Reference

Ad Tech Glossary

Plain-language definitions for concepts used across ADJODO.

Attribution

Matching a conversion to the click, publisher and campaign that caused it.

Cost per action: billing when a defined action is approved.

Cost per click: billing for a valid tracked click.

Cost per install: billing after an attributed app install.

Cost per lead: billing after a valid lead event.

Cost per engagement: billing for a configured engagement event.

A unique identifier generated for one tracked click and returned in a postback.

A tracked result such as an install, lead or action.

Conversion rate: conversions divided by eligible clicks.

A 0–100 risk score based on duplicate, velocity, device, timing, GEO and publisher rules.

Mobile Measurement Partner, such as AppsFlyer or Adjust.

A server-to-server message reporting a conversion.

A verified traffic partner promoting eligible campaigns.

Metadata identifying a source, placement or creative.

A publisher URL that generates a click ID before redirecting the user.