India
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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
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.