Tracking & analytics

An active user, in forex affiliate and IB terms, is a referred client who meets the broker's specific criteria for generating revenue inside a defined window — typically by depositing and then executing a minimum number…

An Affiliate Tracking Platform is the partner's own tool for tracking clicks, conversions and ROI across their traffic sources, independent of the broker. It receives postbacks from brokers and attributes each conversio…

An analytics dashboard is the reporting interface a broker or affiliate network gives its partners to monitor performance in one place. It aggregates the metrics that decide whether a partnership is profitable: clicks, …

An attribution model is the set of rules that decides which marketing touchpoint gets credit when a referred user converts, such as opening and funding a trading account. It answers a money question: if a trader clicked…

A banner tag is a snippet of HTML or JavaScript, supplied by a broker or affiliate network, that renders a promotional banner on a partner's website while automatically carrying that partner's tracking link. Pasting the…

Call tracking is analytics technology that ties inbound phone calls back to the exact digital campaign, keyword, ad, or landing page that produced them. It closes the gap between online marketing and offline conversions…

Cohort Analysis is the practice of splitting referred users into groups (cohorts) that share a start event—usually the month they registered or first deposited—and tracking each group's behaviour, trading volume, and re…

Conversion Tracking is the method of detecting when a referred user completes a desired action—clicking an affiliate link, opening a demo, verifying KYC, or funding a live account—and attributing that action back to the…

Cookie Duration is the length of time a tracking cookie set when a user clicks your affiliate link stays valid in their browser. If that user registers and funds within the window, the conversion is attributed to you; i…

Deep Linking is the practice of building an affiliate tracking link that points past a broker's generic homepage to a specific interior page—a particular account-type signup, a promotion page, an instrument's specificat…

Event Tracking is an analytics technique that records specific user interactions with page elements that do not trigger a new page load — clicks on an "Open Account" button, plays of an embedded strategy video, copies o…

Funnel Analysis is the practice of mapping the sequential steps a user takes — from first ad click to funded deposit — and measuring how many people advance versus drop out at each stage. It pinpoints the exact step whe…

A Goal Completion is when a visitor performs a specific, predefined action you have decided is valuable — an email signup, an app download, or a click on your outbound broker affiliate link. It is the moment a visitor b…

Google Analytics 4 (GA4) is the current version of Google's free web and app analytics platform. It uses an event-based data model to track user journeys across sites and apps, and it replaced the older, session-based U…

Google Tag Manager (GTM) is a free tag management system from Google that lets you deploy and edit marketing and tracking snippets — pixels, conversion tags, and scripts — on your site from one web dashboard, without to…

An impression is a single instance of an ad, banner, or link being displayed on a user's screen. It counts whether or not the ad is clicked, so it measures exposure at the very top of the marketing funnel. Impressions …

A Key Performance Indicator (KPI) is a measurable value that shows how effectively an IB or affiliate is meeting a core business objective. It turns a vague goal like "grow the business" into a specific number you can t…

Marketing attribution is the analytical practice of determining which channels, campaigns, and touchpoints contributed to a conversion, and assigning credit to each step in the customer's journey. It answers the questio…

A Mobile Measurement Partner is a third-party attribution service that tracks which marketing source drove an app install and the in-app actions that follow. It is the mobile equivalent of a web tracker, solving attribu…

Post-click tracking measures a referred user's actions only after they physically click your affiliate link. The click drops a browser cookie (and often a tracking parameter), and any registration or deposit that follow…

Post-impression tracking, or view-through tracking, credits an affiliate when a user sees an ad but does not click it, then later visits the broker and converts on their own. Attribution rewards the exposure rather than…

A postback URL is a web address used for server-to-server (S2S) conversion tracking. When a qualifying event such as a deposit fires on the broker's servers, the broker sends an HTTP request to this URL, passing the cli…

A referral or promo code is a unique alphanumeric string assigned to an affiliate. The user types it during broker registration to link their new account to the partner, supplementing or replacing link-based tracking. …

Server-Side Tagging moves tracking-tag execution from the user's browser to a server the marketer controls. Conversion and analytics data is collected server-side and forwarded to platforms from there, rather than by sc…

Server-to-Server (S2S) tracking is a conversion-attribution method in which the broker's server sends conversion data directly to the affiliate's tracking server, typically through a postback URL or API call, without re…

A session is a group of a single user's interactions with a website that happen within a defined timeframe. One session can contain many pageviews, events, and clicks, and by convention it ends after 30 minutes of inact…

Session duration is an analytics metric measuring the average length of time a visitor spends on a website during a single visit before leaving or closing the browser. It is reported as an average across all sessions in…

A smart link is a single affiliate tracking link that dynamically routes each visitor to the most suitable landing page based on rules such as geolocation, device type, language, or operating system. One URL adapts its …

A sub-affiliate link is a unique tracking URL a Master IB uses to recruit other affiliates rather than end-clients. Anyone who registers as a partner through it is tagged as a Sub-IB, and the Master IB then earns an ove…

Time on Page is the amount of time a visitor actively spends viewing one specific page before moving on. It is a per-page engagement metric: unlike session duration, which spans a whole visit, it isolates how long a sin…

A touchpoint is any single interaction a prospective client has with your brand or a broker's marketing along the path to converting. A YouTube review, a Telegram post, a retargeting ad, an email, and the click on your …

A tracking link is a unique URL assigned to a partner that carries identifying parameters — most importantly an affiliate or IB ID — so a broker's system can record the clicks, registrations, and deposits that URL produ…

A tracking pixel is a tiny, usually invisible 1x1 image or snippet of JavaScript embedded in a web page or email. When the page loads, the pixel fires a request to a remote server, recording that the visit or event happ…

UTM parameters are short text tags appended to the end of a URL to record where a click came from. They pass the traffic's source, medium, and campaign into analytics tools so you can see exactly which link, post, or ad…

A unique visitor is a single distinct person, or more precisely a single browser or device, counted once within a reporting period no matter how many times they return. It measures how many separate individuals your con…