Keyword; a relevant word or phrase that has been defined by the website developer to describe the essential content of a given web page; is used by search engines to locate and categorize webpages that match a given search query.

Key performance indicator (or KPI); metric used to evaluate a certain – quantitative or qualitative, financial, etc – factor which is vital to the success of a given business or strategy.


Landing page (or lead capture page); a single webpage displayed as a first touch-point when a potential customer has been approached with a marketing campaign as a result of a search result or an online advertisement. The landing page is used to display additional engaging marketing copy in order to generate a desired action (conversion).

Last click; attribution model that gives the conversion credit for the last touch point – affiliate or marketing channel – connected to a given customer. At a certain point on the customer’s computer can exist more different, unexpired cookies for the very same merchant; the commission will be paid to the affiliate responsible for placing the last cookie.

Lead; a person who is supposed to be interested in purchasing the products or services offered by a given merchant; in affiliate marketing is also used to describe a certain qualified action (e. g. subscription).

Link farm; a directory website set up specifically for the purpose of creating outbound links to other websites in order to improve their rankings; nowadays link farming is generally viewed negatively.

Locking period; a predefined amount of time that can be used by the merchant to reverse or adjust a given transaction due to a certain customer or affiliate behavior (e. g. canceled order or fraudulent transaction).


Manual approval; the joining application of a new affiliate is reviewed and approved or denied manually by the affiliate manager; the opposite is the instant approval upon joining.

Master affiliate network; these networks will give you a short piece of Javascript code that must be embedded in the source code of your website in order to generate affiliate links pointing to different merchants or products; obviously, they will get their share, usually somewhere between 20% and 25%.


Newsletter; a regularly developed publication, report or informational material distributed via electronic mail.

Niche; a specific topic category or segment; if you are promoting diabetic products, you are in the health niche.


Opt-in rate; the percentage of new subscribers acquired after running a promotional campaign; if your offer has been presented to 100 people and you got 4 new subscribers, your opt-in rate is 4%.


Payment threshold; the minimum amount that must be reached by an affiliate in total commissions in order to request a withdrawal or to receive a payment; in most cases is defined by the merchant.

Pay per call (or PPCall); retribution model where the affiliate is credited only when qualified phone calls are received by the merchant.

Pay per click (or PPC); retribution model (or advertising option) where the affiliate is credited every single time when his affiliate link has been clicked by someone.

Pay per lead (or PPL); retribution model where the affiliate is rewarded for generating a so-called “commissionable lead” using methods clearly defined by the merchant.

Pay per sale (or PPS); retribution model where the affiliate is paid exclusively for the generated sales.

Pay per view (or PPV); retribution model where the affiliate is credited for every view, visitor delivered to the merchant’s website.

Point of difference (or POD); the unique angle – product, service, advantage, approach, etc – that will make your website to stand out from the crowd.

Join the Discussion
Write something…
Recent messages
bigrog44 Premium
Thanks for sharing, Zed.
smartketeer Premium
Thanks for reading Roger!
bigrog44 Premium
No problem, Zed.
smartketeer Premium
lesabre Premium
Thank you Sire.
smartketeer Premium
Thank YOU sire!
dowj01 Premium
This is so useful. Learning is so important whatever level we are at. Everything is starting to make sense!
Thanks for posting.
smartketeer Premium
Thanks for your time Justin!
nsilva2270 Premium
Great post! Everyone, no matter their training level, can benefit from this one. Thanks
smartketeer Premium
Hopefully they will :)

Thanks Nancy!
directJ Premium
saving this!!! being new and not understanding all the terms this is going to be GOLD!!!!
smartketeer Premium
Glad to hear that :)