Getting Started - Terminology & Metrics : Helpdesk

Getting Started - Terminology & Metrics


This guide walks through the terminology used inside of the Everflow platform. At the end of this guide, is an overview with definitions for the different available metrics.
Everflow Terminology

1) Basic Essentials:

Offers - An offer is the actual product/offer/app being promoted. In Everflow, you will set an offer up for every product your promoting, and then you can send tracking links for your Partners to promote.  Example: Promoting sales of Nike shoes, or installs of the Candy Crush App.  

Smart Links - Smart Links is an advanced feature that allows you to have multiple offers promoted through the same tracking link.  

Conversions (CVs) - This is the general term for the successful completed action that was the goal of your offer.  A successful conversion depends on your goals you set up for your offer, this could be when they purchase a pair of shoes, install an app, or sign up for a subscription on your website.

Partners/Publishers/Affiliates/Influencers - By default, we use the word Partners to represent any source or channel that you want to track for promoting your Offers.  They will receive the tracking link for your offer, and send users to that link, with the goal of driving successful conversions. Publisher examples include: Apps like Facebook that are displaying ads to their users, websites with ads like Forbes, networks that have their own partnered publishers, and professional marketing companies that promote your Offers by buying their own advertising placements or promoting across their email newsletters. The Partner section also is where you will include any marketing channels where you're buying from directly through: Facebook, Google Ads, etc.

Payout - What you're paying your Publishers for a successful conversion.

Revenue - What the advertiser is paying you for a successful conversion.

Profit - Revenue minus payout is the amount of Profit you earn on that conversion.

Advertiser - The advertiser is the company that owns the Offer, and pays their partners for the successful conversion. If you're a retailer promoting your own products, you would be the listed advertiser for all of your Offers.  If you're promoting for other advertisers, examples would be: App Candy Crush <> Advertiser, or Air Jordans Shoes <> Advertiser Nike.

Tracking Link - This is a link generated inside your offers that when clicked/tapped by a user, will start tracking them for a period of time.  When that user completes the Conversion action, the advertisers system will detect that a conversion has happened, and then send that Conversion information to your Everflow reporting.  The preferred setup for sending the successful conversion to your reporting is through a Postback, but desktop channels often still use cookie tracking.  Recent changes by Apple, and other companies, have made cookie tracking much more difficult, which is why we always recommend postback setups when possible.

User - A user is any person that is taking an action on your tracking link. Example: An Ad that includes one of your Tracking Links was shown to them, and then they decided to click on that ad, which starts the tracking process. Under normal setups, clicks = users.

Example of Mobile Ad - when the User clicks Install Now, they are now being tracked.  If it came from your Publisher's Everflow Tracking Link, that click will show up in your reporting:

Advertiser Postback - An advertiser postback is the setup for sending back the successful conversion data whenever your advertiser sees a conversion from a user tracked through your tracking link.  The basic postback setup is relatively simple:  When a user clicks your Tracking Link - Everflow generates you a unique Transaction/Click ID under {Transaction_ID}, and then when the advertiser sees the conversion, they send back that ID to let Everflow match up the user click responsible for that conversion.  Example: User A clicks on your Candy Crush tracking link, Everflow starts tracking that click under ID: 452, when User A installs the Candy Crush app it postbacks a successful conversion under ID 452.  Everflow sees that the successful conversion for 452 and adds it your system and credits a payout to your publishers for delivering that click.

Publisher Postback - Similar to your advertiser postback, but for your publishers.  In this case, they are also creating their own Click ID from their side when a user clicks on your tracking link.  When the advertiser receive a conversion from your tracking links, the advertiser does a postback of that conversion to your Everflow platform with your matching Transaction ID, and then Everflow does a postback to your Publishers with their matching Click ID. 

Example of the Full Postback Flow:

User sees the ad for 'Tales of Erin' above and clicks the 'Install Now' button which fires your Publisher's tracking link > in the tracking link the Publisher sends to Everflow that their system's Click ID is 1423 > Everflow sends in the click to your advertiser that your transaction ID is 880 > When the user installs the app it fires a successful conversion for the Advertiser > The Advertiser fires a postback to Everflow for the conversion with transaction ID 880 > Everflow shows in reporting the successful conversion and payout to the Publisher > Everflow fires the publisher's Postback for their Click ID of 1423 > Publisher sees the successful conversion in their reporting.

 Events - Events are any additional tracked Actions that happen after the initial Conversion goal.  Example: Initial Conversion is when they Install the App, your could also want you to track when Register an Account in the App, or when they spend money for the First time the App, both of which could be additional events.  Example 2: For Retail, they will often have a tracked $0 Payout Install event, and then a $XX Payout first purchase conversion event. 

Caps - Caps are set inside of Offers, and are the maximum allowed actions per period of time.  This is most commonly used to manage your advertiser budgets by doing the following setup: Setting Daily Conversion Cap to 100/Day. As soon as Everflow records the 100 conversions set by the cap, the link will deactivate (going to your Fail Traffic offers if you've set them up, or a blank page).  This is an essential feature for keeping your budgets in line with your advertisers expectations.  Please note: If you're working with strict budgets, make sure to be extra conservative in your Cap setup. When a cap is hit, the clicks stop reaching your offer, but the prior clicks delivered before hitting cap can still become conversions. Hitting caps stops future clicks from reaching the advertiser, but doesn't block the conversions themselves

2) Advanced:

Click-Through Attribution - This is the standard tracking type in Everflow.  When a user clicks a link, they are tracked for a period of time, and then earn a payout when that click leads to a conversion. If one of your publisher's links is clicked, and then a second of your publisher's links is clicked, the second publisher's link that was clicked last will be attributed with the conversion and payout. The last publisher's click getting credited with the payout is known as Last Click Attribution.

