Affiliate Glossary

The article contains the basic terms that are used in affiliate marketing and the Travelpayouts affiliate network.

  • Accrual — The process of adding a reward for some particular booking manually to a partner's account balance.
  • Adult traffic — Traffic driven from sites for adults.
  • Affiliate link — Is a link that leads to a travel brand's website. An affiliate link contains a unique marker ID that is written into a cookie file on a user’s computer due to which bookings are attributed to a partner thereby bringing him revenue.
  • Affiliate network (Platform) — Is a resource where different programs from different brands are accumulated together for the users (partners) to work with (promote).
  • Affiliate program — Is a resource where users can gain revenue by promoting one brand's tools or services.
  • API — Is a set of requests by means of which partners can receive certain data. More information in the API documentations.
  • Banner — HTML-code that contains an image and a link to the advertiser's website.
  • Banner blindness — Is a form of selective attention when a user consciously or unconsciously ignores banners or banner-like objects.
  • Brand / Travel brand (advertisers) — Company or affiliate program that partners can work with within Travelpayouts. For example, Booking.com, Kiwitaxi.ru, etc
  • Brand contextual advertising (traffic type) — The use of a brand name or its derivatives in advertising campaigns (ex.: #cheap hotels on Hotellook#).
  • Cash back — return to the buyer of the part of the paid amount. For example, a webmaster promises to everyone who buys insurance on his link a refund of 4% of the cost of insurance. Webmaster reimburses 4% of his revenue.
  • Click-out — Click on a link in the search results redirecting to an OTA or an airline’s website for purchase.
  • Click-under — A type of aggressive advertising working according to the following scheme: the window with the advertiser’s site is opened under the current user’s window after any click on the original site regardless of the will of the user.
  • Clicks — Clicks on affiliate tools and links.
  • Content project — Is a website mostly aimed at providing its visitors with information rather than selling goods or services. In case of Travelpayouts, content project is a website that provides visitors with information on travel topics — tips, travel stories, or tourist attraction overviews.
  • Contextual advertising (traffic type) — Is a type of advertising where the advertising is displayed according to the keywords
  • Conversion — Is a ratio of unique visitors to their actions, including searches, click-outs, and bookings.
  • Cookie Is a small text file, typically consisting of letters and numbers, downloaded on to a device when the user accesses certain websites. Cookies allow a website to recognize a user’s device.
  • Cookie lifetime — Is the period of time during which affiliate marker ID is stored in the user's browser. In case of Travelpayouts platform, cookie lifetime is the period of time during which a partner's marker ID is stored in cookie files on a user's device thereby bringing revenue to the partner for every booking made by this user.
  • CPA (Cost per Action) — is a payment model where the payment is made for each specified action. In case of Travelpayouts, the payout is actually made per completed booking.
  • CPC (Cost per Click) — is a payment model where the payment is made per click, not per completed booking.
  • CTR — Click-through rate.
  • Doorways (traffic type) — Web pages that are created (could be generated) for the deliberate manipulation of search engine indexes (spamdexing).
  • ECPC — Effective cost per click (partner's income).
  • ECPS — Effective cost per search (partner's income).
  • ECPU — Effective cost per user (partner's income).
  • Email marketing (traffic type) — The use of affiliate links in email marketing through the partner's own email address database.
  • Geotargeting — Is a practice of delivering content to the users based on their geolocation.
  • Host — The source through which the reservation was made.
  • Iframe — Is a technology that allows to display one page inside of another.
  • Iframe (traffic type) — Mostly fraudulent type of traffic in which an 'invisible' iframe is used to put the cookie for maximum number of visitors.
  • Impressions — The column in statistics displaying a number of impressions of affiliate tools: widgets, search forms, White Label. Every showing of affiliate tools is counted, except the White Label iframe.
  • Keywords — Is a set of words and phrases that describe the content of the website and are used in the the advertising campaign in contextual advertising.
  • Landing page — A webpage (lead capture page, lender) whose main goal is to provide the user with information about goods / services and to convert site visitors into sales or leads.
  • Last cookie wins — Is an attribution model, according to which the purchase is attributed to a partner whose affiliate link the user clicked last before performing the booking. 
  • Link generator — Online tool for creating links with the partner's marker ID to any page of the travel brand website.
  • Low-cost airlines — Are airlines that offer lower fares and fewer services than full-service airlines. More information in the Low-Cost Airlines.
  • Marker (marker ID) — Special ID number used to track clicks, searches and bookings. More information in the Affiliate marker and additional marker (ID and sub ID).
  • Messengers traffic type — Distribution of advertising links and other advertising materials in messengers.
  • Metasearch engine (metasearch) — Is a search engine that sends queries to several search engines and aggregates the results into one master list.
  • Motivated traffic traffic type — Is users who have agreed to perform targeted actions in return for money or any other benefit.
