Glossary

This page collects the terms you meet in the panel and in the documentation. Each has a short definition and a link to a page with the details. Column and metric names are given as they are labeled in the report builder.

Campaigns and links

Campaign

The unit of work with traffic: a campaign has its own link, set of streams, source, cost model and cloaking settings. The campaign list is on the Campaigns: the list and working with the table page, and the fields are in Creating and configuring a campaign.

Alias

The first part of the path in a campaign link: https://track.example.com/alias. It is not repeated in other campaigns, including archived ones — see Name and alias.

Traffic link

The address you paste into the ad account. The tracker builds it from the domain, the campaign alias and the parameters — see Campaign link, domain and parameters.

Campaign group

A label in the campaign's Group («Группа») field. Groups are used to filter the campaign list and to restrict employee access — see Campaign groups.

Campaign owner

The user who created the campaign. Who can see the campaign and who can change it depends on this user — see Campaign access and “Share”.

Unique click

A visitor's first click in a campaign within the uniqueness period. A visitor is identified by IP, by IP and User-Agent, or by a link parameter — see Uniqueness.

Visitor binding

A campaign setting: a returning visitor skips rotation and gets into the same stream as on the first visit — see Visitor binding.

Archive

A campaign status that replaces deletion: the campaign stops accepting traffic, while its settings, streams and statistics are kept. Archived campaigns are collected in the Trash («Корзина») section — see Campaign archive and trash.

Streams

Stream

A rule inside a campaign: which traffic it accepts and what it does with the visitor. A click gets into no more than one stream — see Streams: types and processing order.

Intercepting stream

A stream type that triggers before regular and final streams if the click matches its filters. Of several matching ones, the topmost in the list is taken — see Stream types.

Regular stream

A stream type that gets the click when no intercepting stream matched. Among matching regular streams, the click is distributed by weight — see Stream types.

Final stream

A stream type that gets the click when no intercepting or regular stream matched. With cloaking enabled, it works as the “white” — see Final stream and the 404 response.

Stream weight

An integer in the Weight («Вес») field, 100 by default. The traffic share of a regular stream equals its weight divided by the sum of the weights of the matching regular streams — see Weight and position.

Stream filters

The conditions under which a stream accepts a click, for example GEO («Гео») and Bot («Бот»). A stream without conditions accepts all traffic — see Stream filters.

Stream action

What the visitor gets when the click lands in the stream: an offer, a landing page, a redirect to an address, a page with text, or an empty response. All options are on the Stream actions and redirect methods page.

Redirect method

How the redirect is performed for the Direct URL («Прямой URL») action: HTTP 302, Meta refresh, JS (location.replace), Direct (no-referrer) («Прямой (no-referrer)») or Double meta (referrer = tracker) («Double meta (реферер = трекер)») — see Direct URL and redirect methods.

Rotation

Distributing the traffic of one stream among several landing pages or offers. An item is chosen randomly, in proportion to the weights — see Rotation and split tests.

Cloaking

Cloaking

A set of visitor checks enabled separately in each campaign on the Cloaking («Клоака») tab. A visitor who fails the checks gets the “white” instead of the target stream — see Cloaking setup.

“White”

The stream for filtered traffic. A stream of the Final («Замыкающий») type serves as the “white” — see Cloaking streams: “white” and target.

Target stream

A stream with an offer for people from the right GEO. It is created with the + Black («+ Чёрная») button, and its type is Regular («Обычный») — see Target stream.

Bot

A click in which the tracker found signs of a bot. The mark itself does not block the click: with cloaking enabled, a bot gets the “white”; without cloaking, it goes through the streams like a regular visitor — see Bot detection and custom bot lists.

Bot list

Your own list of User-Agent fragments, IP addresses and subnets that complements the built-in bot check — see Bot detection and custom bot lists.

JS challenge

The second stage of cloaking: a visitor who passed the server checks first gets an intermediate page with a browser check. A visitor who fails it goes to the “white” — see JS challenge and scoring.

Platform click ID

A click parameter the ad network adds to the link: fbclid, gclid, ttclid, msclkid. Cloaking can let through only visitors with such a parameter — see Traffic platform and click ID.

Pages and macros

Offer

The page the stream sends the visitor to and for which the conversion arrives. It can be external — a link — or hosted; see Offers.

