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.

The layer that routes each ad request across multiple networks to maximize fill and revenue, the plumbing behind in-app inventory that UA buyers acquire against.

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.

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.

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.

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.

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.

The set of Source App IDs a campaign stops buying impressions on — the main optimization lever in Unity; a whitelist is the inverse, restricting delivery to proven placements only.

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.

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-to-install time — the interval between ad click and install, and the primary fraud signal in in-app UA: distributions that are implausibly fast or suspiciously flat mark a placement for review.

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

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 group of users bucketed by their install day and followed over time, as opposed to an activity view that counts every event happening today regardless of when those users arrived.

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

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

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.

A payment card linked to a cryptocurrency balance.

The share of a cohort still active seven days after install, and the first window at which an in-app campaign can be judged honestly against its target economics.

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.

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.

Effective cost per mille — revenue or cost per thousand impressions after normalizing across formats and pricing models, the common yardstick for comparing in-app inventory.

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

Traditional government-issued currency, as opposed to crypto.

The share of ad requests a network actually serves an ad against, an inventory-availability metric that shapes how much volume an in-app campaign can reach.

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.

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.

The behavioural fingerprint Unity builds for each game from how people actually play it, used to place an offer in front of players of mechanically similar titles rather than of an interest segment.

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.

An app model earning from both in-app purchases (IAP) and advertising (IAA) at once; when a title shifts toward hybrid mid-campaign, its inventory economics and its users' value change under a running campaign.

Apple's per-device advertising identifier, available only when the user accepts the ATT prompt; the Android equivalent is GAID. Its decline is why in-app iGaming leans on SKAN, cohorts and modelled windows instead of device-level attribution.

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 full-screen ad shown at a natural break in a mobile game or app, a high-impact in-app format used for install campaigns.

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.

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.

Mobile measurement partner (AppsFlyer, Adjust) — a third-party attribution platform that assigns installs and in-app events to the campaigns that drove them, the source of truth for in-app UA.

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.

A machine-learning DSP for in-app advertising that buys programmatic mobile inventory, used in iGaming as an app-focused acquisition channel alongside Unity.

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

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.

A phishing scam attempting to steal credentials or payment details.

A short interactive creative that lets the user try a mini version of the product before installing, the format that consistently wins in in-app and Unity inventory.

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.

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

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

Return on ad spend — revenue generated per unit of ad spend, the core optimization goal for in-app UA where campaigns bid toward a target return.

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 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.

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

An opt-in ad format where the user watches a full video in exchange for an in-game reward, high-completion inventory common in Unity and mobile games.

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

SKAdNetwork — Apple's privacy-preserving attribution framework on iOS, which reports campaign performance without device-level identifiers, reshaping how in-app iGaming is measured on iPhone.

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

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.

The identifier of the publisher app a placement ran in, and the base unit of in-app optimization: blocklists, whitelists and per-source bids are all expressed in terms of it.

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.

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.

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.

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.

Target cost per event — the price you set for the algorithm to aim for on your chosen optimization event; set below what the funnel can support, it quietly strangles delivery.

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 ad network built into the Unity game engine, serving ads across mobile games and used as a user-acquisition channel for iGaming through in-app inventory.

Unity's machine-learning campaign model, which allocates spend and matches players to games from behavioural signals instead of manually defined interests or lookalike audiences.

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

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.

A small segment of extremely high-value players whose deposits dwarf the average, the users in-app iGaming acquisition ultimately optimizes toward.

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.

A test comparing three creative or funnel variants simultaneously.

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