Affiliate Metrics and Terminology

This section explains common terms and metrics used across TheAffiliatePlatform. Use this glossary as a reference when navigating through the system, or reviewing reports and analytics.

Player Activity Metrics

All monetary values are displayed in TAP in the base currency set for your affiliate panel.

Values marked with * are calculated by TAP

Metric	Description
Visits (unique)	Count of unique visits from an affiliate link. Multiple visits from the same user are counted as one unique visit if they happen within 1 hour.
Registrations	Count of registered players
Registration to Visit, %	Number of registrations divided by number of visits in %
FTD to Lead, %	Number of FTDs divided by number of registrations in %
Deposits	Count of deposits
Deposits amount	Total deposit amount, as reported by platform
FTDs	Count of First-Time Deposits
FTDs amount	Amount of First-Time Deposits, as reported by platform
Bonus amount	Amount of bonuses credited, as reported by platform
Withdrawals	Amount of withdrawals, reported by platform
Withdrawals count	Count of withdrawals
Chargebacks	Amount of chargebacks (cashbacks), as reported by platform
Deductions	Amount of deductions, as reported by platform
Volume	Bet amount (wagering), as reported by platform
Activities count	Count of activities (such as bets), as reported by platform
P&L	Proflt & Loss or GGR, as reported by platform Usually represents Total bet amount - Total win amount
Net P&L *	Net Profit & Loss or GGR P&L - Bonuses - Deductions (values are sourced from the data reported by the platform)
Net P&L (Casino) *	Net Profit & Loss or GGR for Casino product only P&L - Bonuses - Deductions (values are sourced from the Casino product data reported by the platform)
Net P&L (Sport) *	Net Profit & Loss or GGR for Sport product only P&L - Bonuses - Deductions (values are sourced from the Sport product data reported by the platform)
Net Deposits *	Total deposit amount - Total withdrawal amount (values are sourced from the data reported by the platform)
QFTDs, CPA	Count of FTDs that are matching CPA qualification rules
QLeads, CPL	Count of leads (registrations) that are matching CPL qualification rules
eCPA (Effective CPA) *	(CPA commissions ± registration level Adjustments) / FTD count
eCPL (Effective CPL) *	(CPL commissions + registration level Adjustments) / registrations count

Player Identification Metrics

Metric	Description
Registration ID	Internal ID of the registered player, generated by TAP
Ext. Customer ID	External ID of the registered player, received from the integrated platform

Balance Metrics (Affiliate)

All monetary values are displayed in TAP in the base currency set for your affiliate panel.

Metric	Description
CPA	Commission from CPA deal
CPL	Commission from CPL deal
RevShare	Commission from RevShare deal
RevShare (Casino)	Commission earned from the Casino portion of a multi-product RevShare deal
RevShare (Sport)	Commission earned from the Sport portion of a multi-product RevShare deal
Commission, from Sub.Aff	Commission generated for Parent affiliate from Child affiliate (Sub-affiliates) based on sub-affiliate deal set for Parent
Commissions	CPL commission + CPA commission + Rev Share commission + Commission from Sub.Aff
Adjustments	Amount of adjustments made to affiliate balance or on registration level (can be positive and negative)
Payments	Amount of payments processed for affiliate
Balance	Commissions + Adjustments - Payments

Link and Deal Metrics

Metric	Description
Source ID	Dynamic parameter captured on a player's visit on affiliate link (custom)
Campaign Name/Campaign ID	Dynamic parameter captured on a player's visit on affiliate link
utm_campaign, utm_source, utm_medium	Dynamic UTM parameters captured on a player's visit on affiliate link (custom)
afp, afp1,....afp9	Dynamic AFP parameters captured on a player's visit on affiliate link (custom)
Deal group ID	ID of the deal group. A deal group may include multiple versions and sub-deals.
Deal ID (version)	ID of a specific version of a deal within the same Deal group ID. Modifying a deal creates a new deal version under the same Deal Group ID.