Glossary

Here you'll find the description of some of the common terms used in CAKE.

A

A/B Testing: The practice of showing two sets (A and B) of landing pages or creative assets and tracking the users action based on which version they saw.

Ad Server: A server specifically designed to display banner ads. Ad serving companies specialize in logging various stats on served ads to choose ads or corresponding redirect pages that will perform optimally on a site and generate the most revenue. The ad units that ad servers generated are called ad tags (see below).

Ad Tag: Ad tags are HTML or JavaScript code that you can place within your site in order to display ads. Ad tags contain information about your site and the types of ad units that you're displaying on it. The ad tag code must be inserted into your site in order to begin displaying ads. Read more about ad tags on Google.

Admin Domain: The domain that clients, Affiliates, Advertisers, and Buyers log into. See also Login URL.

Advertiser: Any company that markets and sells goods or services. They are the company that owns, or is brokering the Offer (the page you are driving traffic to) to you. From a Network's perspective, they are the person who's paying you.  The owner or broker of an Offer. Every Offer is associated to an Advertiser and an Advertiser can have 1 or multiple Offers.

Advertiser Credit: A feature that enables a monetary 'bank account' that ties into capping delivered traffic to Offers under a given Advertiser.

Advertiser Extended Terms: Advertiser Terms and Conditions that can be displayed for Approval in the Affiliate Portal. Location: Offer card > Affiliate tab > Advertiser Extended Terms. Where they're displayed: When an Affiliate opens an Offer/Campaign card for approval before they are granted access to the Offer card. 

Advertiser Portal: The login portal that Advertisers use to see stats for Offers brokered to a CAKE client. You can access this portal (with login credentials) by going to: http://admindomain.com/advertisers/

Advertiser Portal Terms & Conditions: Client Terms and Conditions displayed in the Advertiser portal in the left-hand navigation bar.

Advertiser Pixel: See Global Advertiser Pixel

Affiliate: A website owner that earns a commission for referring traffic to an advertiser's website.   Also known as a Publisher. The Affiliate is the source running traffic to an Offer. Affiliates can either be manually added to CAKE or can signup through the Affiliate Signup page.

Affiliate Alert Subscription: An Affiliate setting that allows Affiliates to subscribe to cap and expiration alerts as well as a few additional quality-based alerts. Location: Setup > Settings > Affiliate Portal Settings > Affiliate Permissions.

Affiliate Manager: The manager responsible for overseeing an advertiser's marketing budgets, processing reports and monitoring affiliate activity. The person responsible for running an advertiser or networks affiliate program. This includes recruiting affiliates, establishing incentive programs, creating media for the affiliates, reporting on sales and paying affiliates.

Affiliate Marketing: A type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to choose from and also takes care of the payments), the publisher (also known as 'the affiliate'), and the customer. The market has grown in complexity, resulting in the emergence of a secondary tier of players, including affiliate management agencies, super-affiliates and specialized third party vendors.

Affiliate Minimum Payment Threshold: A billing setting that determines a minimum revenue amount for CAKE to generate a bill for an Affiliate. 

Affiliate Network: A company that connects affiliates and advertisers and offers various tracking technology, reporting tools and payment processing services.

Affiliate Payment Currency:  A billing setting that determines the currency the Affiliates are paid in. There are 3 choices: 1) Pay Affiliate in system default currency, 2) Pay Affiliate in Offer's currency, and 3) Pay Affiliate in Affiliate's currency. The Global Setting applies to all newly created Affiliates but there's a setting on the Affiliate card where that can be overridden. Location: Setup > Settings > Billing Settings > Currency Settings.

Affiliate Portal: The login portal that Affiliates use to see stats for Offers brokered from a CAKE client. You can access this portal (with login credentials) by going to: http://admindomain.com/affiliates/

Affiliate Portal T&C's: A system feature where client Terms and Conditions can be added to be approved by the Affiliate upon sign-in to their Affiliate Portal. Location: Setup > Settings > Affiliate Portal Settings > Affiliate Dashboard Settings

Affiliate Program - An automated marketing program where a Web advertiser or merchant recruits webmasters to place the merchant's banner ads or buttons on their own Web site.

Affiliate Signup URL: A client's custom Affiliate signup URL that can be used in place of CAKE's default signup URL (http://admindomain.com/affiliate_signup.aspx). When a URL is entered here, CAKE will redirect anyone who goes directly to CAKE's signup URL to this URL. To use this feature, you must be using CAKE's Affiliate signup API so that any Affiliates who sign up on a third party site will be sent into CAKE.

