Affiliate Link
A URL containing tracking parameters that identifies which affiliate (and campaign) referred the visitor.
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Glossary Category: Tracking & Attribution
How clicks become credited conversions: postbacks, click IDs, attribution models and the tracking stack.
App Attribution (MMP)
Mobile measurement partners (AppsFlyer, Adjust, Branch) that attribute app installs and in-app events to their acquisition source.
Attribution Window
The period after a click during which a conversion is still credited to the referring affiliate — commonly 30 days in iGaming.
Click ID
The unique identifier generated for each click on an affiliate link, used to match a later conversion back to its source.
Click Spamming
Fraud that fires large volumes of fake or unearned clicks to steal attribution for conversions the clicks never influenced.
Conversion Pixel
The specific pixel placed on a post-conversion page (registration complete, deposit confirmed) that reports the event.
Cookie Stuffing
Fraudulently dropping affiliate tracking identifiers on users who never meaningfully clicked, to claim credit for their later conversions.
Cookieless Tracking
Attribution methods that don't depend on browser cookies — server-side IDs, first-party storage, fingerprinting or deterministic matching.
Cross-Device Tracking
Linking one user's activity across phone, desktop and tablet so the journey and its attribution survive device switches.
Deep Linking
Pointing an affiliate link at a specific page — a game, bonus or registration step — rather than the operator's homepage.
Device Fingerprinting
Identifying a device by its technical characteristics (browser, OS, screen, fonts, network) instead of stored identifiers like cookies.
Direct Linking
Sending traffic straight to the operator's page — no redirect — with tracking parameters appended and logged on arrival.
Duplicate Click Filtering
Automatically discarding repeat clicks from the same user within a short window so reporting and billing reflect unique intent.
First-Click Attribution
Crediting the conversion to the first affiliate click in the journey rather than the last.
First-Party Cookie
A cookie set by the domain the user is actually visiting, used to remember the referring affiliate across a session or return…
Global Postback
A single account-level postback configuration that fires for all of an affiliate's campaigns, instead of per-offer setups.
Last-Click Attribution
Crediting the conversion entirely to the final affiliate click before registration — the iGaming default.
Multi-Touch Attribution
Splitting conversion credit across several touchpoints in the player's journey instead of giving it all to one click.
Pixel Tracking
Client-side conversion tracking that fires a snippet of code (an image or JavaScript tag) in the player's browser on the confirmation page.
Postback URL
A server-side callback the operator's platform fires to notify the tracking system that a conversion (registration, FTD, deposit) happened.
Promo Code Tracking
Attributing players to affiliates via a code entered at registration or deposit, independent of any click tracking.
Redirect Tracking
Click tracking that routes the visitor through one or more intermediate URLs (the tracker) before reaching the destination page.
Referrer
The HTTP header identifying the page a visitor came from — a primary signal for verifying where affiliate traffic actually originates.
S2S Tracking
Server-to-server tracking passes conversion data directly between the operator's and tracker's servers, with no browser involved after the initial click.
Server Log Tracking
Recording clicks and events from raw server request logs rather than client-side scripts.
SubID
An affiliate-defined parameter appended to tracking links to segment their own traffic — by page, placement, campaign or keyword.
Third-Party Cookie
A cookie set by a domain other than the one being visited — the historical backbone of cross-site ad tracking, now blocked…
Tracking Domain
The domain used in affiliate links to route and record clicks — either the platform's shared domain or a custom branded one.
UTM Parameters
Standardized URL query tags (utm_source, utm_medium, utm_campaign…) used by analytics platforms to classify traffic sources.
View-Through Attribution
Crediting a conversion to an ad impression the user saw but didn't click, within a short lookback window.