| Term | Meaning |
|---|---|
| Account manager | Your personal contact at TrafficOX. Their email and Telegram are on the Support page |
| Attribution window | In a conversion tracker, the number of days in which a repeat conversion from the same visitor counts as a duplicate |
| Auction | How each impression is sold: the orders whose targeting matches compete with their bids |
| Blacklist | A domain filter listing sites an order must not buy from |
| Buy order | Your campaign for buying traffic: format, landing pages, targeting, bid and limits |
| Campaign limit | A cap on spend or impressions per hour, per day or in total |
| CPC | Cost per click |
| CPM | Cost per 1,000 impressions — how buy orders bid |
| Creative | One ad inside a buy order: a landing page URL, plus an image for banner formats |
| CTR | Click-through rate: clicks ÷ impressions |
| Domain filter | A reusable list of domains, used as a whitelist or blacklist |
| eCPA | Effective cost per action: spend ÷ conversions |
| eCPM | Effective cost per 1,000 impressions |
| Fallback URL | Where a publisher's unsold traffic is sent. Also called trafficback |
| Frequency capping | How many times one visitor can see your ad in a period |
| Impression | One showing of an ad to a visitor |
| Landing page attributes | Labels describing what a landing page contains |
| Macro | A placeholder such as {visitor_id} that TrafficOX fills in on every click |
| Media Library | Where you keep landing page URLs and banner images for reuse |
| Popunder | A format that opens the landing page behind or in place of the publisher's page when the visitor interacts with it |
| Postback | A server-to-server call that reports a conversion to TrafficOX |
| Reserved balance | Money set aside for your running orders |
| ROI | Return on investment: profit relative to spend |
| RTB feed | A real-time bidding connection: TrafficOX sends bid requests to your endpoint and you answer with bids |
| Sell order | A publisher's setup for selling traffic from their sites |
| Skim | Full-page traffic: your page opens in a new tab when a visitor clicks an unsold sticky banner placeholder. Bought through popunder orders |
| Source | The site an impression comes from |
| Sticky banner | A banner shown in a corner of the page, 300 px wide. Called "sticker" in the API |
| Sub ID | A custom value a publisher passes through with their traffic |
| Tier | A group of countries with the same minimum bid. Tier-1 countries have the highest minimums |
| Visitor ID | The ID TrafficOX gives each visit, passed to you in {visitor_id} |
| Whitelist | A domain filter listing the only sites an order may buy from |
| Winrate | How often your order wins the auction for the impressions it bids on |
Glossary
The terms used across TrafficOX and these docs, in plain words.