Note: The period of time for tracking is determined initially by the advertiser's tracking system, and then also dependent on your Everflow offer settings under "Unique Session Identifier - Session Duration".

View-Through Attribution - [To enable this feature speak with your Customer Success Manager]. Enabling View-Through Attribution [VTA] allows you to start tracking impressions [An impression is when the user initially sees the ad] and credit your Publishers for sending conversions even if the user didn't click the Ad.  Both Facebook & Google Ads take credit based on View-Through Attribution, and this opens up more channels for your publishers to successfully promote your offers.  

 Click to Conversion Time - This is the time from the initial user's click on an ad to the time the user installs an app/completes an action. The two largest uses of our Mean Time to Conversion Report is catching two common types of fraud - Click Injection & Click Spamming. 

Click Injection -  Fraud where the Partner injects their tracking link to fire off a tracking click right before the user completes their conversion. This lets them hijack the credit for sending that conversion. Typically this type of fraud will show up in an Mean Time to Conversion report as <15 Sec.

Click Spamming - Fraud where the Partner fires their click tracking link every time a user sees their Ad, even though the user didn't actually click on the ad.  This allows them to cover a massive group of users with their tracking link. Most mobile campaigns are set up with an attribution window for click-through conversions that gives Partners credit for driving the conversion up to 7 days after the click.  If they track enough users, they will start taking credit for the advertiser's natural (organic) conversions of users that were already highly motivated and planning to sign up without advertising.  The best way to watch out for this for your Mobile offers is by making sure that you're never seeing more than 30% of your conversions coming in >24 hours in your Mean Time to Conversion report.

Session IP - this is the IP that the user clicked an everflow Partner tracking link from. 

Conversion IP - this is the IP in which the conversion was fired from. If it is a pixel it is okay for it to match the session IP. If it is a server postback then it will represent the IP in which the advertiser's server is based.

More Details on Different Fraud Types & Prevention - [Learn More Here]




Click To Conversion TimeThe time it takes between a click on the Partner Tracking Link to the time of the Conversion. 


Click-Through Rate. This metric is only enabled when you are using Impression Tracking, which can be enabled upon request to our Customer Success Team. Click-Through Rate Percentage is calculated as the amount of users that clicked on the advertisement, divided by to the number of total users who viewed the  advertising creative. 


Conversion Rate. Average number of conversions per click.  This is represented as a percentage.  This does not include additional conversion actions, which are called “Post-Conversion events”. 


Event Rate: Average number of post conversion events per unique conversion. This is represented as a percentage


Earnings per Click: Total Earnings divided by the number of clicks


Cost per Click: Total cost (Partner payout) divided by the number of clicks


Revenue per Click: Total Revenue divided by the number of clicks


Cost per Action: Total cost (Partner payout) for each conversion. Conversion and Action mean the same thing in this context.


Revenue per Action: Total revenue (received from your Advertiser) for each conversion. Conversion and Action mean the same thing in this context.


Revenue per Sale: Total revenue paid to your network for a sale; usually from e-commerce offers. 


Cost per one thousand impressions: This is the total cost (Partner payout) divided by the number of impressions and multiplied by 1000. (Cost/impressions)X1000


Revenue per one thousand impressions: This is the total revenue generated divided by the number of impressions and multiplied by 1000. (Revenue/impressions)X1000


Gross Revenue payable by the advertiser


Payout owed to the Partner or publishing source


Revenue less Payout


Difference between Revenue and Payout; expressed as a percentage.


These are recorded when a user clicks an Everflow Partner tracking link. They are Unique clicks + Duplicate clicks


Return on Ad Spend: Gross Sales / Total Revenue

Gross Sales

Sum of the data passed in the &amount= spot in the postback url.


View Through Conversions: This is the number of conversions counted through View Through attribution

Total CV

Total conversions are VT CV + CV


Conversions: these are the total amount of base conversions


These are anything that happens after the base conversion, it is added in when the offer is made or edited and get posted to Everflow using a separate postback than CV


Cost Per Mill: This is the total payout(cost) / number of impressions X 1,000


Revenue Per Mill: This is the total revenue / number of impressions X 1,000


Partners can send impressions into Everflow using an impression tracking link pulled from the offer page in the tracking links section

Invalid Clicks

Clicks that fail the offer for any reason. Examples: Targeting, Capping, Traffic Controls, Filtering, Proxy block. These clicks do not see the destination url, they either go to a blank page or to fail traffic

Duplicate clicks

These are clicks that have been considered duplicates. This setting is managed at the offer level in the tracking & Controls page. It is setup in the Unique session Identifier and duration section. These clicks are allowed to see the destination url and end page

Unique clicks

These clicks are considered Unique according to the setting on the Tracking & Controls page at the offer level.

Gross ClicksThese are all clicks that include Unique, Duplicates and Invalid. 
Total ClicksThese are all valid clicks which include Duplicate and Unique. 

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