Glossary

Testing two variants of a creative, page or funnel head-to-head to see which converts better.

Ad Set Budget Optimization — you assign the budget to each ad set individually instead of to the campaign.

Anti-Money Laundering — compliance measures required of casinos and payment providers.

Average Order Value — the mean transaction value per customer purchase.

Offers integrated via a direct API connection rather than manual link tracking.

App Store Optimization — improving an app or PWA wrapper's visibility in store search.

A stock of aged, warmed accounts and profiles prepared for buying.

Payment card acquiring — the infrastructure that processes card payments for a merchant.

A log recording user or system actions for audit and debugging.

A user profile or ad account used to run campaigns.

Mandatory ad-disclosure labeling required by law in some jurisdictions.

The specific ad unit/template type used for a campaign (banner, native, push, video, etc.).

The total advertising space a publisher or network has available for placement.

The quantity/density of ads shown on a single page or app screen.

Alternating between multiple ad creatives in the same placement to maximize impressions.

An advertising placement/slot on a page or app where a creative is served.

Multiple ad units layered within a single placement, often used to maximize fill.

Automated, performance-based adjustment of bids in real time.

Traffic sourced from adult-content categories and placements.

Business vertical focused on adult content and dating offers.

Advantage+ is Meta's AI-driven automation for targeting, placements and audiences, where the algorithm finds buyers instead of manual interests.

An affiliate marketing publisher promoting merchant offers for commission.

Disguising the true origin of affiliate traffic to bypass network rules.

A sub-ID specifically used to tag and report on affiliate campaign segments.

The speed at which affiliate-driven conversions occur after the initial click.

An agency-level ad account dashboard offering higher trust and spend limits.

Data analysis and reporting used to evaluate campaign performance.

The clickable, keyword-carrying text of a hyperlink.

A tool that masks a user's real IP and identity while browsing.

Proxy servers configured to hide the originating IP from the destination server.

A browser that spoofs device fingerprints so multiple profiles look like separate real users.

Falsifying an app's identity in tracking to disguise its true origin.

A specialist who runs traffic-arbitrage campaigns for a living.

The point in a funnel where the largest share of users abandon the process.

The share of audience shared between two campaigns or segments.

Automated, script-driven account registration at scale.

Mean revenue generated per individual user across a defined period.

Ad platform integrated with the BIGO Live short-video ecosystem.

Bank Identification Number — the first digits of a card number identifying the issuing bank.

An offer of questionable legitimacy, often requiring extra due diligence before running.

Revenue generated from repeat purchases or subscriptions after the initial sale.

A static image advertisement placed in a fixed ad slot.

The phenomenon of users unconsciously ignoring anything that looks like a banner ad.

The initial performance figure used as a reference point for measuring change.

Sports betting vertical — traffic spikes around major sporting events, retention driven by live odds and cashout.

An offer promoting a specific sportsbook or bookmaker.

A Meta bid strategy that sets a hard maximum on how much the algorithm can bid in each auction.

Billing and payment processing infrastructure for a product or offer.

A list of blocked traffic sources, placements or users excluded from a campaign.

A licensed sportsbook operator accepting bets on sporting events.

Non-human clicks and installs generated by scripts or click farms.

The percentage of sessions where a visitor leaves after viewing only one page.

The unique signature (canvas, fonts, WebGL, timezone) platforms use to link accounts.

Click to Install — the share of ad clicks that turn into app or PWA installs, the first funnel-step metric after the click in in-app and PWA iGaming.

Campaign Budget Optimization — you set one budget at the campaign level and Meta distributes it across ad sets in real time.

The rate at which COD orders are actually accepted and paid for on delivery.

Cost Per Action — a fixed payout per target action (deposit, install, lead).

A CPA network connecting affiliates with merchants and managing payouts.

Cost Per Click — payout or spend calculated per click on an ad.

Cost Per Engagement — payout tied to a defined interaction with the ad or creative.

Cost Per Install — the standard unit for mobile app and PWA install campaigns.

Cost Per Lead — payout per lead (registration or form fill), regardless of later deposit.

Conversion Rate — the share of visitors completing a target action.

