Access Key - A key needed to use ClickFlare's API without the need to use your password at the same time. It is required to get an access token used in an api-token HTTP header with every request you make to ClickFlare's API.

Account Owner - Usually the individual who creates an account in ClickFlare or more commonly the one that has full access of it.

Ad exchange - A platform where publishers and advertisers come to trade traffic using Real-Time-Bidding and other methods. Ad Exchanges are typical traffic sources for your campaign and each of them has their own requirements regarding elements such as the type of campaigns that can be run.

Admin - An individual who holds administrative rights over an account and has the following permissions: specifies workplaces, assigns other individuals to workspaces and has unlimited access to all data.

Ad server - A server where ads are stored, managed, delivered to you as a website end-user and monitored on their performance.

Advertiser - Any individual that wants to promote an offer can be an advertiser, before doing so they need to have a set of components in place: a traffic source with a pre-approved campaign, a valid standalone offer or from an affiliate network, a tracking software for campaign optimization and a landing page.

Affiliate Network - A platform that brings together offer owners and individuals who want to promote their offers.

AP (Average Payout) - An indicator that shows how much revenue you generate from one conversion. It is calculated by using the following formula:

Total revenue ($) / Number of conversions = Average payout ($)

API (Application Programming Interface) - A programmatic way that allows users to view or manipulate ClickFlare's resources through a predefined set of request messages.

Bid/ Bidding - The amount of money an advertiser is willing to pay for an action.

Bid Floor - A campaign bid that is below the minimum Cost per mille (thousand) set by an ad exchange to bid on their traffic.

Bulk Actions/ Bulk Import - A feature that enables you to add multiple offers, landers and campaigns at once.

CTA (Call To Action) - A CTA is any link or button that redirects a user to an offer. CTAs should contain a Click URL to track a visitor using ClickFlare's click ID token.

Campaign Elements - Elements that you create in ClickFlare to run a campaign funnel; they include campaigns, offers, landers, flows, traffic sources and affiliate networks.

Campaign URL - Every campaign in ClickFlare produces a unique campaign URL link that has to be placed on your traffic source's side. It redirects a user from an ad to a landing page or directly to an offer through ClickFlare. The campaign URL uses a traffic source's specific tokens to pass info about the user's visit. Data that can be used to improve your campaigns' performance.

CDN (Content Distribution Network) - A network of proxy servers and data centers that deliver images, html, css, js files, etc, to end-users, or used to host content for your landing page.

Click ID - A click ID is ClickFlare's specific alphanumerical string of 24 characters that starts with a lowercase and is used to uniquely identify a visit.

Click URL/ multi-offer click URL - A link or set of links provided by ClickFlare and pasted in the body section of landing page HRML, to direct a user to an offer or offers.

Conversion cap - A feature that enables you to limit the daily number of conversions for one offer and redirect visitors to another one, ensuring you don't lose traffic whenever an affiliate network puts a restriction on the number of conversions allowed per day.

Conversion upload - A feature that allows you to upload conversions that occurred but weren't registered by ClickFlare. To enable it, you need to provide a click ID with an optional payout, transaction ID and conversion type parameters. Additionally, conversion upload can be used to correct any payout discrepancies between an affiliate network and ClickFlare.

Cookie - Small text files stored locally by a website or ad server, which are able to remember preferences and recognize websites visited and/or web browser used from one visit to another.

Cost models - Cost-per-mille (CPM), Cost-per-action (CPA), Cost-per-click (CPC), Revshare and Auto option.

CPA (Cost Per Action) - A model of buying traffic from a traffic source, where you pay for single user actions such as purchases, app installations, etc. In ClickFlare, CPA is fixed, which means that you have to provide a cost value when creating a campaign to properly track costs.

CPC (Cost Per Click) - A model of buying traffic from a traffic source, where you pay for every time a user clicks on an ad. In ClickFlare CPC is fixed, which means that you have to provide a cost value when creating a campaign to properly track costs.