Landing page

A pre-landing page shown to the visitor before the offer: a link to a page on your server or files that the tracker stores and serves — see Landing pages.

Hosted pages

Storing the files of a landing page or offer on the tracker server. The page is uploaded as a ZIP archive and opens on the same domain as the campaign link — see Hosted pages.

Landing → offer funnel

A stream action: the visitor gets a landing page, and after clicking through from it, an offer. It is the default for a new stream — see Landing → offer funnel.

Click-through link

An address like /clk?_t=… that takes the visitor from the landing page to the offer. The click-through is recorded as a landing page click — see From landing page to offer and multi-offer.

Macro

A name in curly braces that the tracker replaces with click data: {click_id}, {country}, {sub_id_1}. The full list is on the Macros in links and pages page.

Sources and networks

Traffic source

A record of the ad network the clicks come from: which parameters it passes in the link and to which address the tracker sends it conversions — see Traffic sources.

Source token

A line in the source card that links an ad link parameter to a tracker slot. The parameter value is recorded in the click and is available as a macro and in reports — see Source tokens and link parameters.

Slot and sub_id

The name under which the tracker stores a parameter value in the click. There are system slots, for example external_id and cost, and thirty slots sub_id_1 … sub_id_30 for any values — see Slots.

Affiliate network

A record with a name and a postback address that you enter in the network's account. The network is chosen in the offer — see Affiliate networks.

Conversions and postbacks

Conversion

A lead, a sale or another event for a click that the tracker learned about from an affiliate network postback or from a CSV import. The path of a conversion is on the How the tracker receives conversions page.

Incoming postback

The request with which an affiliate network tells the tracker about a lead, a sale or a rejection — see Incoming postback.

S2S postback

An outgoing request with which the tracker tells the traffic source and the campaign's additional recipients about a conversion. Both address lists work at the same time — see Campaign and source S2S postbacks.

subid

The click ID in the tracker, the {subid} and {click_id} macros. It is passed to the affiliate network through the offer link and comes back in the postback — see Subid and external_id.

external_id

The click ID in the ad network, for example fbclid or gclid, the {external_id} macro. The tracker returns it to the source in the outgoing postback — see Subid and external_id.

txid

The transaction ID — the deal number in the affiliate network, the txid or tid parameter in the incoming postback. The tracker uses it to tell a repeated postback from a status change of the same conversion — see Transaction ID, duplicates and corrections.

Conversion status

The final state of a conversion: lead, sale, rejected, hold, or a network status that matched none of the conversion types. An empty status is recorded as lead — see How the status is determined.

Hold

A conversion with the hold status: the network has not yet approved or rejected it. It counts toward Conv. («Конв.») and Revenue (exp.) («Доход (ожид.)») but not toward Revenue («Доход») — see How it counts in reports.

Conversion type

A rule that maps affiliate network statuses like approved or ftd to one of the four tracker statuses and sets whether to count the conversion in reports and whether to send a postback for it — see Conversion types.

Payout

The conversion amount from the postback or from the offer settings. It is converted to USD at the rate for the day the conversion was received — see Payout and currency.

Facebook Conversions API

Sending events to Facebook from the tracker server: the lead status goes out as the Lead event, the sale status as the Purchase event. It is enabled in the source card — see Facebook Conversions API.

Report metrics and columns

The formulas of all metrics are on the Report metrics and formulas page. In the campaign list and in campaign statistics, some columns are labeled differently: Uniq. clicks («Уник. клики»), LP clicks («LP клики»), Conversions («Конверсии»), Rejected («Отклонённые»).

Clicks («Клики»)

The number of visits through the campaign link, including bots and repeat visits — see Metrics table.

Uniq. («Уник.»)

The number of unique clicks. The uniqueness rule is set in the campaign settings — see Uniqueness.

Bots («Боты»)

The number of clicks marked “bot” («бот») — see Bot detection and custom bot lists.

LP clicks («LP-клики»)

The number of clicks followed by a click-through from the landing page to the offer. Repeat click-throughs for the same click are not counted — see Metrics table.

LP CTR

The share of clicks with a click-through from the landing page to the offer: LP clicks / clicks × 100 — see Metrics table.

Conv. («Конв.»)

