payout bump?”

You’ll look like you know what you’re doing, because you do.

What You Do When Numbers Look Odd

• Sudden CR drop:

  • Check your links for redirects or parameter loss.
  • Ask if the merchant changed landing pages or forms.
  • Review device/geo breakout—did a new region steal your budget?

• Reversal spike:

  • Ask for reasons: fraud filters, refund surges, SKU exclusions.
  • Compare SubIDs to find which placements caused trouble.

• EPC cratered after a creative refresh:

  • Roll back to the last good creative.
  • Retest with smaller changes (headline only).

Rough Benchmarks (Don’t Frame These, But Keep Nearby)

• CR on warm content traffic to a relevant offer: 1–5% for e-comm; higher for lead gen with low friction.
• EPC for mid-market e-comm: $0.05–$0.30+ depending on niche and AOV.
• Refund rates: <10% in most retail; varies by vertical.< />i>
• Approval rate (lead gen): Aim for 70%+ once you iron out quality.

Benchmarks vary wildly by GEO, device, and vertical. Be suspicious of anyone promising one-size-fits-all numbers.

A Short Word on Brand and Trust

Affiliate marketing works best when your audience trusts you. If you wouldn’t recommend the product to a friend, or if you would but only if they promised never to mention you did, that’s a sign. Choose offers worthy of your reputation, write disclosures like a human, and don’t flood your readers with hype they didn’t order.

Your Final Checklist: From Zero to Cap-Reached

• You know your offer’s:

  • Model (CPS/CPL/CPA/RevShare)
  • Cookie window and attribution model
  • GEO/device restrictions
  • Non-commissionable items
  • Approved creatives and brand rules

• Your tracking is:

  • Using consistent UTMs and SubIDs
  • Passing SubIDs through to conversions
  • Using S2S when available
  • Tested (you clicked, you converted, you saw it tracked)

• Your pages are:

  • Fast and mobile-friendly
  • Matching ad promise to headline
  • Compliant with disclosures
  • Clear about the next step

• Your optimization routine:

  • One test at a time
  • Weekly creative rotation in fast channels
  • Monthly reviews of EPC/CR by placement
  • Budget moved to winners, losers paused without guilt

• Your relationships:

  • You communicate with your AM
  • You ask questions before assuming
  • You request payout bumps with data in hand

• Your sanity:

  • You accept that some days the internet refuses to convert
  • You track anyway
  • You improve anyway

A Closing Thought You Can Take With You

You’re going to encounter jargon. You’ll meet acronyms with confidence issues, payment models that sound like they were named on a bus, and charts that pretend they’re not approximations. But with the right terms in your pocket, you’ll better understand each lever you can pull—where your money comes from, why it sometimes disappears, and what to do next.

When in doubt, go back to the basics: who’s the audience, what’s the promise, is it measured, and does the math work? If the answer is yes, keep going. If it’s not yet yes, you’ve got a glossary, a plan, and a better sense of where to look.