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Glossary

The glossary provides clear, concise definitions of key terms to help you quickly understand important concepts. Use it as a reference guide whenever you encounter unfamiliar words or need a refresher on specific topics.

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A/B Testing

General
A/B testing compares two versions of a marketing element (ad, landing page, etc.) by splitting traffic and measuring results, enabling data-driven optimization.

FabFunnel Context
Run A/B tests on landing pages inside Flow configurations and tracker URLs. In FabSearch, A/B testing also extends to domains and vendors (buy/assign domains dynamically). Analytics highlight the best-performing variant.

Ad Tracker

General
Tracks impressions, clicks, conversions via URLs/parameters or pixels to analyze and optimize ad campaigns.

FabFunnel Context
Unified dashboard across sources capturing click IDs, conversions, and ROI in real time. Industry-tailored flows and campaigns can be created from a single screen.

Advertising Network

General
A broker platform connecting advertiser demand with publisher inventory.

FabFunnel Context
Represents a traffic source (e.g., Google Ads, Microsoft Ads, Facebook Ads). Supports bulk launches, auto spend sync, and unified reporting.

Clarification (Search Arbitrage)

  • Advertising Networks = where you buy traffic (Spend)
  • Vendors = where traffic is monetized (Revenue)

Affiliate

General
A publisher who promotes offers and earns commission per qualified action (sale/lead/etc.).

FabFunnel Context
Centralized management of tracking links, flows, and multi-network conversions. Organize by vendors/categories and optimize for commissions with analytics.

Affiliate Marketing

General
Performance-based model where affiliates are paid for traffic that converts.

FabFunnel Context
Automated launches; tracking of clicks, conversions, revenue, ROI; accurate attribution with postbacks and tokenized links.

Agency

General
A service company managing marketing for clients across channels.

FabFunnel Context
Agency accounts can oversee multiple fronts, teams, and campaigns, with granular permissions. Operate multiple workspaces like FabSearch, FabAds, FabPPC under one agency.

Bulk Launcher

General
Tooling to launch many campaigns/ads at once for speed and consistency.

FabFunnel Context
Mass Campaign Launcher: deploy 100+ campaigns in under 2 minutes across accounts, with templates and optional AI variations.

Campaign

General
A coordinated set of ads with shared goals, targeting, budget, and runtime.

FabFunnel Context
Represents settings/creatives launched on a specific traffic source for a Flow. Dashboard ties spend and performance to each campaign.

Category (under Verticals)

General
A sub-niche under a broader industry vertical (e.g., Finance → Insurance, Loans).

FabFunnel Context
Used with Verticals to organize funnels/campaigns and filter analytics. Example: Vertical Health → Categories Diet Supplements, Fitness Programs.

Client (will add after e-com)

General
The business for whom campaigns are managed; also used for separated workspaces/accounts.

FabFunnel Context
Under an Agency, a Client (often called a front) isolates campaigns, flows, and teams per advertiser/brand.

General
Small browser-stored data for sessions, preferences, and tracking; third-party cookies power cross-site tracking.

FabFunnel Context
FabFunnel does not rely on cookies. Tracking is S2S postback-only; even with pixels, no cookies are dropped. Attribution uses click IDs via URL parameters.

Cookieless Tracking

General
Measuring behavior/conversions without cookies (e.g., S2S, first-party IDs, probabilistic methods).

FabFunnel Context
Native S2S callbacks and unique click IDs keep attribution accurate when cookies are blocked; privacy-compliant by design.

Custom Domain

General
Using your own (sub)domain for branded tracking/landing URLs.

FabFunnel Context
Configure CNAME to FabFunnel’s tracking, verify, and use branded links to preserve domain reputation and trust.

DNS

General
The internet “phonebook” mapping domain names to IPs.

FabFunnel Context
Used for custom domains and any hosted landers (CNAME/A records). Essential for integrating your domains with FabFunnel.

Domains

General
Website addresses; in arbitrage, includes tracking and monetization domains.

FabFunnel Context
Manage monetization and tracking domains; verify/integrate for launching flows and tracking performance (incl. on-the-fly purchases for search arb).

Events

General
Recorded user actions (page views, clicks, form submits, etc.).

FabFunnel Context
Tracks Clicks, LP Views, Conversions, etc. Clicks are core system events with token details; logs available for analysis and troubleshooting.

Flow

General
A defined path or funnel configuration from entry to monetization.

FabFunnel Context
A Flow sets the blueprint: vertical/category, landers, monetization (offer/feed), rules, and split-tests. Generates a Flow Tracking URL for campaigns across sources.

Flow Tracking URL

General
A tracking link with parameters/tokens (e.g., ?aff_id={affiliate_id}&s={source}) used to log clicks and pass data.

FabFunnel Context
Issued after Flow setup; logs the click and forwards to the next step (lander/feed/offer). Works with custom domains and traffic-source tokens.

Fronts

General
Analogous to a workspace—isolated environment per unit/client.

FabFunnel Context
Top-level container under an Agency. Each Front houses funnels, campaigns, domains, and team permissions. Assign users per front for clean data separation.

Funnel (AFD 2C, AFD 3C, RSOC)

General

  • AFD (AdSense for Domains): parked domain monetization.
  • 2C / 3C: two-click or three-click funnels to reach monetization.
  • RSOC (Related Search for Content): content page with embedded related search links leading to ad results.

FabFunnel Context
Choose funnel type in Flows:

  • AFD 2C/3C: route to parked pages via vendor feeds; 3C adds an extra step/lander.
  • RSOC: content lander with RS links; expects second click into monetized search results. Integrates correct vendors and tracking automatically.

