A US banking system for electronic payments that typically takes 3-5 business days to process.

Application Programming Interface - allows your technical team to connect Everflow with other software and platforms. This helps you move data between systems automatically. It also helps you get fuller reports if, for example, you need broader information on your Click / Conversion data.

A person at your company who builds and maintains relationships with your Partners (affiliates/publishers) and Advertisers. They're the main point of contact for these relationships.

Similar to an Account Executive, but focuses on growing existing relationships rather than building new ones. They help Partners and Advertisers get better results over time.

The company / Brand that owns the product or service being promoted and pays Partners when they generate successful Conversions. For example, if you're promoting Nike shoes, Nike would be the Advertiser. If you're promoting your own products, you'd also be the Advertiser.

A special interface that gives Advertisers access to data about their campaigns. It lets them see performance metrics without accessing The Core Platform.

A way for Advertisers to tell Everflow when a Conversion happens. When someone completes an action / Event (like making a purchase), the Advertiser's system sends this information back to Everflow so it can be tracked.

A report showing how each Advertiser is performing, with the option to see details for each of their Offers, use filters to narrow down the search, etc.

People or companies who promote Offers in exchange for commission. Also called Publishers, Partners, or Influencers. For example, a blogger who places links to products on their website is an Affiliate. A lot of Affiliates work through socials like Meta (Facebook) and use coupon codes or their individuals tracking links to get recognition for their efforts.

A specialized interface in Everflow designed for agencies to efficiently manage multiple brand accounts. This centralized dashboard allows agencies to view and access all their client brands’ accounts from a single login, streamlining account management and reporting across different brands.

Agencies who are partnered with Everflow to help solve customer challenges and accelerate growth. Through these partnerships, Everflow can match clients with agencies based on their specific needs, whether they require technical support, or seek specialized management expertise to launch or scale their partner program. Agency partners can help with program launch and design, affiliate recruitment and activation, compliance and monitoring, partner optimization, reporting and analytics.

When a user downloads and installs a mobile app. This is often tracked as a Base Conversion or an Additional Event in mobile app campaigns.

Total number of Conversions that have been approved either automatically or manually.

The combined partner payout and advertising cost for a specific event - Payout + Media Buying Cost for the specific Event

The revenue generated from a specific event.

Conversions (like sales or sign-ups) that are credited to specific Partners who drove that customer action, whether they are last- or first-touch.

Money earned that is credited to specific marketing sources or Partners based on Everflow's tracking.

Permission settings that control what payment actions different team members can perform.

The average amount of money spent per Conversion. Calculated by dividing your Total Sales by the number of Conversions (Gross Sales divided by Total Conversions.).

The primary action that counts as a successful Conversion, such as a purchase, app install, or form submission. This is what Advertisers pay Partners for. Here it is important to note that some Advertisers can choose to pay for Additional Events too, yet those are optional unlike the Base Conversion Event.

Another term for "Advertiser" - the company whose products or services are being promoted.

Software used to access websites, like Google Chrome, Safari, or Firefox. Everflow can track which browsers users are using when they interact with your Offers.

A way to group similar Offers together. For example, you might have categories like "Gaming," "Health & Fitness," or "Financial Services" to help Partners find relevant Offers to promote. It also helps with internal organization in a similar manner to Labels to use as filters for Reporting and other cases.

The specific method or platform used to promote an Offer, such as email marketing, social media, blogs, or paid ads on socials like Meta (Facebook), TikTok, and others. Tracking channels helps you understand which promotion methods work best.

In Everflow, the equivalent of a checkout page is the point at which a Conversion is recorded. This happens when a user completes the desired action, such as making a purchase, filling out a form, or signing up for a trial. Think of it as the "final step" in the customer journey where the Conversion is confirmed and recorded within Everflow. You can also use Checkout Page literally if you're working with Shopify or managing e-commerce clients.

