Metrics glossary

Metrics are aggregated from the tracker (Keitaro/Binom) and Facebook Ads. Focused on media buying: spend, conversions, payback.

Key concepts

Partner — a CPA / affiliate network that provides offers (affiliate_network_id in the tracker).
Offer — the specific product / site traffic is driven to; belongs to a partner and defines how revenue is counted.
Revenue — comes from the tracker via advertiser postbacks when a user deposits (or a fixed amount per conversion).
Buyer Code — a buyer's unique identifier that matches their campaign group in the tracker; without a correct one, the buyer's data won't appear.
Agent — a partner who provides ad / Facebook accounts for a % commission on spend; reduces Profit.
Approach — an optional marketing-angle tag for a creative; pulled from the tracker or set manually.
Creative name — the immutable key linking a CRM creative to the Facebook ad name and the tracker's creativeNameParameter.
Fake clicks — synthetic clicks CRM writes to the tracker (daily, 3 AM UTC) for ads with spend but no clicks, so CPI is computed correctly.
OAS (On After Spend) — revenue from deposits arriving N days after FTD / registration — the payback long tail.
Not connected / Unknown ad account — an ad account present in tracker data but not linked in CRM.

Metric	Format	Description
Clicks	number	Ad clicks (from Facebook).
Unique clicks	number	Unique clicks from the tracker (Keitaro/Binom).
Installs	number	Installs / landings after a click.
Registers	number	User registrations (Register conversion type).
FTD	number	First Time Deposit — a user's first deposit.
RD	number	Repeat Deposit — subsequent deposits.
Spent	money	Ad spend from Facebook ($).
Commission	money	Agent commission = Spent × Commission%.
Commission %	percent	Agent commission rate (%).
Spent commission	money	Spent + Commission — real traffic cost.
Revenue	money	Revenue from the tracker (advertiser postbacks).
Profit	money	Revenue − Spent commission. Negative is highlighted.
ROI	percent	Profit × 100 / Spent. The key efficiency metric.
CPI	money	Cost Per Install = Spent / Installs.
CPR	money	Cost Per Register = Spent / Registers.
CFD	money	Cost Per FTD = Spent / FTD.
CPC	money	Cost Per Click = Spent / Clicks.
CPM	money	Cost Per Mille — cost of 1000 impressions.
CTR	percent	Click-Through Rate — clicks / impressions.
EPC	money	Earnings Per Click = Revenue / Clicks.
Click2Inst	percent	Click-to-install conversion (%).
Inst2Reg	percent	Install-to-register conversion (%).
Reg2Dep	percent	Register-to-deposit conversion (%).
OAS	percent	On After Spend — revenue from deposits arriving N days after FTD/registration (D1…D30, Unlimited).

Key concepts

Partner — a CPA / affiliate network that provides offers (affiliate_network_id in the tracker).

Offer — the specific product / site traffic is driven to; belongs to a partner and defines how revenue is counted.

Revenue — comes from the tracker via advertiser postbacks when a user deposits (or a fixed amount per conversion).

Buyer Code — a buyer's unique identifier that matches their campaign group in the tracker; without a correct one, the buyer's data won't appear.

Agent — a partner who provides ad / Facebook accounts for a % commission on spend; reduces Profit.

Approach — an optional marketing-angle tag for a creative; pulled from the tracker or set manually.

Creative name — the immutable key linking a CRM creative to the Facebook ad name and the tracker's creativeNameParameter.

Fake clicks — synthetic clicks CRM writes to the tracker (daily, 3 AM UTC) for ads with spend but no clicks, so CPI is computed correctly.

OAS (On After Spend) — revenue from deposits arriving N days after FTD / registration — the payback long tail.

Not connected / Unknown ad account — an ad account present in tracker data but not linked in CRM.

Metrics

Metric	Format	Description
Clicks	number	Ad clicks (from Facebook).
Unique clicks	number	Unique clicks from the tracker (Keitaro/Binom).
Installs	number	Installs / landings after a click.
Registers	number	User registrations (Register conversion type).
FTD	number	First Time Deposit — a user's first deposit.
RD	number	Repeat Deposit — subsequent deposits.
Spent	money	Ad spend from Facebook ($).
Commission	money	Agent commission = Spent × Commission%.
Commission %	percent	Agent commission rate (%).
Spent commission	money	Spent + Commission — real traffic cost.
Revenue	money	Revenue from the tracker (advertiser postbacks).
Profit	money	Revenue − Spent commission. Negative is highlighted.
ROI	percent	Profit × 100 / Spent. The key efficiency metric.
CPI	money	Cost Per Install = Spent / Installs.
CPR	money	Cost Per Register = Spent / Registers.
CFD	money	Cost Per FTD = Spent / FTD.
CPC	money	Cost Per Click = Spent / Clicks.
CPM	money	Cost Per Mille — cost of 1000 impressions.
CTR	percent	Click-Through Rate — clicks / impressions.
EPC	money	Earnings Per Click = Revenue / Clicks.
Click2Inst	percent	Click-to-install conversion (%).
Inst2Reg	percent	Install-to-register conversion (%).
Reg2Dep	percent	Register-to-deposit conversion (%).
OAS	percent	On After Spend — revenue from deposits arriving N days after FTD/registration (D1…D30, Unlimited).