Click Through Rate — clicks divided by impressions; the first read on creative performance.

A call center that verifies and closes leads by phone, common in nutra and COD offers.

A case study documenting a campaign's strategy, execution and results.

A cash rebate returned to a customer on a purchase.

The casino's deposit and withdrawal screen, the last funnel step where reg-to-dep is won or lost on local payment methods.

Online gambling platform vertical covering slots, table games and live dealer products.

Clickbait-style, sensationalist creative and content angle.

Showing a compliant "white" page to moderators and bots, and the real offer to targeted real users, split by a TDS — the backbone of grey-hat iGaming funnels.

A campaign specifically re-targeting users who already visited the site once.

Consumable campaign expenses: proxies, accounts, cards, farming tools.

Paid search advertising shown based on the searched keyword or page context.

The discipline of systematically improving the percentage of visitors who convert.

CAPI — a Meta tool that sends conversion events server-to-server, bypassing the browser and cookie limits that block the pixel.

Dropping affiliate cookies without a genuine click to steal attribution credit.

A Meta bid strategy that keeps your average cost per result around a set target while the algorithm maximizes volume.

Reducing advertising expense while holding results steady or improving them.

Instant-result iGaming mechanic (e.g. Aviator, Chicken Road) where a multiplier rises until it "crashes".

The advertising asset itself — image, video or copy. Treated as consumable inventory that burns out fast.

Customizing a creative asset for a specific GEO, language or platform.

A spending limit Meta extends to an ad account so it can run ads before the balance is paid, settled on a billing threshold.

Seeding brand mentions and links across forums and communities.

A payment card linked to a cryptocurrency balance.

Double Opt-In — a subscriber must confirm their email before being added to a list.

Datacenter/server-based proxies — fast but easier for platforms to detect.

Mainstream and adult dating offers, typically paid on SOI/DOI leads or first subscription.

AI-manipulated media, an emerging risk vector for identity and payment fraud.

A customer's deposit amount into an iGaming account.

A hybrid model paying an extra bonus on repeat billing cycles.

Online retail sales as an affiliate vertical, distinct from lead-gen or deposit-based offers.

Earnings Per Click — average revenue per click on an offer link, useful for comparing offers.

Earnings Per Lead — average revenue generated per lead submitted.

Artificially inflating engagement metrics such as views, clicks or installs.

The percentage of an audience that interacts with content or an ad.

First Time Depositor — a player making their first real-money deposit, the core iGaming conversion event.

A proxy configured specifically for File Transfer Protocol connections.

Traditional government-issued currency, as opposed to crypto.

An individual offer inside the financial vertical (trading, loans, crypto).

A comparison/aggregator landing page presenting several financial offers side by side.

Financial-services vertical: trading, loans, crypto exchanges and comparison offers.

The first successful billing/charge from a new customer on a subscription or COD offer.

Forcing completion of a specific tracked action, e.g. via a forced click or auto-redirect.

Fraudulent activity designed to fake conversions or steal attribution.

Free-trial offers where the user pays only shipping or a nominal activation fee.

A conversion funnel — the staged path from first touch to final action.

Business vertical built around online casinos and slot platforms — high LTV, strict moderation, geo-sensitive licensing.

An individual casino or slots offer promoted by affiliates.

A delay before a conversion is validated and paid — the window used to filter fraud.

A payment model blending a smaller upfront CPA with ongoing RevShare.

Systematically changing IP addresses to avoid detection or rate limits.

Push-style notifications embedded directly on a webpage rather than the OS notification tray.

Advertising placed inside mobile applications via SDK ad networks.

Traffic generated through influencer promotion rather than paid media.

A digital information product (course, ebook, webinar) sold or promoted as an affiliate offer.

Umbrella term for online gambling products: casino, slots, crash games, poker and sports betting.

Sending traffic directly to an offer with no landing page in between.

Key Performance Indicator — the metric a campaign or team is measured against.

Short-video platform used as an advertising and traffic source.

Know Your Customer — identity verification requirements that affect Reg2Dep on regulated offers.

Analyzing how frequently specific keywords or queries are searched.