The number of conversions except rejected ones: leads, sales, hold and conversions with other statuses — see Conversion, lead, sale, rejected.

Leads («Лиды»)

The number of conversions with the lead status — see Conversion, lead, sale, rejected.

Sales («Продажи»)

The number of conversions with the sale status — see Conversion, lead, sale, rejected.

Rej. («Отклон.»)

The number of conversions with the rejected status — see Conversion, lead, sale, rejected.

Cost («Расход»)

The sum of click cost and conversion cost. It is calculated by the campaign's cost model or replaced with a value from a source parameter, a postback or the extension — see How cost is calculated.

Revenue («Доход»)

Confirmed revenue: the sum of payouts for sales. Profit («Прибыль»), ROI and EPC are calculated from it — see Confirmed and expected revenue.

Revenue (exp.) («Доход (ожид.)»)

The sum of payouts of all conversions except rejected ones: sales, leads, hold. Profit (exp.) («Прибыль (ожид.)») and ROI (exp.) («ROI (ожид.)») are calculated from it — see Confirmed and expected revenue.

Profit («Прибыль»)

Revenue minus cost. The Profit (exp.) column is calculated the same way, but from expected revenue — see Metrics table.

ROI

(Revenue − cost) / cost × 100. With zero cost it equals 0. The ROI (exp.) column uses expected revenue — see Metrics table.

CR

Conversions / clicks × 100. It is calculated from the Conv. column — see Metrics table.

Approval rate («Аппрув»)

Sales / (sales + rejected) × 100. Leads and hold are not included in the calculation — see Metrics table.

EPC

Earnings per click: revenue / clicks. It is calculated from confirmed revenue — see Metrics table.

CPA

Cost per conversion: cost / conversions. It is calculated from the Conv. column — see Metrics table.

CPL

Cost per lead: cost / leads — see Metrics table.

Reports and spend

Dashboard

The first screen after logging in to the panel, the Overview («Обзор») page: tiles for cost, revenue, profit and ROI, a chart of clicks by hour and a breakdown by campaign — see Dashboard.

Attribution

A setting that determines which date a report assigns a conversion and its revenue to: the click date or the conversion date — see Attribution: click date or conversion date.

Cost model

The rule that sets what the tracker charges campaign cost for: CPC — per click, CPuC — per unique click, CPM — per 1000, CPA — per conversion, CPS — per sale, RevShare — a share of the payout. See Campaign cost models.

Ad spend data

The spend of a Facebook ad account by ad for the day. The browser extension sends it to the tracker; it works on a paid license — see Facebook spend extension.

Reporting currency

All amounts in reports are in US dollars. A payout in another currency is converted to USD at the rate for the day the conversion was received — see Currencies and rates.

Domains, team and installation

Panel domain

The address used to log in to the panel, for example panel.example.com. It is set in the first-run wizard — see Step 1: domains and HTTPS.

Tracking domain

The address for campaign links and postbacks, for example track.example.com; it is also the main traffic domain. It must differ from the panel domain — see Step 1: domains and HTTPS.

Index page

A campaign that opens at the domain root, without an alias in the path — see Index page.

Role

The set of permissions of a panel user. There are six roles: Owner («Владелец»), Admin («Администратор»), Team lead («Тимлид Баеров»), Buyer («Баер»), Designer («Верстальщик»), Financier («Финансист») — see Team and roles.

Installation owner

The user with the Owner role and the login set when the tracker was installed. Only this account can enter the license key and work with backups and updates — see Team and roles.

License key

A string in the XXXX-XXXX-XXXX-XXXX format that is issued in your account on micator.com and activated in the tracker. One license works for one installation — see How the license works.

Trial license

A license for 14 days from the first activation without payment, one per account. The spend extension is disabled on it — see Trial.

License confirmation

A response from the license service saying the license is valid for this installation and this panel domain. The tracker gets it by itself; one confirmation is valid for 10 minutes — see What a confirmation is.

Backup

A full copy of the installation's data that the tracker uploads to your storage server over SSH/SFTP. Click and postback intake stops while the snapshot is being created — see Backups: getting started.

Installation service

A separate service on the server, also called the controller: it installs tracker releases on a command from the Settings → Updates («Настройки → Обновления») tab. It is updated separately, with a command in the terminal — see Updating the installation service.