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.

CPA

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

CPC

Cost per click: billing for a valid tracked click.

CPI

Cost per install: billing after an attributed app install.

CPL

Cost per lead: billing after a valid lead event.

CPE

Cost per engagement: billing for a configured engagement event.

Click ID

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

Conversion

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

CVR

Conversion rate: conversions divided by eligible clicks.

Fraud score

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

MMP

Mobile Measurement Partner, such as AppsFlyer or Adjust.

Postback

A server-to-server message reporting a conversion.

Publisher

A verified traffic partner promoting eligible campaigns.

Sub ID

Metadata identifying a source, placement or creative.

Tracking link

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

Use advertising terms to describe the actual stage of a journey

Read a term together with the event it refers to

Advertising vocabulary is easier to use when it is attached to a real example. A click describes one kind of activity, an install describes another and a lead or action depends on the campaign's declared requirement. Start with the visitor journey and ask where the term belongs in that sequence. A shorthand label is not enough to establish that the required event actually occurred or was accepted for financial processing.

This glossary introduces language used around the ADJODO product so advertisers, publishers and developers can discuss the same workflow more clearly. It is not a substitute for the event definition recorded in a particular campaign. Keep the conceptual definition and the account-specific requirement separate when reading a report or preparing a brief.

Distinguish attribution labels from creative labels

A source or sub-identifier can help organize the origin of traffic, while a campaign title or creative name helps people recognize the promotion. These labels may appear near one another in a report but serve different purposes. A click identifier connects records in a supported measurement path; a descriptive placement label is not automatically that identifier.

Use the actual field meaning when configuring a link or explaining a result to another team. If a familiar term is used differently by an external integration, compare the contracts rather than assuming identical spelling means identical behavior. Clear terminology makes a technical conversation more efficient because the people involved can identify whether they are discussing a record key, a reporting label or a message shown to visitors.

Connect validation, review and processing to different decisions

Validation can check whether an input follows supported entry rules. Review can determine whether a campaign or event meets the requirements for the relevant authorized decision. Processing can create the financial or operational record after the preceding conditions are satisfied. Using those terms interchangeably can lead a reader to assume that a submitted form or received callback is already an approved outcome.

Keep status words linked to the stage displayed in the account or integration record. Idempotency, for example, concerns handling repeated delivery consistently; it does not by itself establish that an event is eligible. The glossary is most useful when a term improves the precision of a question rather than adding a technical label to an otherwise unexplained number or screenshot.

Apply a definition within the scope of its source

A term can have a broad industry meaning and a narrower application-specific use. When configuring ADJODO, follow the supported workflow and account requirements for the product rather than treating a short glossary definition as the complete contract. Use API or tracking documentation for fields and integration steps, and use authorized support for private record questions. If you save a term in a team note, include the example or campaign model that made it relevant.

This helps a future reader avoid applying a click-based explanation to a lead-based campaign. The page provides an orientation to product language, not a guarantee about performance, payment or compatibility. A clear shared vocabulary supports better decisions by making the actual event, identifier and review stage easier to locate and discuss.

Write a small example when introducing a new term

When a teammate encounters an unfamiliar word, describe one controlled journey and point to the record or decision the term labels. Keep the example harmless and free of real credentials. A short scenario can explain the distinction more effectively than repeating several definitions without context. Retain the relevant product reference so the example can be checked when a setup changes.