Lifetime Value — total revenue a customer or player generates over their full lifetime.

A landing page designed to convert visitors into leads, installs or deposits.

The period after launch or a major edit when Meta gathers conversion data to stabilize an ad set's delivery and cost.

Acquiring backlinks to improve a site's search authority.

A long-tail search query with low search volume but high intent.

Low-price offers designed to lower the barrier to a first purchase.

Manual self-registration of accounts, as opposed to automated auto-registration.

The total addressable size/capacity of a given market or GEO.

Purchasing advertising inventory at scale and optimizing it toward a target action.

A Facebook advertising access token used for API-based ad account operations.

Tracking code on your site or funnel that sends user events (view, registration, deposit) back to Facebook to optimize and measure ads.

The smallest deposit counted as a valid FTD for payout.

Mobile in-app advertising network commonly used for CPI and app-install campaigns.

Misleading creative or landing copy that overpromises relative to the actual offer.

Proxies routed through mobile carrier IPs, which look like real mobile users.

A managed pool/farm of mobile proxy IPs for rotating traffic at scale.

Traffic originating from mobile devices, as distinct from desktop.

Users incentivized with rewards to convert — cheap but low quality, usually banned by offers.

Mobile Value Added Services — subscription-style mobile offers billed via carrier.

Net Gaming Revenue — bets minus wins minus bonuses; the base RevShare percentages apply to.

Ads that match the look of the host content (Taboola, Outbrain, MGID) — strong for pre-landers.

Net profit remaining after all campaign or business costs are subtracted from revenue.

Traffic with no genuine relevance or intent for the offer being promoted.

The maximum number of conversions an advertiser will pay for in a given period.

A single-use promotional deal shown once during a funnel.

A one-time order bump added at checkout to increase average order value.

A content layer or banner displayed on top of the main page content.

Offers built around People Data List style lead databases.

Pay Per Click — an advertising model where spend is billed per click.

Pay Per Lead — a compensation structure paying per qualified lead generated.

Progressive Web App — a web funnel that installs on a phone like an app through the browser, used in iGaming as a re-openable entry point between the ad click and the deposit.

Slang for a payment method or card used for ad spend.

A phishing scam attempting to steal credentials or payment details.

Physical-goods e-commerce vertical, often run on COD payment terms.

An ad that opens behind the active browser window — massive volume, low cost, low intent.

A server-to-server call fired on conversion, passing the click ID back to the tracker.

A pre-landing page/teaser that warms the user up before sending them to the offer.

Pre-verified account profiles ready to be deployed for campaigns.

Slang for a premium, high-trust ad account tier with higher limits.

A prepaid card loaded with funds in advance, used for ad spend.

A video ad that plays before the requested video content.

A cryptographic method that lets a player verify each game result was not manipulated, a trust angle that lifts conversion on crypto casinos and crash games.

A proxy server that relays traffic through an intermediary IP.

The connection protocol (HTTP, SOCKS5, etc.) a proxy uses.

An intermediary server connection used to mask or change the apparent origin of traffic.

The connection speed/latency of a given proxy — critical for account warm-up and browsing realism.

A publisher — the party that owns the traffic source and runs the offer.

Browser or in-page push notifications — cheap, high-volume traffic.

PlentyOfFish — a mainstream dating platform historically used as an affiliate offer source.

Return On Investment — profit relative to spend.

Return On Marketing Investment — ROI calculated specifically on marketing spend.

Return to Player — the percentage of wagered money a slot or game is designed to pay back over time, a core trust and creative signal in iGaming.

A rebill is a recurring charge after a user’s initial subscription payment. In affiliate marketing, rebills are tracked as ongoing revenue from the same customer.

HTTP redirect status codes (permanent, temporary, etc.) used to forward traffic between URLs.

A referral is a user acquired through an existing customer, partner or referral program rather than directly through paid media.

A structured program rewarding existing users for bringing in new ones.

The source URL/page that referred a visitor to the current page.

Registration-to-deposit rate — the share of sign-ups that become depositors.

A partner who resells access to offers or traffic on behalf of another party.