Affiliate Signup T&C's: A system feature where client Terms and Conditions are displayed on the Affiliate signup URL (http://admindomain.com/affiliate_signup.aspx) so that they are agreed to upon signup. Location:

Affiliate Software: Software that enables advertisers to run their own in-house affiliate program without utilizing a network.

Affiliate Tiers:  A feature that enables you to group your Affiliates into buckets. These can be quality-based buckets, channel buckets, any buckets that suit the client by which you'd like to segregate payout or accessibility of Offers. The setting to enable this feature is located in: Setup > Settings > Global Settings > Naming ID Conventions

Alerts: A mechanism by which CAKE emails users (employees or Affiliates) when certain events occur or conditions are met.

Allocation: The volume for a campaign; on Integrate this is broken up into daily and monthly figures; it can also be used to refer to the campaign as a whole or to the volume assigned to individual publishers.

Allow Affiliates to Create Creatives: A setting that allows Affiliates to add their own creatives. This is exclusively for link-type creatives for direct-link purposes. Location: Setup > Settings > Affiliate Portal Settings > Affiliate Permissions.

Allow Affiliates to Filter Bot Traffic: A setting that shows or hides an "Exclude Bot Traffic" filter on all Affiliate reports. Location: Setup > Settings > Affiliate Portal Settings > Affiliate Permissions. 

Allowed Traffic Types Filter: A setting that changes the Offers displayed in the Affiliate Portal to those that match the traffic types as defined by Verticals, media types, price formats, and countries that an Affiliate has claimed they run. The traffic types are either selected at the time 

Analytics: Technology that helps to analyze the performance of marketing campaign.

Arbitrage: A practice through which web publishers buy and sell web traffic on different pricing models making sure that they back out to profitable numbers.

Auto-Approve: An approval process that occurs automatically as a system process. CAKE allows for Affiliate pixel auto-approvals, where publishers are automatically approved to run a campaign.

Auto-Approve Pixels: This setting automatically approves Affiliate-placed pixels. Otherwise, these accumulate in the "Pending Pixels" queue under the Affiliate main-tab, but technically these don't require approval. Once placed, Affiliate pixels are active. Location: Setup > Settings > Affiliate Portal Setttings > Affiliate Permissions.

B

Banner Ad: A digital ad in the form of a graphic image that appears on a website that advertisers a product, service, or web site. This can be a static image (jpg, gif, png, or a flash or rich-media banner).

Banner ad space: Inventory where banner ads can appear that is sold to advertisers in order to earn revenue for the website.

Base Tracking Domain Redirect: The redirect destination URL when a CAKE tracking link without any parameters is received. Example: http://trackinglink.com compared to http://trackinglink.com?a=1&c=23&s1= which is the standard format. This is also the disposition, visible in the click reports that is assigned to the click that follows this structure.

Behavioral Targeting: The practice of serving ads to groups of users who demonstrate similarities in their interests and behaviors.

BID: Buyer ID; a number automatically assigned by Integrate to a Buyer when they join the platform.

Bot - An Internet bot, also known as web robot, WWW robot or simply bot, is a software application that runs automated tasks over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone. Bots can be used for both commercial purposes, measurement purposes, or malicious purposes such as spambots, viruses, or DDoS attacks.

Breadcrumbs: The related entities displayed on our entity cards that give you insight into Organizational structure. For example, an Offer card will display the 1) Advertiser name (hyperlinked) and 2) Vertical name (hyperlinked) in the Breadcrumbs. Additionally, pertinent information like currency, price format, and Offer type. Locations: Offer card and Campaign Card.

Browse Privacy: The Integrate feature that allows advertisers to decide if they want their ad campaigns to be visible to all publishers on Integrate or to be private and only visible to publishers that they initiate communication with.

Browser: A software application that enables to access the web.  A client program (software), such as Internet Explorer, Netscape, or Opera, that is used to look at various kinds of Internet resources.

Buyer: Company that purchases leads from you

Buyer Contract: Entity in CAKE where Buyer delivery instructions, prices and filters are set

(Buyer Contract) Schedule: A daily schedule that determines when a Buyer Contract can receive leads.

Buyer Credit: Monetary allowance for Buyers to purchase leads

C

Call Generation: The process of driving consumer initiated calls to a business.