Keyword

General
Terms/phrases targeted or monetized; core to SEM and contextual advertising.

FabFunnel Context
Used across search arb/RSOC. Input/import keyword lists; analyze CTR/RPC/EPC; pass tokens to sources and feeds; optimize per-keyword performance.

KeywordSet

General
A reusable group of related keywords.

FabFunnel Context
Save, reuse, and report at the set level. Weight and A/B test KeywordSets; align sets to funnels and vendor feeds.

Lander

General
A focused page between ad click and offer/monetization (pre-sell, content, quiz, etc.).

FabFunnel Context
Configure landers in Flows; rotate/test multiple URLs; track LP views/CTR. In RSOC, the content page is the lander; in AFD 3C, initial parked page can act as the lander.

Logs (Conversions, Postbacks, Errors)

General
System records of events, server calls, and issues.

FabFunnel Context

  • Conversion Logs: verify attribution, payouts, tokens.
  • Postback Logs: inspect inbound/outbound S2S calls.
  • Error Logs: diagnose tracking/redirect/missing-param issues.

Overage

General
Usage beyond plan limits billed as extra fees.

FabFunnel Context
Plans include quotas (spend/events). Overage billed as % of ad spend (e.g., Starter/Growth 1%, Pro/Agency 0.8%) or per-event fee (e.g., Starter/Growth 0.03 per 1,000 events; Pro/Agency 0.02 per 1,000). Growth/Pro can add add-ons; Starter must upgrade or pay overage. Monitor with usage meters.

Pixel

General
Browser-based tracking via 1×1 images or scripts (often cookie-dependent); used for visits, opens, conversions.

FabFunnel Context
Supported but not preferred. Limitations: blockers, cookie restrictions, missed fires. FabFunnel prioritizes S2S postback for reliability, accuracy, and compliance.

Postback

General
Server-to-server callback notifying a tracker about a conversion, typically with tokens like {clickid} and {payout}.

FabFunnel Context
Provide networks/vendors the FabFunnel postback URL (e.g., .../conv?ff_clickid={CLICKID}&amount={PAYOUT}). FabFunnel logs and attributes conversion; test via tools & logs.

PPC (Pay Per Call Funnel)

General
Performance model where advertisers pay for qualified inbound phone calls.

FabFunnel Context
Native Pay-Per-Call support with Ringba integration. Map spend and call revenue; attribute by traffic source; automate optimizations.

Revenue

General
Income from conversions/sales driven by campaigns.

FabFunnel Context
Pulled via vendor integrations (postbacks/APIs) and surfaced in dashboards (by date, campaign, offer, etc.). Combine with Spend to track profit/ROI in near real time.

Revenue Streams (Vendor Accounts Integration)

General
External sources of earnings (affiliate networks, feed providers, stores) connected into your platform.

FabFunnel Context
Integrate vendors like Tonic, Sedo, Ads, Inuvo, System1, DomainActive to import revenue metrics (RPC, revenue, etc.) and unify monetization reporting.

RSOC

General
Related Search for Content: embed related-search links on content pages; users click through to search results with ads.

FabFunnel Context
First-party content landers + RS feed via supported vendors. Track CTR to RS links and downstream RPC. Stricter compliance than legacy AFD; FabFunnel simplifies tracking across entry and monetization clicks.

S2S (Server-to-Server)

FabFunnel Context
FabFunnel’s backbone for attribution: generates unique click IDs (e.g., ffclid), receives postbacks with payout/params, and can send CAPI events back to sources (Facebook, TikTok, etc.) for optimization. Reliable, cookie-free, privacy-first.

Spend

General
Advertising cost paid to traffic sources.

FabFunnel Context
Auto-syncs via ad platform APIs or manual inputs. Aligns to reporting timezone; enables Cost, Revenue, Profit, ROI in one view and supports rules/alerts (e.g., pause if ROI < threshold after N clicks).

Search Arbitrage

General
Buy traffic at price A; monetize at price B; profit on the spread. Requires careful keyword selection and funnel optimization.

FabFunnel Context
Built for arbitrage at scale: bulk launches, feed integrations, RPC/EPC analytics, and automation rules to pause/scale by ROI.

Team

General
A user group with scoped permissions for collaboration.

FabFunnel Context
Create teams within Fronts, invite users, assign access, and collaborate in real time on campaigns and flows.

Timezone (Reporting Timezone)

General
The time basis for logging and displaying analytics.

FabFunnel Context
Set a default user timezone for processing; switch dynamically in reports to match traffic sources or stakeholder views (e.g., IST ↔ PST).

Traffic Source

General
Any channel/platform delivering visitors (Google, Meta, TikTok, email, native, etc.).

FabFunnel Context
Define Traffic Sources with token presets and cost integrations. Used by Bulk Launcher and reporting; rules can apply per source.

Vendors (Tonic, Sedo, Ads, Inuvo, System1, DomainActive)

General
Monetization providers and feed partners for domain/search traffic.

FabFunnel Context
Add accounts under Integrations → Vendor Accounts to fetch clicks/revenue and normalize reporting across multiple feeds.

Vendor Account

General
Your authenticated connection to an external vendor/network.

FabFunnel Context
Store IDs/keys for reporting and postbacks. Support multiple accounts per vendor; use logs for validation and troubleshooting.

Vertical

General
Broad industry category (Finance, Health, e-Com, etc.).

FabFunnel Context
Top-level classification; define Categories beneath, then create Flows against them (AFD/RSOC funnel types in FabSearch workspace).

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PrefacePerformance metrics glossary