Affiliate Metrics and Terminology

This section explains common terms and metrics used across TheAffiliatePlatform. It can help you better understand reports and performance data.

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

• 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 (Total bet amount - Total win amount), as reported by platform

• Net P&L - Net Profit & Loss Calculated as: P&L - Bonuses - Deductions

• Net P&L (Casino) - Net Profit & Loss for Casino product only Calculated as: P&L - Bonuses - Deductions (values are sourced from the Casino product data reported by the platform)

• Net P&L (Sport) - Net Profit & Loss for Sport product only Calculated as: P&L - Bonuses - Deductions (values are sourced from the Sport product data reported by the platform)

• Net Deposits Calculated as: Total deposit amount - Total withdrawal amount

• 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) Calculated as: (CPA commissions ± registration level Adjustments) / FTD count

• eCPL (Effective CPL) Calculated as: (CPL commissions + registration level Adjustments) / registrations count

• 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.

Money Metrics (Affiliate)

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

• 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 Caclulated as: CPL + CPA + Rev Share + 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 Calculated as: Commissions + Adjustments - Payments

Tracking & Deals Metrics

• 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.