Call Verified: The process of having all leads contacted by a call center to verify the contact information and the interest level of the lead before passing to the advertiser.

Campaign: The unique combination of an Affiliate and an Offer, a Campaign is a more granular version of an Offer.

CAN-SPAM: The US law that regulates commercial e-mails.CID:Campaign ID; a number automatically assigned by Integrate to a campaign when it is loaded on the platform.

Carrier: Carrier is a term commonly used in the United States and Canada to refer to a company that provides voice or data services. Carriers can be companies that operate wirelessly or over traditional wired land lines. Examples of such are T-Mobile, Verizon, Comcast, and Time Warner.

Charge Back: An invalid sale that results in the affiliate's commission being forfeited.

Click: When a user presses on a computer mouse or trackpad. As in "click save"

Click Disposition: When a click occurs and any condition is met causing a redirect to another destination (Offer Contract / Offer) - a disposition is tied to that click defining why that redirect occurred. This is the click disposition.

Click Pixel: A javascript and/or image pixel that is placed on an HTML page to track a click in CAKE when a redirect link cannot be used.

Click Through: A way of measuring how many people click a link online to see its destination website. Click-throughs are often used to set advertising rates.

Click-Through Rate: Percentage of visitors who click-through on a link to visit the merchant's web site.

Client Side Tracking: Referring to how activity is tracked on a CPA campaign; requires advertiser to place a pixel on their conversion page.

Commission: Incentive an affiliate earns for generating a sale, lead or click-through to a advertiser's web site.

Contextual Advertising: The process where ads are served on websites based on the content of that site.Conversion Rate:The number of new customers received, divided by the total number of calls, leads or visitors for a given ad campaign. 

Contract Name Visiblity: An Affiliate Portal setting that appends the Offer Contract name in the Offer name in the Offer list to differentiate different options for the same Offer. Location: Setup > Settings > Affiliate Portal Settings > Affiliate Reports Settings.

Conversion: An event that occurs when a visitor click-throughs a link and makes a purchase from or generates a lead for an advertiser. Publishers earn commissions when conversions occur.

Conversion Behavior on Redirect: A tracking setting that determines how CAKE addresses conversions that result from clicks that occurred prior to the redirect condition being met. For example, once an expiration occurs CAKE redirects all clicks from that point forward but for all clicks that have already occurred, the cookie still resides on the user's computer so if they convert at that point, what should CAKE do with that conversion? There are 5 choices: 1) Advertiser Payment, Affiliate Payment, 2) Advertiser Payment, No Affiliate Payment, 3) Ignore Conversion, 4) No Advertiser Payment, Affiliate Payment, 5) No Advertiser Payment, No Affiliate Payment. This setting applies across all Offers unless directly overridden on the Offer card.

Conversion Cap Behavior: A tracking setting that determines how CAKE addresses conversions that result from clicks that occurred prior to the redirect condition being met. For example, once a daily cap is me t CAKE redirects all clicks from that point forward but for all clicks that have already occurred, the cookie still resides on the user's computer so if they convert at that point, what should CAKE do with that conversion? There are 5 choices: 1) Advertiser Payment, Affiliate Payment, 2) Advertiser Payment, No Affiliate Payment, 3) Ignore Conversion, 4) No Advertiser Payment, Affiliate Payment, 5) No Advertiser Payment, No Affiliate Payment. This setting applies across all Offers unless directly overridden on the Offer card.

Conversion Disposition: One of 4 statuses tied to a conversion: 1) Approved, 2) Pending, 3) Rejected or 4) Returned.

Conversion Pixel: A tracking pixel that the Advertiser implements to inform a third party (CAKE or a similar tracking platform) that an event has occurred. There are 4 types : 3 browser HTML pixels (Iframe / Javascript / Image) and 1 server-side pixel called a postback URL. See also Iframe pixel, Image pixel, Javascript, Postback and Global Advertiser Pixel

Conversion Rate: Percentage of clicks that result in a commissionable activity (sale or lead).

