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ThailandPerformance Marketing Glossary
Master key terminology across CPA/CPI models, S2S cookieless attribution, bot fraud shielding, mVAS direct carrier billing, and real-time EPC optimization.
Core Essential Terms
CPA (Cost Per Acquisition)
A performance pricing model where advertisers only pay when a specific, qualifying action (like a completed sale or subscription) occurs.
CPI (Cost Per Install)
A mobile app marketing payout model where advertisers pay strictly for verified unique mobile application installations and initial launches.
S2S Postback (Server-to-Server Tracking)
A cookieless, secure attribution method where conversion data is communicated directly between advertiser servers and affiliate tracking platforms via API callbacks.
EPC (Earnings Per Click)
A critical metric measuring the average revenue generated by a publisher or affiliate for every 100 clicks sent to an offer.
mVAS (Mobile Value-Added Services)
Digital content and utility services billed directly to a subscriber's mobile phone bill or prepaid balance via Direct Carrier Billing (DCB).
Incrementality & Lift Testing
The measurement of conversions that occurred purely as a direct result of a specific marketing campaign and would not have happened organically.
All Glossary Definitions
Ad Fraud Shielding & Bot Filtering
Automated technical safeguards that detect and block non-human traffic, click farms, VPN/data-center proxies, and cookie stuffing before commissions are registered.
Attribution Window
The defined timeframe between a user clicking or viewing an ad and subsequently converting, during which the partner receives credit.
CPA (Cost Per Acquisition)
A performance pricing model where advertisers only pay when a specific, qualifying action (like a completed sale or subscription) occurs.
CPI (Cost Per Install)
A mobile app marketing payout model where advertisers pay strictly for verified unique mobile application installations and initial launches.
CPL (Cost Per Lead)
A pricing model where advertisers pay for verified user contact inquiries, form submissions, or pre-qualified registrations.
CPS (Cost Per Sale / RevShare)
A pure revenue-sharing payout structure where affiliates receive a percentage or fixed fee from every completed shopping cart checkout.
CTIT (Click-to-Install Time)
The time elapsed between an ad click and the first app open, used to detect click injection or install hijacking fraud.
EPC (Earnings Per Click)
A critical metric measuring the average revenue generated by a publisher or affiliate for every 100 clicks sent to an offer.
Incrementality & Lift Testing
The measurement of conversions that occurred purely as a direct result of a specific marketing campaign and would not have happened organically.
LTV (Customer Lifetime Value)
The total projected net profit attributed to the entire future relationship with a customer.
MMP (Mobile Measurement Partner)
An impartial third-party platform (e.g. AppsFlyer, Adjust, Branch) that tracks, deduplicates, and attributes app installs across multiple advertising channels.
ROAS (Return on Ad Spend)
A marketing metric measuring gross revenue generated for every dollar invested in advertising.
S2S Postback (Server-to-Server Tracking)
A cookieless, secure attribution method where conversion data is communicated directly between advertiser servers and affiliate tracking platforms via API callbacks.
SOI vs. DOI (Single Opt-In vs. Double Opt-In)
The verification mechanism for lead acquisition: Single Opt-In confirms upon submission, while Double Opt-In requires email/SMS confirmation.
Smartlink
An intelligent traffic redirection algorithm that automatically routes incoming clicks to the highest-converting offer based on GEO, OS, device, carrier, and real-time EPC.
mVAS (Mobile Value-Added Services)
Digital content and utility services billed directly to a subscriber's mobile phone bill or prepaid balance via Direct Carrier Billing (DCB).