Proxies using real residential ISP IP addresses, which pass moderation checks better than datacenter IPs.

Serving ads specifically to users who previously visited a site or app without converting.

The share of users still active after a given period — differs sharply by vertical and game type.

The percentage of purchased products returned by customers, relevant to COD/e-commerce offers.

You earn a share of the net revenue a player generates for the lifetime of the account.

A payment processed through a higher-risk channel, typically carrying extra fraud screening.

A proxy service that automatically rotates through a pool of IPs.

Residential proxies that rotate IP automatically on each request or session.

Search Engine Reputation Management — managing what appears about a brand in search results.

SMM (Social Media Marketing) is promoting a brand or offer through organic social content, community management and creator-led distribution.

Single Opt-In — a subscriber is added to a list immediately without a confirmation step.

A semi-private offer with restricted access or special approval requirements.

Self-serve offers accessible directly through a platform without manager approval.

Restricting an account's reach or ad delivery without notifying the user.

An advertiser or network under-reporting conversions to reduce payout owed to affiliates.

A single-use virtual payment card, often used to isolate risk per ad account.

A single link that auto-routes each visitor to the best-matching offer by geo, device and source.

An automated bot used to bulk-purchase limited-release products.

The moment an ad set suddenly catches the audience on Meta and delivers cheap results — a short window buyers scale hard before it fades.

Advertising spend — the total amount put into paid media for a campaign.

A competitor-intelligence tool used to see what ads and offers others are running.

Residential proxies that keep the same IP for an extended period.

A second-level affiliate working under a larger affiliate's account or sub-network.

A custom parameter passed through a link to segment traffic by placement, creative or source.

An industry summit or conference bringing affiliates, advertisers and networks together.

Sweepstakes offers ("win an iPhone") — low-friction lead-gen, popular on push and pop traffic.

Traffic Direction System — a rules engine that routes each visitor by geo, device and source.

Russia's centralized payment-accounting system (ЦУПИС) that legal bookmakers must route bettor deposits and withdrawals through; only registry-connected operators may operate and advertise in-country.

The specific target conversion action a campaign is optimized toward.

A teaser is a short, curiosity-led ad that pre-sells a click with a provocative image and headline, most commonly in native ad networks.

Conversion-tracking platform (Keitaro, Voluum, Binom) that logs clicks and attributes conversions.

The practice of tracking user actions and conversions across a funnel.

Buying traffic cheaper than the revenue it generates from an offer, keeping the spread as profit.

Slang for sending a large batch/flood of traffic into a funnel at once.

A defined slice of traffic routed through a funnel or TDS.

The originating channel or platform a visit came from.

Low-quality or bot traffic with no real conversion intent.

Modifying a creative or landing page slightly so each copy looks unique to ad-platform review systems.

The per-conversion breakdown of cost vs revenue for a single unit of traffic.

The full path a user takes through a funnel, from click to conversion.

Virtual Dedicated Server — hosting used to run trackers, cloakers and landing infrastructure.

The identity or document verification process a user completes before withdrawal.

A digital-only payment card used for ad spend or offer payouts.

The two dominant global card payment networks used for ad spend and payouts.

How many times a player must bet a bonus before they can withdraw, the mechanic that decides whether a welcome bonus actually converts to a deposit.

Mobile carrier-billing traffic monetization model, common in Tier-2/3 mobile markets.

A native app shell that displays a website inside it, used in iGaming to wrap a casino in an installable app while keeping the content web-based and editable.

A website/traffic owner who monetizes their audience through affiliate offers.

A casino's first-deposit incentive for new players, the offer element that has to match the creative for a click to become an FTD.

An approved list of traffic sources or users allowed into a campaign.

A fully compliant, policy-safe offer requiring no cloaking.

The safe, policy-compliant page shown to ad reviewers and non-targeted visitors.

A product/offer feed delivered in XML format for bulk import into a platform.

Yandex's paid search advertising platform.

A statistical significance test used to confirm whether an A/B test result is reliable.

A test comparing three creative or funnel variants simultaneously.

An extra card-payment verification layer required by banks to reduce fraud.