Cookie: A simple computer file made of text. The information stored in cookies can be used to personalise the experience when using a website. A website can use cookies to find out if someone has visited a website before and record information (data) about what they did. (per Wikipedia) Also known as an HTTP cookie, web cookie, or browser cookie, is a small piece of data sent from a website and stored in a user's web browser while the user is browsing that website. Cookies were designed to be a reliable mechanism for websites to remember information (such as items in a shopping cart) or to record the user's browsing activity (including clicking particular buttons, logging in, or recording which pages were visited by the user as far back as months or years ago). Tracking cookies and especially third-party tracking cookies are commonly used as ways to compile long-term records of individuals' browsing histories - a potential privacy concern that prompted European and US law makers to take action in 2011.  Cookies can also store passwords and form content a user has previously entered, such as a credit card number or an address. When a user accesses a website with a cookie function for the first time, a cookie is sent from server to the browser and stored with the browser in the local computer. Later when that user goes back to the same website, the website will recognize the user because of the stored cookie with the user's information. For the online advertising industry (and CAKE), cookies are still the standard mechanism by which tracking functions. Only in the last year or so has the standard or preferred method changed to a server-based postback.  

Cookie domain:  The domain used for tracking cookies, tracking URL's or Affiliate links, conversion pixels, impression and click pixels, and post URL's for leads.

Cookie Expiration - When a cookie is planted on a web browser, a date when the cookie expires is defined. This date is important because affiliate sales can only be recorded before the cookie expiration date. This period will also determine if repeat sales will be recorded.

Cookie duration: Also referred to as "Cookie days", the amount of time in minutes, hours, or days that a CAKE cookie lasts. This value is set to 30 days by default matching the impression cookie days, and there is no way to override this default value with another.

Co-registration: A marketing method (often referred to as Co-Reg) whereby publishers in their own sign-up paths include other marketing campaigns that users can register for simultaneously.

Cost per Acquisition (CPA): A type of Advertising that allows advertisers to pay when a qualifying action, such as a sale or registration, takes place.

Cost per Click (CPC): A type of advertising whereby Advertisers pay for every time one of their advertising links is clicked; the cost metric that is used for this type of ad campaign.

Cost per Download (CPD): A type of advertising whereby Advertisers pay for every time one of their advertising results in a download; the cost metric that is used for this type of ad campaign.

Cost per Inbound Call (CPIC): A type of advertising that allows Advertisers to pay for every consumer initiated inbound call that is generated directly from their Affiliates' advertisements; the cost metric that is used for this type of ad campaign.

Cost per Install (CPI): A type of advertising that allows for Advertisers to pay for every mobile app install that is generated directly from their Affiliates' advertisements.

Cost per Lead (CPL): A type of advertising that allows Advertisers to receive “leads” or contact information and other data from consumers that have requested information from the Advertiser or an Affiliate that is advertising on behalf of the Advertising.

Cost per Signup (CPS): A type of advertising that allows the Advertiser to pay for signups that occur on their website or to a specific marketing program.

Cost per Sale (CPS): A type of advertising that allows the advertiser to pay only for the sales that take place as a result of the marketing campaign; the cost metric that is used for this type of ad campaign.

Cost per Mille (CPM): The cost metric for one thousand banner ad impressions (Mille being the French term for thousand).

Creative: The materials used to convey an advertising message; includes digital images, text, company logos, telemarketing scripts, etc.

Creative Image HTML Template: A default setting that enables a CAKE client to implement an static banner creative HTML template so that when uploading static images (jpg, gif, png) we can wrap the image in HTML so that the end result is a ready to run HTML banner for the Affiliate in the Affiliate Portal. Location: Setup > Settings > Global Settings > Creative Settings. This can be complemented further by image hosting available as an add-on service through Rackspace.

Creative Flash HTML Template: A default setting that enables a CAKE client to implement a Flash banner creative HTML template so that when uploading swf flash files we can wrap the file in HTML so that the end result is a ready to run HTML Flash banner for the Affiliate in the Affiliate Portal. Location: Setup > Settings > Global Settings > Creative Settings. This can be complemented further by image hosting available as an add-on service through Rackspace.

Creative Summary Visibility: An Affiliate Portal setting that displays the Creative summary report in the Affiliate Portal Reports sub-tab. Location: Setup > Settings > Affiliate Portal Settings > Creative Summary Visibility.

Credit Limit: Extended credit. This is a management tool to ensure that you are 1) only selling as much as the Buyer has stated they are willing to spend or 2) that you are comfortable selling before receiving payment.

Credit Visibility: A Lead Gen setting that displays the credit limit and the credit used in the Buyer portal for reference. Location: Setup > Settings > Buyer Portal Settings > General Settings.

Customer Acquisition: The process of using advertising efforts to acquire new customers for a business.

Customer Acquisition Cost: The cost associated with acquiring a new customer.

