XDear clients and costumers,

VENE will discontinue the operations of its business.

The board of MGI has taken the decision to fully focus within the media segment on the programmatic business and run off the influencer and performance marketing unit.VENE will wind down operations during the upcoming weeks.We would like to thank you for your support and trust. We are at your disposal for any questions.

VENE team

Our ABC of Performance Marketing for Newbies

When starting an affiliate business, many struggle with finding their way around the myriad of technical terms, formulations, and abbreviations that are so liberally used in the affiliate world. Therefore, we at vene dash decided to give you the ABCs of the affiliate terminology.

Without further ado, let’s go:


Ad fraud is concerned with the theory and practice of fraudulently displaying online advertising impressions, conversions, clicks or even data events to generate revenue. Fraud prevention on the other hand develops solutions that prevent existing and impending risks of fraud, embezzlement and loss of assets.The aim is to minimize the likelihood of such cases and the resulting consequential damage through preventive action.


An advertiser is mostly an organization which offers & sells services or products. They also pay affiliates (find the explanation below) for new leads or customers brought to them.


An affiliate is a publisher or merchant who receives a commission for adverting an offer for an advertiser.


Affiliate marketing is a method for an organization to sell its items by signing up people or other organizations (called affiliates) who showcase the organization’s products for a commission. There are two different ways to take part in the affiliate marketing: You can either offer an affiliate program to other people or you join to become a business’ affiliate.


An affiliate network operates as an intermediary between advertisers and affiliates. They generate their profit from the divergence between the advertiser’s revenue and the pay-out of their partners. On the other hand, it provides advertisers with getting in contact to partners who participate in the partner network. For partners, it enables them to easily find and participate in partner programs.

  • AFFILIATE PROGRAMM (Affiliate Software)

Like the word already indicates, it´s a software used for tracking, reporting and analyzing of commission-triggering activities (like clicks, sales etc.) from affiliate links.

  • API (Application Programming Interface)

An API is a toolset which developers can use to assist them with creating software. To lay it out clearly – an API determines software components interact with each other. In the affiliate business, APIs are often used by tracking softwares of affiliates to either import own data or export data into external systems and simplify the interaction between different platforms. Resulting in faster and more productive performance.


A CTR is the proportion of users or visitors who click on a particular link to the quantity of all who viewed an email, page, or ad. It is generally used to determine the accomplishment of an online campaign for a specific site or just the success of an email campaign.


A conversion rate is the % of guests of your website site that aggregated an ideal goal (a conversion) out of the entire number of guests. A high rate is showing a successful and positive website design and marketing efforts: It implies individuals like what you’re offering, and they’re willing to buy it!

  • CPA

Stands for Cost per Action, it is an event type for which the payout is done for each “action” that is defined. Some common example of an action is a purchase or a subscription. – Cost per certain event, e.g. sale

  • CPC

Cost Per Click; Cost per click that’s been made

  • CPI

Cost Per Install; Cost per install that’s been made.

  • CPL

Cost Per Lead; Cost for personal data which is provided by the visitor trough e.g. web form. It’s called a lead, because it’s more likely for the visitor to be converted into a paying customer.

  • CPM

Cost Per Millie (Thousand); Cost for every 1000 impressions shown on a website.

  • CPO

Cost Per Order; Cost per each order or sale the visitor makes trough e.g. an order form.


This is the link the advertisers’ offer redirect to and this URL needs to be provided by the advertiser. In many cases, this URL is also equal to the “Landing Page” where the offer is placed.


Notification of conversion. This URL needs to be provided to the advertiser.


An impression is an amount your content or ad is shown and reached by people, regardless of it being clicked or not.


It’s the site where visitors (clicks) land when they have clicked on the ad. Typically contains information about the offer the advertiser is trying to promote. 


The Offer’s URL defines the specific address of your offer, which often is identical to the landing page.


Process of accepting new traffic sources.


Performance Marketing is a method in which marketing companies or advertisers are being paid after a certain action was completed. These actions could be a click, a lead, a sale, or other.


Notification of a conversion to the traffic source (publisher/affiliate). This URL needs to be provided by the traffic source.


The Redirect URL (also known as Exit URL) describes the URL where your clicks are getting redirected in case of e.g. fraud, error, or paused campaigns.

  • REFERRAL LINK (also known as Affiliate Link)

A Referral Link (or Affiliate Link) – is a particular URL which affiliates or companies use to promote their web content, products, or services. This happens for example by sending customers to a landing page that contains the advertiser’s offer. The referral link is then used to track a customer or visitor who has reached the advertiser’s desired landing page.


A referral program is a procedure in which you reward clients for getting the message out about your service or product.


RPA defines the Average revenue that’s been made for each action e.g. conversion.


This URL tracks the whole process starting by clicking on an ad to the final step.


Traffic sources can be defined as your publishers. They are responsible for promoting your offer and letting traffic (clicks) reach your offer.


Triggers are pre-defined settings that you can configure to manage your postbacks. Specific options allow you to create your own unique trigger setups for your individual needs and if the conditions are met, a postback notification will be sent.

The above list should give you a good understanding of the main terminology used in the affiliate world. If there are terms you are unsure of and would like us to add to this list, feel free to let us know via email info@venedash.io.

We´re more than happy to update the list for you and your prospects, clients, colleagues, and more …