Dishonest activity where Clicks are artificially generated to inflate statistics or earn Commissions unfairly. Everflow has tools and anti-fraud integrations to detect and prevent this.

A detailed breakdown of each Click, showing information like when it happened, which Partner drove it, the user's location, device, and more. From the Click Report, you can also access the Flowchart to see a breakdown of the user journey, including Click, multi-touch attribution for different Partners, Conversion, and Partner Postback.

How long it takes between when a user Clicks a tracking link and when they complete a Conversion. This helps measure how quickly users make decisions and detect potential fraud. Think about it this ways way: how likely is the user to click on your ad and then buy a product within a few seconds?

In Everflow, Click-Through Attribution is the standard method for tracking and crediting Conversions to Partners. It essentially means that a Conversion is attributed to the Partner whose tracking link was clicked by the user, leading them to complete the desired action.

The percentage of people who click on a link after seeing it. Calculated as: (Number of Clicks ÷ Number of Impressions) × 100. For example, if 100 people see your ad and 5 click on it, your CTR is 5%.

Actions recorded when users click on Everflow tracking links. By default, “Clicks” are defined as Unique Clicks + Duplicate Clicks. If you are working with Pay-Per-Call Offers, you can also use numbers as your Default Landing Page to track calls as Clicks.

If you're the one who has an Everflow account and uses the platform to manage your affiliate marketing programs, you are the client in this sense. You're the one paying Everflow for the service / Core Platform and using the platform to track, manage, and optimize your campaigns. But if you're an agency, you also have Clients that either use Advertiser Platform or the Core Platform depending on whether or not they are also Everflow clients.

Shows how user behavior develops over time after specific actions. For example, you can see how many users convert 1 day, 7 days, or 30 days after clicking. Keep in mind that the Cohort Report functions with top-level metrics such as Clicks.

The payment that Partners receive when they generate successful Conversions. Can be a flat fee, percentage of sale, or other mixed payment model. We also refer to Commissions as Payouts.

The IP address where the Conversion was recorded. If using a pixel, it may match the session IP. If using a server postback, it will be the Advertiser's server IP.

Average number of Conversions per Gross Click. This is represented as a percentage and does not include additional Conversion actions, which are called “Post-Conversion events”. For example, if 100 people click your link and 5 make a purchase, your conversion rate is 5%.

A detailed report showing information about each Conversion, including when it happened, which Partner drove it, and other important data. You can also access the Flowchart from this report.

A Conversion (CV) is the general term for the successful completed action that was the goal of your Offer. A successful Conversion depends on the goals set for your Offer, such as when they purchase a pair of shoes, install an App or sign up for a subscription on your website.

A cookie is a small piece of data stored on a user's computer by a website to remember information about their interactions and preferences.

First-party cookies are created by the website you're directly visiting, enhancing your experience on that site.

A cookie created by a domain other than the one the user is visiting, tracking your activity across multiple websites for purposes like targeted advertising.

A fraudulent practice where cookies are placed on users' computers without their knowledge, falsely crediting affiliates for sales they didn't actually influence.

The amount you pay per 1,000 impressions. "Mille" means thousand. For example, a $5 CPM means you pay $5 for every 1,000 times your ad is shown.

The amount you pay a Partner for each conversion. For example, $10 per app install or $5 per email sign-up (Total cost (Partner Payout) for each Conversion. Conversion and Action mean the same thing in this context).

The amount you pay a partner for each click they generate. Calculated by dividing total partner payment by number of clicks (Total cost (Partner Payout) divided by the number of clicks).

This takes a set percentage of the total sale to determine the payout amount. You will need to pass the sale amount dynamically in the amount parameter of the Offer Postback/JavaScript SDK conversion script/e-commerce integration. In other words: a commission model where partners earn a percentage of each sale they generate. For example, 10% of the purchase amount.

