Glossary
New to performance marketing, or trying to broaden your industry knowledge? You’ve come to the right place: Swaarm’s glossary covers what you need to know about launching successful campaigns and beyond.
We define all those pesky industry acronyms, from DSPs to ATT, and everything else in between. Dive in below!

A
A/B testing
A/B testing refers to sending different variations of emails or social media posts to two segments of (more…)
Ad creative
Ad creative is the contents of an advertisement that can be served to users in a digital environment. (more…)
Ad exchange
Ad format
Ad inventory
Ad network
Ad space
Ad stacking
Adtag
An ad tag is HTML code that has been inserted within a web page’s source code. This makes it possible to display an ad.
Advertiser
Advertiser is a company that would like to advertise their product or service.
Advertiser postback
An Advertiser postback is a signal from the advertiser’s servers that is sent to announce a conversion.
Affiliate commission
Affiliate conversion
Affiliate dashboard
Affiliate link
Affiliate marketing
Affiliate Marketing is an advertising model whereby companies pay affiliate partners to advertise their products to generate sales.
Affiliate marketing agency
Affiliate marketing case study
Affiliate marketing community
Affiliate marketing niche
Affiliate marketplace
Affiliate network
Affiliate networks connects publishers – such as influencers and bloggers – with advertisers who want to work with (more…)
Affiliate products
Affiliate program
Referral Marketing is a form of advertising used to drive sales and conversions. (more…)
Affiliate website
Algorithm
Alpha testing
Alt-text
Analog media
Analytics
Anchor text
App review
App store optimization (ASO)
Apple app store
Application programming interface (API)
Application Programming Interface (API) is a type of software interface that offers a service to other pieces of software.
Artificial intelligence
Attribution
Attribution is the identification of where a conversion came from. For example, a tracking link can be used to identify (more…)
Average Revenue per User (ARPU)
Average Revenue per User (ARPU) is the average revenue that is generated per user.
Average time spent on the website
B
Banner ads
Banner Ads is an ad format that displays an ad as a banner at the top or bottom of a user’s screen.
Behavioral targeting
Beta testing
Blogposts
Bots
Bounce rate
Brand awareness
Buyer’s journey
C
Call to action
Campaign management system (CMS)
Campaigns
A campaign is a the promotion of a product using strategically chosen advertising channels.
Carrier targeting
Casual mobile game
Channel account manager
Channel partner marketing
Channel partnership management
Channel VARs
Click fraud
Click-injection
Click-Spamming
Click-Spamming or Click spam is a type of ad fraud. It occurs when a fraudster executes fake clicks that are attributed to real users
Click-through rate (CTR)
Your CTR is the percentage of users who clicked on your ad when delivered an impression.
Click-to-install-time (CTIT)
Click-to-open rate (CTOR)
Cloud service providers
Competitor analysis
Competitor research
Competitors
Connected TV
Content creator
Content curation
Content marketing
Contextual advertising
Contextual analysis
Control panel
Conversion
A conversion occurs when a user completes a desired action. For example, a conversion can be any time a user installs (more…)
Conversion rate
A conversion rate is the percentage of users who have converted. (more…)
Conversion tracking
Conversion tracking is the practice of using tracking links to learn the percentage of users who (more…)
Cookie
Cookie stuffing
Cost models
This is how advertisers purchase campaign inventory, which is agreed by advertisers and publishers (more…)
Cost per acquisition (CPA)
This is the marketing metric that measures the cost to acquire a user. (more…)
Cost per action (CPA)
Cost-per-click (CPC)
Cost per Click is a cost model that gives payment to the publisher for every click generated as a result of their exposure.
Cost-per-conversion
This is a cost model that gives payment to a publisher or affiliate partner for every conversion that occurs as a result (more…)
Cost-per-install (CPI)
This is a cost model that gives payment to a publisher or affiliate partner for every install that is generated as a result (more…)
Customer acquisition
Customer journey
Customer lifecycle
Customer reviews
Cyber attacks
D
Data
Data visualization
Demand-side platform (DSP)
This is a system that enables advertisers to manage their ad exchange and exchange accounts using a single interface.
Demographics
Device farms
Digital marketing
Direct sales
Display advertising
Distributors
Domain spoofing
E
Earned advertising
Earnings per click (EPC)
eBook
Editorial calendar
Email automation
Email content
Email deliverability rate
Email domain
Email list
Email marketing
Email sequence
Email service provider (ESP)
Email spam
Email subscribers
Emulators
Engagement rate
F
Facebook ads manager
Fake clicks
Fake installs
Floating ads
Frequency capping
G
Game icon
Game localization
General invalid traffic (GIVT)
Geo-masking
Geofencing
Geolocation
Google ads universal app campaigns
Google analytics
Google play store
H
Hackers
Hijacked devices
Hyper-personalization marketing
Hypothesis
I
Impression
An impression occurs every time a user is delivered an advertisement (ad) on a publisher’s inventory.
In-app journey
In-app purchases (IAP)
In-page push ads
Inbox rate
Indirect sales
Influencer
An influencer is anybody who has an influence over an online audience. (more…)
Influencer marketing
Influencer marketing is the process of utilizing external content creators to engage or advocate your brand’s message (more…)
Infrastructure as a service (IaaS)
Install
An install occurs when a user downloads an app and opens it for the first time.
Install per mille (IPM)
Interactive Advertising Bureau (IAB)
Internet service provider (ISP)
Interstitial ads
Invalid traffic
K
Key performance indicators (KPIs)
Keyword
Keyword research
Knowledge base
L
Landing page
Latency
Lead
Lead generation
Lead magnets
Life time value
M
Machine learning
Managed service providers
Marketing automation
Marketing channel partners
Mentorship
Meta description
Meta tags
Microsoft advertising
Microtransactions
Mobile ad fraud
Mobile game monetization
Mobile marketing automation
Mobile measurement platform (MMP)
Mobile-friendly applications
N
Native advertising
Newsletter
O
Off-page seo
On-page seo
One-time commission
Opt-in rate
Organic installs
Organic user acquisition
Owned advertising
P
Paid search (Pay-per-click or PPC)
Paid user acquisition
Partner ecosystem
Partner life cycle management
Partner lifecycle stages
Partner portal
Partner program
Partner relationship management (PRM) software
Partnership marketing
Pay-per-lead
Pay-per-sale
Performance marketing
Pixel stuffing
Platform as a service (PAAS)
Player archetype
Podcasts
Popunder ads
Popup ads
Premium ad networks
Product creators
Product review
Programmatic advertising
Proxy traffic
Psychographics
Publisher postback
Push notification ads
R
Real-time bidding
Real-time reporting
Recurring commission
Remarketing
Retailers
Retargeting
Retention
Return on ad spend (ROAS)
Return on investment (ROI)
S
Sales funnel
SDK spoofing
Search engine advertising
Search engine optimization (SEO)
Security threats
Service providers (SP)
Session time
Site speed
SKAdNetwork
SMART goals
Social media advertising
Social media marketing
Soft launch
Software as a service (SaaS)
Sophisticated invalid traffic (SIVT)
Spam email
Spammy ads
Supply-side platform (SSP)
T
Target audience
Top-selling products
Tracking link
Traffic source
Trial period
U
Unsubscribe page
User acquisition (UA)
User engagement
User personas
User segments
UX/UI design
V
Value-added reseller (VAR)
Vertical ad networks
Video
Video ads
Vlog
W
Waterfalling
Website
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