Affiliate Marketing Guide
Affiliate Marketing Terms Explained
Affiliate marketing has its own language.
If you're new to affiliate marketing, terms like attribution, cookie windows, EPC and commission override can seem confusing. This guide explains the most common terms in plain English.
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A
Affiliate
A person or business that promotes a brand in return for commission when a sale, lead or other agreed action occurs.
Affiliate Link
A special tracking link used to identify which affiliate referred a visitor to a brand's website.
Affiliate Programme
A structured partnership where affiliates promote a brand in exchange for commission.
C
Click
When a visitor clicks an affiliate link.
Commission
The amount paid to an affiliate when a conversion is approved.
Commission Override
An additional fee charged by some affiliate networks on top of affiliate commission. Often calculated as a percentage of commission or sale value.
Conversion
A successful action such as a sale, booking, enquiry or application.
Conversion Rate
The percentage of visitors who complete a desired action.
Cookie Window
The period during which an affiliate remains eligible to receive commission after a visitor clicks their affiliate link.
E
EPC (Earnings Per Click)
A metric showing how much commission affiliates earn on average for each click they generate.
Exclusive Offer
A promotion available only through a specific affiliate or publisher.
L
Lead
A potential customer who has submitted an enquiry, quote request, registration form or application.
Last Click Attribution
The most common attribution model. The last affiliate clicked before conversion receives the commission.
N
Network
A marketplace connecting brands and affiliates. Examples include AWIN, CJ and Partnerize.
Network Fee
The fee charged by a network for managing tracking, payments and affiliate relationships.
Affiliate Platform vs Affiliate Network
These terms are often confused.
An affiliate network usually combines tracking technology with access to a marketplace of publishers. An affiliate platform provides the technology brands use to run affiliate programmes, often without charging commission override fees.
P
Publisher
Another term for an affiliate. Usually refers to websites, blogs, media companies or content creators.
Programme Terms
The rules governing an affiliate programme, including commission rates, restrictions and payment policies.
T
Tracking
The process of recording clicks, visits, conversions and commission activity.
Tiered Commission
A commission structure where affiliates earn higher rates as performance improves.
Related Guides
"The affiliate industry loves jargon. Understanding the terminology makes it much easier to evaluate platforms, programmes and partnership opportunities."
Joe Brewer
Founder, RivieraTech Affiliates
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