D

DDoS - A distributed denial of service attack (DDoS) occurs when multiple systems flood the bandwidth or resources of a targeted system, usually one or more web servers.

Device - In general, a device is a machine designed for a purpose. In a general context, a computer can be considered a device. In the context of affiliate marketing, refers to the technology name created by a maker of a handset device, such as Android, iPhone, Galaxy, Nexus, iPad.

Demographics - Statistical data relating to the population and particular groups within it.

E

Events - Events are actions that occur before or after an initial conversion or application install. Events are created and live at the advertiser level and can be activated or deactivated at the offer level per each offer that utilizes them.  They can be paid or non paid actions and you can choose to show them in the affiliate portal or not.

H

Host-n-Post Offer - "Host-n-Post Offers" are a hybrid of the two basic offer types, Internal Offers and 3rd Party Offers. Host-n-Post Offers behave in the following way: (1) Users visit an affiliate site and traffic is sent to your server where data is collected. (2)The data is then  posted directly to your Advertiser and the user is then directed to the Advertiser page where they finish the form. (3) Payment is given to you on either the post, or on the form completion, while you pay your affiliates on the initial receipt of data. It is important that you closely manage quality and performance for Host-n-Post Offers as you could end up spending more than you earn.

HTML - Refers to the lines of code that an affiliate places on their web page(s) for linking to the merchant's site. This HTML code contains the unique identifier that identifies the traffic as coming from the Affiliate's web site.

I

IFRAME - HTML tag supporting an inline frame, allowing the inclusion of external objects, including other HTML documents or webpages.

Impression - How many times a link or banner advertisement was displayed or viewed.

Internet - The internet is the largest computer network in the world, connecting millions of computers. A network is a group of two or more computer systems linked together.

ISP - An Internet Service Provider (ISP) is a company that provides you with access to the Internet, usually for a fee. The most common ways to connect to an ISP are by using a phone line (dial-up) or broadband connection (cable or DSL).

L

Lead Generation - The process of creating sales leads which might convert into sale for a company.

M

Margin - Gross margin is the difference between revenue and cost before accounting for certain other costs.

Merchant - The person selling the goods or service is referred to as the merchant. The merchant pays affiliates for sending traffic to the merchant's web site after a product or service is purchased.

O

Offer - Usually associated to a specific landing page. Affiliates run traffic to Offers and are able to access Creatives, Suppression Lists, From and Subject Lines etc. from the Offer. Offers are associated to a specific Advertiser and Vertical.

Offer Contracts - Advertiser Tiered Pricing.

Operating System (OS) - The software that supports a computer's basic functions, such as scheduling tasks, executing applications, and controlling peripherals.

P

Performance Marketing - Marketing in which the merchant only pays commissions for results such as conversions to sales or leads.

 

R

Referrer - HTTP referer (originally a misspelling of referrer) is an HTTP header field that identifies the address of the webpage (i.e. the URL) that linked to the resource being requested. By checking the referer, the new webpage can see where the request originated.

ROI - Stands for 'Return on Investment'. A performance measure used to evaluate the efficiency of a marketing and advertiser campaigns. To calculate ROI, the benefit (return) of an marketing investment is divided by the cost of the marketing investment; the result is expressed as a percentage or a ratio.

RPT - Stands for Revenue Per Transaction, or the amount of money earned from a merchant for each transaction.

 

S

SubAffiliate - A SubAffiliate is someone who joins a two-tier affiliate program after being referred to it by another affiliate. As well as earning commissions on your own sales, you earn commissions on sub-affiliate sales. CAKE utilizes SubIDs to collect information on SubAffiliates.

T

Text Link - A link that is not accompanied by a graphical image.

Tracking Code - Refers to the hidden 1X1 pixel tracking code that is placed on the confirmation page of your store for tracking sales conversions.

Traffic - Internet traffic is the flow of data across the Internet.

U

Unique Click - The process of only counting unique clicks from each web visitor. Unique clicks are typically tracked by recording the IP address and browser header.

V

Vertical - Usually industry or product specific. Verticals will be used to categorize Offers. Affiliates are able to filter Offers by Vertical. Examples include Debt Settlement, Dating or Health  Beauty.

Vertical Category - A higher or more broad classification of Verticals. Every Vertical is associated to a Vertical Category. This is an editable list. Affiliates can filter Offers by Vertical or Vertical Categories depending on the Global Setting selected. Examples include Finance or EDU.

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