In Everflow, a coupon code is a trackable identifier used to attribute conversions to specific partners or marketing campaigns when a user redeems a discount or offer during a purchase. For example, using "BLOGGER20" shows that a specific blogger drove that sale.

In Everflow, custom reporting metrics are user-defined calculations or data points that go beyond the platform's standard metrics, allowing users to track and analyze specific performance indicators relevant to their unique business needs. In simpler terms, they are personalized calculations you create to track specific aspects of your campaigns that matter to your business beyond standard metrics.

The daily report in Everflow provides a snapshot of your network's performance for a specific day, presenting key metrics like clicks, conversions, revenue, and payouts, helping you monitor daily trends and pinpoint potential issues.

A customizable overview page showing your most important performance data in one place, with charts and graphs for quick analysis. Best part? Each user can customize their own Dashboard without affecting other team members.

In Everflow, deep linking allows partners to send users directly to specific content within an offer, bypassing the default landing page and enhancing user experience.

The primary payment system automatically assigned to new Partners in your Everflow account.

The time between when a user clicks and when they convert. Also called "Click to Conversion Time."

The Dimensional Report allows you to review up to five different data points and multiple metrics in one view, with the option to break down your view around a selected data point. This is particularly useful for performance optimization.

These are clicks that have been considered duplicates. It is setup in the Unique Session Identifier and Duration section and managed at the Offer level in the Tracking & Controls page. These clicks are allowed to see the destination URL and end page.

Structured similarly to the Offer Report, the Dynamic Nested Report allows you to view reporting data using a parent-child hierarchy.

The average amount of money earned for each click. Total Earnings divided by the number of clicks.

Average number of Post-Conversion events per unique Conversion. This is represented as a percentage.

The Event Report allows you to break down performance data by specific Event for each Offer.

Offer Events are any additional tracked actions that usually happen after the initial Conversion goal.

An Everflow instance is a dedicated and isolated environment within the Everflow platform, with its own unique configuration, data, and user access.

Everflow Investigator is a tool within the Everflow platform that allows you to search through raw data, such as clicks and conversions, to investigate specific values or patterns.

A method where the Partner who first introduced a user to an Offer gets credit for the Conversion, regardless of other touchpoints along the way and any subsequent interactions with other partners.

Functioning as a pivot table, the Flex Report allows you to flexibly group and slice data by selecting one or more columns. This is useful for building a customized free-form report to view the data in any way you like.

The flowchart offers a visual representation of the journey a user takes from clicking a tracking link to a conversion. It provides a detailed breakdown of each step in the process.

Fraud level typically refers to a metric or indicator used within the platform's anti-fraud tools, particularly SmartSwitch, to identify potentially fraudulent traffic or conversions. It's a way to quantify the suspicion or likelihood of fraudulent activity associated with a specific click, conversion, or traffic source.

A funnel refers to the visualized path a user takes from the initial point of interaction (typically a click on a tracking link) through various stages until they complete a desired action (the conversion). Everflow's funnel reporting and visualization tools help advertisers and partners understand the drop-off rates at each stage of this process, allowing them to identify bottlenecks and optimize their campaigns for better conversion rates.

The average cost of acquiring a customer through the entire funnel process - Total Funnel Cost / Count of the specific Event.

The average revenue generated per acquisition through the entire funnel process - Total Funnel Revenue / Count of the Specific Event.

These are all clicks, including Unique, Duplicates and Invalid.

Sum of the data passed in the &amount= spot in the Postback URL.

A 72-hour security period applied to new deposits before the funds can be used for partner payments.

The Hourly Report provides a breakdown of your network's performance data on an hourly basis.

The Impression Report shows you a detailed breakdown of each impression and their passed values.

Impressions refer to the number of times an advertisement or offer is displayed to users. It's a key metric for measuring the reach and visibility of your campaigns, helping you understand how often your ads are being seen by potential customers.

Everflow's powerful integrations enable you to pull the data you need from CRMs and CDPs while also pushing out performance data for optimizing channels like Facebook and Google Ads.

