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Performance Knowledge Moat

Performance 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

Payout Models & Monetization Essential

CPA (Cost Per Acquisition)

A performance pricing model where advertisers only pay when a specific, qualifying action (like a completed sale or subscription) occurs.

CPA = Total Marketing Spend / Total Number of Conversions (Acquisitions)
Full Breakdown →
Payout Models & Monetization Essential

CPI (Cost Per Install)

A mobile app marketing payout model where advertisers pay strictly for verified unique mobile application installations and initial launches.

CPI = Total Campaign Spend / Total Verified App Installs
Full Breakdown →
Attribution & Tracking Essential

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.

https://track.shubhbusinesssolutions.com/postback?click_id={CLICK_ID}&payout={PAYOUT}&tx_id={ORDER_ID}
Full Breakdown →
Attribution & Tracking Essential

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.

EPC = (Total Commission Earned / Total Clicks Sent) * 100
Full Breakdown →
MVAS & Carrier Billing Essential

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).

Carrier Billing Flow: User Click -> MSISDN Header Enrichment (1-Click) -> Telco API Charge -> Service Access
Full Breakdown →
Attribution & Tracking Essential

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.

Incremental Lift % = ((Conversion Rate of Test Group - Conversion Rate of Control Group) / Conversion Rate of Control Group) * 100
Full Breakdown →

All Glossary Definitions

Payout Models & Monetization

CPI (Cost Per Install)

A mobile app marketing payout model where advertisers pay strictly for verified unique mobile application installations and initial launches.

CPI = Total Campaign Spend / Total Verified App Installs
5 Related Topics Read Guide →
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