--- title: Understanding Keywords and Acronyms description: If you are new to Affiliate Marketing you will quickly come to understand that the lingo can be a bit confusing. People use different words to describe Affiliate Marketing - with such a variety of def --- [Skip to content](https://help.linktrust.com/en/knowledge/understanding-keywords-and-acronyms#main-content) English Show submenu for translations [Customer portal](https://help.linktrust.com/portal?hsLang=en) ![lt-logo.png\]](https://help.linktrust.com/hs-fs/hubfs/lt-logo.png?height=40&name=lt-logo.png) Open main navigation Close main navigation - English Show submenu for translations - [Customer portal](https://help.linktrust.com/portal) - Contact us Contact us Hi, Welcome to the LinkTrust Help Center. - There are no suggestions because the search field is empty. 1. [Help Center](https://help.linktrust.com/en/knowledge?hsLang=en) 2. [FAQs](https://help.linktrust.com/en/knowledge/faqs?hsLang=en) 3. [Getting Started](https://help.linktrust.com/en/knowledge/faqs?hsLang=en#getting-started) # Understanding Keywords and Acronyms If you are new to Affiliate Marketing you will quickly come to understand that the lingo can be a bit confusing. People use different words to describe Affiliate Marketing - with such a variety of definitions, it can be hard to navigate what everything means.  We have compiled a short list of Affiliate Marketing Lingo to give you a quicker time to value. ### *Key Concepts* **AFFILIATE -** an individual who promotes products or services for a merchant in exchange for receiving compensation for the sales or leads they drive. (Names others may use: **PUBLISHER/BRAND AMBASSADOR**) **CAMPAIGN -** an organized course of action to promote a product or service. (A name others may use: **OFFER**) **MERCHANT -** the company that produces the products or services that an affiliate promotes. (A name others may use: **ADVERTISER**) ### Common Acronyms **EPC** - Earnings Per Click. **ECPM** -  Effective Cost Per Mille **CPA** - Cost Per Action (also referred to as Cost Per Acquisition) **CPC** - Cost Per Click.  **CPL** -Cost Per Lead.  **PPC** -Pay Per Click. **CPM** -Cost Per Thousand. **CTR** - Click Thru Rate. ### *Other Terms* **Cookies -** In regards to affiliate marketing, Cookies are used to assign an ID to a user that has clicked on the affiliate's link that leads to a merchant website for a predefined period. If the user returns within that predefined period (whether or not they click on the affiliate link again) then the affiliate will be credited with the sale if a conversion takes place. **Landing Page -** the page that you want your affiliates to drive traffic to **Tracking Link -** a generated link that will be used by your affiliates to send traffic to your landing page which allows LinkTrust to track the traffic **Affiliate Link -** a tracking link that is customized by your affiliate for their own personal tracking software **Affiliate Pixel -** the affiliate's confirmation pixel that will need to be placed in LinkTrust so they can track their performance in their tracking software  **Lead Generation -** the action or process of identifying and cultivating potential customers for a business's product or service **Conversion -** getting a user to take a specific, desired action. It could be buying a product or service, filling out a form, signing up for an email list or whatever the intended goal may be **Conversion Pixel -** the pixel that is placed on the confirmation page of the advertiser so LinkTrust can track conversions   You can[request a demo](https://linktrust.com/request-demo/) to see LinkTrust up close and experience how it can help you, or[start your free 14-day trial](https://linktrust.com/free-trial/) now.   Need help with this feature or have questions? 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