Clicks that fail the Offer for any reason. These clicks do not see the destination URL, but go instead to your Fail Traffic offers, if you've set them up, or a blank page.

Invalid conversions generally refer to conversions that the system has flagged as not meeting the necessary criteria for proper tracking or validation. This can occur for a variety of reasons such as Postback Controls, exceeding caps, or exceeding lookback windows.

JavaScript tracking refers to the use of JavaScript code snippets to track user activity on websites. JavaScript code is placed on landing pages to record user clicks, as well as on conversion pages (e.g., "thank you" pages) to record when a user completes a desired action, such as a purchase or signup.

The standard verification process in Everflow Pay where Partners' identities are being verified before they can receive payments. This includes collecting and validating official documentation to ensure payment security and regulatory compliance.

Labels are custom "tags" that can be added to a Partner, Advertiser or Offer which can be used for internal reporting, searching or filtering.

A landing page refers to the web page that a user reaches after clicking on an affiliate or tracking link. Within Everflow, the "Default Landing Page" or "Offer URL" represents the primary landing page for an offer.

Last touch attribution in Everflow credits the final affiliate interaction that directly precedes a conversion.

Everflow is used to track and manage the flow of leads. Lead generation is a common marketing objective. Businesses use various strategies to capture leads, such as Form submissions, Sign-ups, Registrations, and Requests for information.

MFA, or Multi-Factor Authentication, is a security system that requires you to provide multiple forms of verification to access an account or system. Everflow provides the following options for MFA; Google Authenticator App, SMS, or both.

An MMP, or "Mobile Measurement Partner", is a company that provides tools to measure and attribute mobile app marketing campaign performance.

Manual approval for a partner means that when a new entity (individual, company, etc.) applies to become a partner and promote your offers, their application will not be automatically accepted. Instead, someone on your team (typically an administrator or affiliate manager) will need to review their application and explicitly approve them before they can gain access to your offers and tracking links.

A metric is a quantifiable measure (ie. clicks, conversions, or revenue) used to track and analyze the performance of your advertising campaigns, offers, partners, and overall network activity.

Offers are the central building blocks for managing and tracking your advertising campaigns. In Everflow, it's specific product, service, or promotion that partners can advertise to earn commissions. Each item (campaign) you want to promote should be set up as an Offer in Everflow.

An Offer Group is a group of offers that share a cap. Like any offer-level or custom cap, caps for Offer Groups can be set on clicks, conversions, payout and revenue, and can be applied daily, weekly, monthly or globally.

The Offer Report provides you with a breakdown of your performance by Offer and the Partners promoting that Offer.

Alternative landing pages for an Offer, such as seasonal promotions or product-specific pages. Partners can choose which version to promote.

The On Hold report provides a comprehensive view of all conversions currently on hold, approved, or rejected. The On Hold report will only appear in the UI when at least one conversion has been configured with "On Hold" status in your postback controls.

The Pacing Report is especially useful for monitoring how campaigns are trending toward advertiser budgets without blocking traffic.

In Everflow, a partner can also be called a publisher, an affiliate, or an Influencer. By default, we use the word Partners to represent any source or channel that you want to track for promoting your Offers. They will receive the Tracking Link for your Offer and send Users to that link, with the goal of driving successful Conversions.

Partner Billing Frequency specifies how often invoices are generated, and what the exact start day is for each billing period.

A Partner Manager is a user role within the platform, typically representing an individual or team responsible for managing the relationships, communication, and performance of your partners (also known as affiliates or publishers).

The Partner Platform is the "affiliate portal" that your external partners log into to engage with your affiliate program managed by Everflow.

A Partner Postback is a server-to-server communication method. It's a way for Everflow to notify a partner's system when a conversion has occurred.

The Partner Postback Report is a log of the communications between Everflow and your partners' tracking systems regarding conversion notifications.