# Glossary
# S2S Postback
S2S postback (also known as WebHook) is a way to send data to third-party service.
# Placeholder
A placeholder (also known as macros) is a special string that runs some code and substitute itself with the result.
# Profit
Profit is calculated as Revenue - Cost
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# Conversions
Conversion is the action, performed by the user. There are different types of conversions:
- Lead - a user signs up, or requests to register.
- Sale - a user performed the action, which you got a payout for.
- Rebill - a user performed the action, which you got an additional payout for.
- Rejected - either a user rejected the offer, or the lead was rejected by the affiliate network.
# Subid
Unique click ID in Keitaro. It can be sent to offer with macros {subid}
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# Tid
Transaction ID. Keitaro uses that parameter to create additional sales (rebills).
# Capping
See offer capping.
# CR
Conversion rate. Formula is Amount of conversions (hold + confirmed) / Number of clicks × 100
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# CR (hold)
Conversion rate. Formula is Conversions in hold / Number of clicks × 100
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# CR (confirmed)
Conversion rate. Formula is Number of verified conversions / Number of clicks × 100
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# EPC
Earnings per click. Formula is (Hold + Confirmed revenue) / Number of clicks
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# EPС (confirmed)
Earnings per click. Formula is Confirmed revenue / Number of clicks
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# CPC
Cost per click. Formula is Costs / Number of clicks
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# CPS
Cost per conversion(sale). Formula is Costs / Number of verified conversions
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# EC (hold + confirmed)
Earning per conversion. Formula is (Confirmed revenue + Revenue in hold) / Number of conversions
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# EC (confirmed)
Earning per conversion. Formula is Confirmed revenue / Number of conversions
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# eCPC
Cost per 1000 clicks. Formula is Costs/ Number of clicks x 1000
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# eCPM (hold + confirmed)
Profit per 1000 clicks Formula is (Revenue in hold + Confirmed revenue)/ Number of clicks x 1000
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# eCPM (confirmed)
Profit per 1000 clicks. Formula is Confirmed revenue / Number of clicks x 1000
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# LP CTR
Landing page conversion. Formula is Clicks of landing page / Visitors of landing page x 100
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# ROI (hold + confirmed)
Formula: ((Hold + Confirmed revenue) - Cost) / Cost * 100
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# ROI (confirmed)
Formula: ((Confirmed revenue) - Cost) / Cost * 100
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# CPL
Cost per lead. Formula: cost/(SUM(lead) + SUM(sale) + SUM(rejected))
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