# Glossary

# S2S Postback

S2S postback (also known as WebHook) is a way to send data to third-party service.

# Placeholder

A placeholder (also known as macros) is a special string that runs some code and substitute itself with the result.

# Profit

Profit is calculated as Revenue - Cost.

# Conversions

Conversion is the action, performed by the user. There are different types of conversions:

  • Lead - a user signs up, or requests to register.
  • Sale - a user performed the action, which you got a payout for.
  • Rebill - a user performed the action, which you got an additional payout for.
  • Rejected - either a user rejected the offer, or the lead was rejected by the affiliate network.

# Subid

Unique click ID in Keitaro. It can be sent to offer with macros {subid}.

# Tid

Transaction ID. Keitaro uses that parameter to create additional sales (rebills).

# Capping

See offer capping.

# CR

Conversion rate. Formula is Amount of conversions (hold + confirmed) / Number of clicks × 100.

# CR (hold)

Conversion rate. Formula is Conversions in hold / Number of clicks × 100.

# CR (sales)

Conversion rate. Formula is Number of verified conversions / Number of clicks × 100.

# Unique CR (uCR)

Conversion rate (unique clicks to registrations). Formula is Registration conversions / Number of unique clicks × 100.

# CR (regs to deps)

Conversion rate (reg to deps). Formula is Number of deposit conversions / Number of registration conversions × 100.

# EPC (all)

Earnings per click. Formula is (Hold + Confirmed revenue) / Number of clicks.

# EPC (hold)

Earnings per click. Formula is Hold revenue / Number of clicks.

# EPС (confirmed)

Earnings per click. Formula is Confirmed revenue / Number of clicks.

# Unique EPC (uEPC) (all)

Earnings per unique click. Formula is (Hold + Confirmed revenue) / Number of unique clicks.

# Unique EPC (uEPС) (hold)

Earnings per unique click. Formula is Hold revenue / Number of unique clicks.

# Unique EPC (uEPС) (confirmed)

Earnings per unique click. Formula is Confirmed revenue / Number of unique clicks.

# CPC

Cost per click. Formula is Costs / Number of clicks.

# Unique CPC (uCPC)

Cost per unique click. Formula is Costs / Number of unique clicks.

# EC (hold + confirmed)

Earning per conversion. Formula is (Confirmed revenue + Revenue in hold) / Number of conversions.

# EC (confirmed)

Earning per conversion. Formula is Confirmed revenue / Number of conversions.

# eCPC

Cost per 1000 clicks. Formula is Costs / Number of clicks x 1000.

# eCPM (hold + confirmed)

Profit per 1000 clicks Formula is (Revenue in hold + Confirmed revenue)/ Number of clicks x 1000.

# eCPM (confirmed)

Profit per 1000 clicks. Formula is Confirmed revenue / Number of clicks x 1000.

# LP CTR

Landing page conversion. Formula is Clicks of landing page / Visitors of landing page x 100.

# ROI (hold + confirmed)

Formula: ((Hold + Confirmed revenue) - Cost) / Cost * 100.

# ROI (confirmed)

Formula: ((Confirmed revenue) - Cost) / Cost * 100.

# CPA

Cost per action. Formula is Cost / (SUM(lead) + SUM(sale) + SUM(rejected)).

# CPL

Cost per lead. Formula is Cost/ Number of hold conversions.

# CPS

Cost per sale. Formula is Cost / Number of verified conversions.