Affiliate glossary
Key terms of iGaming affiliate marketing, explained briefly.
- RevShare
- Revenue share — a lifetime percentage of the net revenue the program earns from your players.
- CPA
- Cost Per Action — a fixed one-time payment for a player who meets the criteria (usually a qualified deposit).
- Hybrid
- A deal combining a reduced CPA payment plus a reduced RevShare percentage.
- NGR
- Net Gaming Revenue — bets minus wins, bonuses, fees and taxes; the base for RevShare calculation.
- Negative carryover
- When a negative monthly balance (players won more than lost) carries into the next month instead of resetting to zero.
- FTD
- First Time Deposit — a player's first deposit; the key conversion metric in iGaming.
- Baseline
- Minimum deposit or activity a player must reach for the affiliate to get the CPA payment.
- Hold
- Period during which the program checks traffic quality before releasing the payout.
- Sub-affiliate
- A program tier paying you a percentage of the earnings of webmasters you referred.
- GEO
- Target country or market of the traffic.
- Tier 1/2/3
- Informal grading of markets by payment capacity: Tier-1 (US, UK, DE…), Tier-2, Tier-3.
- Cloaking
- Showing different content to moderators and to real users in paid traffic; violates ad platform rules.
- UAC
- Universal App Campaigns (Google App campaigns) — buying traffic through app install ads.
- Retention
- How long and actively players keep playing; drives RevShare LTV.
- KPI
- Traffic quality requirements set by the advertiser (deposit rates, activity), failing which deals get revised.