CPI (Cost Per Install) - A sub-category of the CPA model, where you pay for every time a user installs an app and triggers the conversion event.

CPL (Cost Per Lead) - A sub-category of the CPA model, where you pay for a lead.

CPM (Cost Per Mille) - A model of buying traffic from a traffic source, where you pay for a thousand ad impressions. In ClickFlare CPM is fixed, which means that you have to provide a cost value when creating a campaign to properly track costs. The CPM does not depend on further user actions, like a click or a conversion. You need to properly set up impression tracking in order to accurately record impressions.

CPV (Cost per visit) - An indicator of how much you pay for a single visit (click on the ad). It is calculated by using the following formula:

Total Cost ($) / Number of visits = Cost per visit ($)

CR (Conversion rate) - A key indicator of your campaign's performance. It tells you how many users have converted after clicking on an offer on a landing page. It is calculated by using the following formula:

Number of conversions / Number of clicks * 100% = Conversion rate (%) (clicks)

CTR (Click-through rate) - An indicator used to tell how appealing your offers are to your audience, showing how many users have clicked on an offer after seeing it on a landing page. It is calculated by using the following formula:

Number of clicks / Number of visits * 100% = Click-through rate (%)

Custom Conversion - A feature that enables you to define multiple conversion types and see specific indicators on your users.

Customer - Any individual who uses ClickFlare.

Custom Variable - Special parameters that enable you to pass any arguments from a traffic source further. When adding a custom traffic source component, you must properly configure custom variables according to the traffic source's requirements.

CV (Conversion rate) - A key indicator that reveals how profitable your offers are, by calculating how many users have converted after clicking an ad on a publisher's page. It is calculated by using the following formula:

Number of conversions / Number of visits * 100% = Conversion rate (%) (visits)

Dashboard - The central hub to check the performance of your campaigns in ClickFlare

Dedicated Domain - A top-level unique domain assigned to your ClickFlare account.

Direct Tracking - A tracking method that lets you track user-generated events without redirecting them through a tracking software.

Domain Name - A character string that helps you easily find a site, without the need to remember its IP addresses.

DNT (Do Not Track) - An option of a web browser that sends a request to a web application to disable tracking of an individual user.

Drill-Down Report - A specific type of report that allows you to dig into up to six levels of data sets, narrowing down displayed data according to selected criteria.

Dynamic Call-Outs - Display ClickFlare parameters on a landing page that are specific for the user.

eCPA (effective Cost Per Action) - An indicator of the actual cost of a user action such as signing up for a newsletter or installing an app, etc.

When purchasing traffic using the CPA cost model - eCPA = CPA (for this cost model, second price auction bidding model is not used).

When purchasing traffic using other models, eCPA, is calculated by using the following formula:

Effective cost per action or acquisition rate ($) - Total cost / Number of acquisitions (conversions)

eCPC (effective Cost Per Click) - An indicator of the actual cost for a click on the ad.

When purchasing taffic using the CPC cost model, the eCPC shows you how much you actually have paid for the traffic (for this cost model second price auction bidding model is used).

When purchasing taffic using other models, the eCPC shows you the estimated average price for a single click.

eCPC is calculated by using the following formula:

Total cost / Number of clicks = Effective cost per click

eCPM (effective Cost Per Mille) - An indicator of the actual cost for buying a thousand ad impressions.

When purchasing traffic using the CPM cost model, the eCPM shows you how much you actually have paid for the traffic (for this cost model, second price auction bidding model is used).

When purchasing traffic using other models, the eCPM shows you the estimated average price for one thousand impressions.

eCPM is calculated by using the following formula:

Total cost / Number of impressions * 1000 = Effective cost per mille

End user - The user of an internet-connected device.

