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The Everflow Glossary
The Everflow Glossary

Learn the lingo with this glossary and watch a demo to help you navigate the platform.

Genny avatar
Written by Genny
Updated over a week ago


We know that, sometimes, the terminology we use can seem like a different language. Rest easy! This guide walks you through the terminology used inside the Everflow platform.

Additionally, here's a visual demo to introduce you to the platform's primary navigational features. We hope it helps you to become more comfortable with the platform's new design.

Everflow Terminology

For a list of the available metrics and their definitions - [Click Here]


In Everflow, an Advertiser (can also be called a Brand) is the company that owns the Offer and pays their Partners for the successful Conversion. If you're a retailer promoting your own products, you would be the listed Advertiser for all of your Offers. If you're promoting for other Advertisers, it would be listed as that Advertiser (for App Candy Crush, the Advertiser would be listed as, for Jordan Shoes, the Advertiser would be listed as Nike).

Advertiser Postback

An Advertiser Postback is the setup for sending back the successful Conversion data whenever your Advertiser sees a Conversion from a User tracked through your Tracking Link. The basic Postback setup is relatively simple: When a User clicks your Tracking Link - Everflow generates a unique Transaction/Click ID and when the Advertiser sees the Conversion, they send back that ID to let Everflow match up the User click responsible for that Conversion.

Example: User A clicks on your Candy Crush Tracking Link, Everflow starts tracking that click under ID: 452, when User A installs the Candy Crush App, it Postbacks a successful Conversion under ID: 452. Everflow sees the successful Conversion for ID: 452, adds it your system and credits a Payout to your Publishers for delivering that click.


Offer Caps are set inside of the Offer settings, and are the maximum allowed actions per period of time. This is most commonly used to manage your Advertiser budgets by doing the following setup: Setting a Daily Conversion Cap to 100/Day. As soon as Everflow records the 100 Conversions set by the Cap, the link will deactivate (going to your Fail Traffic offers, if you've set them up, or a blank page). This is an essential feature for keeping your budgets in line with your Advertisers expectations.

Please note: If you're working with strict budgets, be extra conservative in your Cap setup. When a Cap is hit, the clicks stop reaching your Offer, but the prior clicks delivered before hitting the Cap can still become Conversions. Hitting Caps stops future clicks from reaching the Advertiser, but doesn't block the Conversions themselves.


An Offer is the actual Product/Offer/App being promoted. In Everflow, you will set an Offer for every Product you're promoting. You can then send tracking links for your Partners to promote.

Example: Promoting sales of Nike shoes or installs of the Candy Crush App.

Conversions (CV)

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.


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

Example: Initial Conversion is when they Install the App. However, you may also want to track when they register for an account in the App or when they spend money for the first time, both of which could be additional events.

Example 2: For Retail, they will often have a tracked $0 Payout Install event and then a $XX Payout first purchase Conversion event.

Partners, Publishers, Affiliates, or Influencers

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.

In Everflow, an example of a Publisher could include: Apps like Facebook that are displaying Ads to their Users, websites with Ads like Forbes, networks that have their own partnered Publishers and professional marketing companies that promote your Offers by buying their own advertising placements or promoting across their email newsletters. The Partner section is also where you include any marketing channels you're directly buying from (i.e. Facebook, Google Ads, etc...).


Payout is what you're paying your Publishers for a successful Conversion.


Profit is Revenue minus Payout. It is the amount of Profit you earn on that specifc Conversion.

Publisher Postback

A Publisher Postback is similar to your Advertiser Postback, but for your Publishers. In this case, they are also creating their own Click ID when a User clicks on your Tracking Link. When the Advertiser receive a Conversion from your Tracking Links, they do a Postback of that Conversion to your Everflow platform with your matching Transaction ID. Then Everflow does a Postback to your Publishers with their matching Click ID.

Example of the Full Postback Flow - User sees the Ad for 'Tales of Erin' and clicks the 'Install Now' button which fires your Publisher's Tracking Link. In the Tracking Link the Publisher sends to Everflow that their system's Click ID is 1423 . Everflow sends in the click to your Advertiser that your Transaction ID is 880 . When the User installs the App it fires a successful Conversion for the Advertiser. The Advertiser fires a Postback to Everflow for the Conversion with Transaction ID: 880. Everflow shows in the reporting the successful Conversion and Payout to the Publisher. Everflow fires the Publisher's Postback for their Click ID of 1423. Publisher sees the successful Conversion in their reporting.


Revenue is what the Advertiser is paying you for a successful Conversion.

Smart Links

Smart Links is an advanced feature that allows you to have multiple Offers promoted through the same Tracking Link.

Tracking Link

A Tracking Link is generated inside your Offers that, when clicked/tapped by a User, will start tracking them for a period of time. When that User completes the Conversion action, the Advertiser's system will detect that a Conversion has happened and send that Conversion information to your Everflow reporting. The preferred setup for sending the successful Conversion to your reporting is through a Postback, but desktop channels often still use Cookie Tracking. Recent changes by companies such as Apple, have made Cookie Tracking much more difficult, which is why we always recommend Postback setups when possible.


A User is a person who is taking an action on your Tracking Link.

Example: An Ad that includes one of your Tracking Links was shown to them and they click on that Ad, which starts the tracking process. Under normal setups, Clicks = Users.

Click to Conversion Time

Click to Conversion Time is the time from the initial User's click on an Ad to the time the User installs an App or completes an action. The two largest uses of our Mean Time to Conversion Report is catching two common types of fraud - Click Injection & Click Spamming.

Click-Through Attribution

Click-Through Attribution is the standard tracking type in Everflow. When a User clicks a link, they are tracked for a period of time, and then earn a Payout when that click leads to a Conversion. If one of your Publisher's links is clicked and then a different Publisher's link is clicked by the same User, the link that was clicked last will be attributed with the Conversion and Payout. The last Publisher's click getting credited with the Payout is known as Last Click Attribution.

Note: The period of time for tracking is determined initially by the Advertiser's tracking system and is also dependent on your Everflow Offer settings under "Unique Session Identifier - Session Duration".

Conversion IP

The Conversion IP is the IP in which the Conversion was fired from. If it is a pixel, it is okay for it to match the Session IP. If it is a Server Postback then it will represent the IP in which the Advertiser's server is based.

Session IP

The Session IP is the IP that the User clicked an Everflow Partner Tracking Link from.

View-Through Attribution (VTA)

Enabling View-Through Attribution (VTA) allows you to start tracking impressions and credit your Publishers for sending Conversions, even if the User didn't click the Ad. Both Facebook & Google Ads take credit based on VTA, and this opens up more channels for your Publishers to successfully promote your Offers. VTA can be enabled, upon request, by our Customer Success Team.

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