  • Negative keywords — Is a set of words and phrases that are specified in the advertising campaign settings so that the ads are not displayed for any search containing these keywords.
  • OTA — Online Travel Agency.
  • Paid clicks — The column in statistics for Aviasales program that displays the amount of revenue received from agencies and airlines paying revenue per clicks instead of paying for completed bookings.
  • Partner (affiliate) — Users and travel brand registered in Travelpayouts.
  • Payout — The process of transferring the earned amount to the partner's account.
  • Pop-under (traffic type) — Type of aggressive advertising, where the advertisement appears in a new window behind the main page. This new background window loads the advertised website.
  • Pop-up (traffic type) — Type of aggressive advertising, where the advertisement appears in a new window which opens above the current window after the user clicks on any area of the original site.
  • Postback — Is a URL that allows partners to receive notifications about completed and cancelled bookings.
  • Potential payouts — Income that will be received after the orders change their status from 'Pending' to 'Paid'.
  • PPC — Pay per Click.
  • Program — Is an affiliate program provided by a travel brand available for Travelpayouts partners (users registered with Travelpayouts platform).
  • Promotional codes (traffic type) — The use of promotional codes provided by travel brands for other marketing activities to attract users.
  • Referral — Partners who signed up with Travelpayouts using another partner's referral link.
  • Referral link — Is a link used by partners to attract new users to Travelpayouts in order to earn additional revenue for each booking made by a referral.
  • Referral program — An additional way to earn money by recruiting new partners (affiliates). More information in the Referral program.
  • Referrer domain (referrer) — The website the user came from to make the booking.
  • Retargeting / Remarketing (traffic type) — Is a form of advertising where the advertising is sent to the users who showed their interest in the product, but left the website without making a purchase.
  • Reward — Revenue that is accrued to to the partner's account balance in Travelpayouts affiliate dashboard. The reward can be paid out to the partner once the minimum payout amount is earned.
  • SDK — Is a ready template which can be used in an existing application or adjusted and offered as a separate application. More information in the SDK for iOS and Android.
  • Searches — The column in statistics displaying an amount of a website visitors who entered a query and clicked on "Search" button.
  • Session — Is a period of time during which a user is active on a website.
  • Signature (md5 signature) — An encoded query key formed by the query parameters, affiliate marker ID and a security token.
  • STR — Sell-through rate (clicks vs. bookings).
  • Sub ID — Is a parameter that allows partners to track sales separately for each traffic source/tool. Sud ID is written after the primary marker and separated from it by a dot. More information in the Affiliate marker and additional marker (ID and sub ID).
  • Targeted ads in social networks (traffic type) — Type of advertising where advertising campaigns are displayed in social networks (VK, Facebook, etc.) using the features of the advertising network to target the ads. For example, send ads to a specific audience, like ages 18–26, men, New York.
  • Teaser advertising (traffic type) — Is a term used for an advertising campaign where a series of ads are presented to the consumer without revealing the complete identity of the product or brand until the last ad. Teaser advertising campaigns consist of two parts: a series of teaser ads (one or more than one) and a revealer ad.
  • Token — Is a partner unique access key used for API access.
  • Toolbar (traffic type) — Type of traffic (mostly fraudulent) usually working according to the following scheme: Partner A distributes its Toolbar (browser plugin), which changes the cookie of the original partner B, who actually attracted the buyer. As a result, revenue on the basis of the cookie goes to the wrong person.
  • Traffic arbitrage (traffic type) — Is a process of buying traffic and selling it at a higher rate.
  • Traffic source — Is a project used by a partner to promote the services of an advertiser in Travelpayouts affiliate network. More information in the Traffic sources.
  • Travel services — Are services offered by the advertisers to the tourists. — Example: On our website, you can book flights, hotels and other travel services.
  • Type-in (traffic type) — Is a term describing visitors landing at a website by entering a keyword or phrase in the web browser’s address bar rather than following a hyperlink from another web page, using a browser bookmark, or a search-box search.
  • Typosquatting (traffic type) — A form of cybersquatting (creating sites with domain names similar to those owned by existing brands) that targets Internet users who incorrectly type a website address into their web browser. The use of a domain name similar to a known brand or trademark in order to confuse the users who incorrectly type a website address into their web browser.
  • Visitors — The column in statistics displaying an amount of a website visitors who have clicked an affiliate link to an advertiser's website and who have made at least one search.
  • White Label — A tool that allows to open search results for travel services on a partner's website page, without going to the brand's travel sites (for example https://whitelabel-demo.travelpayouts.com/).
  • Widget — An element of a user interface that the user can interact with (e.g., a search form, a calendar, useful material).
  • Youtube-traffic (traffic type) — Traffic driven from paid advertising on YouTube.

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