EPC (Earning per click) - An indicator of how much revenue you get for a single click on the ad. It is calculated by using the following formula:

Total revenue ($) / Number of clicks = Earnings per click ($)

EPV (Earning per visit) - An indicator of how much revenue you get for a single visit to your website. It is calculated by using the following formula:

Total revenue ($) / Number of visits = Earnings per visit ($)

Event - An event can be one of the following:

- an impression, when an ad is viewed by a user
- a visit, when a user goes on a landing page
- a click, when a user lands on an offer
- a conversion, when a user buys what is being offered

Event log - A feature that tracks all actions taken in ClickFlare by any user for any given timeframe.

External ID - A unique string of characters that a traffic souce uses to identify a visit. After the initial redirect through a campaign URL, the external ID is matched with ClickFlare's specific click ID. If you want to pass information about conversion back to your traffic source via a postback URL, you must use the external ID.

Flow - A predefined component used to redirect traffic to multiple desired locations for different campaigns. A flow may contain rule-based paths or direct ones.

Fraud - Any action that aims to artificially increase traffic.

FTP (File Transfer Protocol) - A primary way to interact with your server file system e.g. modifying files.

Geographic Location - The location of the device that you are using - country/ region/ city and ISP.

Grouping - An option that allows you to view multiple data categories, bundled together by predefined characteristics, to enrich your reports.

HTML (HyperText Markup Language) - A language used to create web pages, web applications and manage landing pages.

HTTP request header - The vast majority of the content that appears in a browser, is transmitted to a device over HTTP.

HTTP request parameters - Additional pieces of information transmitted from one device to another that you might see in the address bar of your browser. They are in the form of parameter_name={token} pairs, where {token} is replaced with a concrete value once the URL is activated, and separated from the URL by a ?. There might be more than one parameter_name=value pair, where each of them are separated by an &.

iCTR (Impression Click-Through Rate) - An indicator of how appealing an ad is to your audience. It calculates how many users have clicked the ad after viewing it, by using the following formula:

Number of visits / Number of impressions * 100% = Impression click-through rate (%)

Invalid Traffic - Any traffic that has no real interest in promoted offers. This includes human accidental clicks, non-malicious crawlers, and intentional fraud.

IP address - A unique address that identifies a device on the internet or a local network. IP addresses are the identifier that allows information to be sent back and forth between devices on a network: they contain location information and make devices accessible for communication.

IP/UA Filtering - A feature that allows you to blacklist IP/ IP ranges and user agent values to exclude them from incoming traffic.

ISP (Internet service provider) - Any company that provides access to the internet.

Landing Page/ Lander (Also referred as pre-sales page, pre-lander, or CTA page) - An externally hosted, publicly accessible web page that contains CTA link/ button to an offer or offers. In order to properly track traffic coming towards the landing page, a lander component has to be set up in ClickFlare.

LTV (Lifetime value) - The sum of all earnings generated from a customer.

Offer - Any product or service an advertiser wants to promote. An offer is an endpoint for user traffic. Traffic can be sent directly or through a landing page to the offer.

Optimization Calculator - Any method whose end result is to improve the performance of your campaigns.

OS (Operating System) - A software that acts as an interface between computer hardware components and the user. Examples include: Microsoft Windows, Mac OS, Linux, etc.

Path - Used to redirect traffic inside a campaign. It can use a direct URL or certain rules to guide traffic to its desired destination.

Payout - The amount that an affiliate network or an offer owner pays you after a successful conversion.

Personal data - Any information relating to an identified or identifiable person.

Pixel Redirect - Used when you want to send client-side conversions back to a traffic source that does not support a postback URL.

PPC (Pay Per Click) - A cost model usually used by search-type campaigns.

PPV (Pay Per View) - A cost model used by advertisers and marketers to pay only if their ads are displayed on a user's browser.

Pricing Plan - Plans used by ClickFlare to match the needs of different customers.

Private Workspace - A specific area where only certain employees such as Workers, Admin and Account Owners have access to.

Processing - Any operation that alters, modifies and uses data.

Public campaign element - A campaign element that is accessible to all account users.

Public Workspace - The area of an account used by all employees.

QPS (Queries Per Second) - The number of operations performed by a database in one second.

RTB (Real-Time Bidding) - A programmatic type of bidding for an ad inventory that occurs in real-time when a web page loads, used by ad exchanges.

RRAPI (Real-Time Routing API) - A feature that allows a user to direct traffic to a specified endpoint and bypass ClickFlare's traffic retargeting component.

Redirect tracking - A tracking method that redirects a visitor through a tracking software to a lander or an offer.

Referrer domain - The address that led you to a secondary page.

Report - Insights on your campaign's performance.

Request time - The time when a query is sent to ClickFlare's database.

Retargeting - A strategy that gathers info on visitors' preferences based on their previous actions.

ROI (Return of investment) - A key indicator of the profitability of your campaign.

- If ROI = 0% - Your campaign has neither lost nor made money.

- If ROI > 0% - Your campaign has made a profit.

- If ROI < 0% - Your campaign has lost money.

ROI is calculated by using the following formula:

Total revenue ($) - Total cost ($) ) / Total cost ($) * 100% = Return on investment (%)

Role - A user's role defines their access levels inside ClickFlare.

RON (Run Of Network) - A type of campaign that targets only traffic from a specified country or region.

RPM (Revenue per mille) - An indicator of how much you earn for thousand impressions. It is calculated by using the following formula:

Total revenue ($) / Number of impressions * 1000 = Revenue per mille ($)

Rule - A predefined set of criteria used to redirect traffic to a desired location. A rule can be made of multiple conditions, which in the event that they are met, direct the traffic to the designated lander or offer. When the conditions are not met, the traffic passes through the next rule (if there is one).

S2S (Server-To-Server) - A type of communication used for conversion tracking.

SaaS (Software as a Service) - Software that is licensed on a subscription basis model.

sCTR (Sublander click-through rate) - Measures a ration of clicks on a lander to clicks on a sublander. This indicator is used when you include listicles in your campaign. It is calculated by using the following formula:

Number of clicks / Number of intermediate clicks * 100% = Sublander click-through rate (%)

Second-price auction model - A model in real-time bidding which potentially enables a winner to pay a little less than their original proposed price.

TLD (Top-Level Domains) - In the DNS hierarchy, a TLD represents the first stop after the root zone. In simpler terms, a TLD is everything that follows the final dot of a domain name.

Tracking Domains - Used to pass traffic through ClickFlare to properly track events. Tracking domains are placed in campaign URLs, click URLs and tracking pixel URLs. ClickFlares gives you different tracking domains and also allows you to use your own custom ones. You can configure them in the Settings Menu.

TS (Traffic source) - Any organization that generates user traffic that you can use in your campaign funnel. Examples include: publishers, ad networks, ad exchanges, Facebook, Google and Demand-Side Platforms.

TTL (Time-To-Live) - The minimum time to propagate the DNS settings through the network. While setting up a CNAME for your custom domain, select the lowest TTL value for faster DNS settings change propagation.

Two-factor authentication - An additional layer of security used to protect your account. To boost its security, two-factor authentication uses a time-based digit code as a requirement to sign in.

Unique Visit - A visit from someone who has no cookies related to them. The lifespan of a cookie is 24, hence a secondary visit from the same person will be counted as a unique visit.

URL (Uniform Resource Locator) - The address of a given unique resource on the Internet.

User - Any individual who is an end-user, can sign in and access ClickFlare.

User Agent - Information about a device, OS, web browser that is being used to access a website.

Visitor - Any individual who visits a digital ad.

Win Rate - A method to evaluate how successful your bidding has been, by showing you how many auctions you are winning. It is calculated by using the following formula:

Number of impressions won / Number of impressions bid * 100% = Win rate (%)

Worker - An employee that can create, edit a campaign's components and access reports in their assigned workspace.

Workspace assignment - Determining which campaign funnels any given user has access to.

Workspaces - A feature that separates and assigns campaign components to different users.