Glossary

who is this for partners who need a single reference for every metric, formula, product name, feature, and technical term used across the momentscience platform how to use this page browse a to z or use ctrl/cmd+f to jump to a term metrics include their exact formula and the dashboard location where they appear jump to a · b · c · d · e · f · g · h · i · j · l · m · n · o · p · r · s · t · u · v · w · y · z views vs impressions the partner dashboard uses these two terms to mean distinct things views = offer unit loads (how many times your placement loaded) impressions = individual offers viewed inside that unit (at least 50 percent ad viewability) for momentperks, one view typically produces 1 to 5 impressions for perkswall, this can be higher a active offer an offer currently available for display to users offers can be active, paused, or deprovisioned from a partner account adpx click id a unique click identifier that momentscience appends to direct offer landing page urls at click time capture and store this value server side so you can attribute conversions back to momentscience traffic in server to server (s2s) integrations advertiser an entity that promotes products or services through offers on the momentscience platform advertisers pay per click (cpc) or per action (cpa) and can run network or endemic offers api key a secure token used to authenticate requests to momentscience apis created and managed in settings > api keys scopes can be set to limit access, for example, reports only or full access b beacon a tracking url fired when specific user interactions occur, such as closing the offer unit or clicking "no thanks " beacons enable behavioral reporting without redirecting the user big 5, the the five foundational event counts from which every other momentscience metric is derived views , impressions , clicks , conversions , and gross revenue every rate, yield, and per event metric in the dashboard is a calculation built on top of one or more of these five counts event what it measures how it's counted views placement loaded one per sdk/api call impressions offer viewed inside the placement one per offer/ad viewed (50 percent viewability) clicks user tapped a cta one per button or image click conversions user completed the advertiser action one per postback confirmation gross revenue revenue your traffic generated sum of brand spend on conversions blacklist an exclusion rule in sequence rules specifying which offers or offer types are ineligible for a given position in a response brandconnect (for awin) a momentscience plugin for awin merchants displays personalized post purchase brand offers on the order confirmation page without developer work managed through the momentscience dashboard c campaign details a partner dashboard page that shows offer level performance for a specific campaign columns campaign, status, impressions, clicks, conversions, partner revenue, partner cost, rpm (offers), ctr, cvr, rpc includes a daily trend chart and per offer breakdown accessible by clicking any campaign row in the campaigns view click url the destination url in offer api responses that users are directed to when they click the positive cta contains tracking parameters for attribution clicks a core event metric recorded each time a user clicks a positive cta (button or image) on an offer one of the big 5 event counts alongside views, impressions, conversions, and gross revenue conversion window the time period after a click during which a completed action can be attributed to that offer click set at the offer level by advertisers conversions a core event metric recorded when a user completes the advertiser defined action, such as a purchase or sign up, confirmed via postback one of the big 5 event counts cpa (cost per action) a billing model where the advertiser pays per completed user action, such as a purchase or sign up one of the goal types used in sequence rules filters cpc (cost per click) a billing model where the advertiser (or partner, for direct offers) pays each time a user clicks used for direct offers and endemic offers cps (cost per sale) a billing model where the advertiser pays per completed sale used in some s2s postback configurations creative a visual asset associated with an offer, images, icons, or banners momentscience supports icon creatives (250×250 px) and hero creatives (1000×280 px) csp (content security policy) http security headers that restrict which external resources can load on a page if your site enforces a strict csp, you must whitelist momentscience domains see the content security policy (csp) docid\ b5hggwbefs7qkn0ycbvri documentation for the required domain list cta (call to action) a button or label on an offer that users interact with offers have a positive cta ("claim offer", "learn more") and optionally a negative cta ("no thanks") ctr (click through rate) a rate metric the share of impressions that resulted in a click formula clicks ÷ impressions when impressions = 0, ctr displays as blank to avoid misleading values custom fallback url a url that users are redirected to when an offer becomes unavailable, for example when it is paused, capped, deprovisioned, or archived configured per offer or placement if no fallback is set, momentscience redirects to a default perkswall or momentscience hosted page must be enabled by your account manager cvr (conversion rate) a rate metric the share of clicks that resulted in a conversion formula conversions ÷ clicks d deeplink a url that navigates directly to a specific screen within a native mobile app instead of a browser momentscience supports deeplinks as landing page urls for endemic offers uses a custom url scheme, for example myapp\ //offers/123 , to open the target app content directly default placement a designated placement that momentscience uses when a moments request arrives without a placement parameter exactly one placement per account must be marked as default set under settings > placements demand tab a section on the partner dashboard home page showing performance from momentscience sourced (network) offers previously labeled "network " dev mode (development mode) a payload parameter ( dev true ) that disables geo filtering during development so offers always return regardless of the user's location direct offer an offer that you control and promote through your own channels, such as email, push notification, or banner direct offers can be endemic (partner created) or selected from the momentscience offer catalog direct tab a section on the partner dashboard home page showing performance from directly served offers mirrors the demand tab structure with partner cost factored in directperks a momentscience solution for manually selecting and promoting specific offers across your channels provides tracking links, creatives, and copy supports programmatic access via the offer catalog api downstream report a custom reports type that attributes performance based on the original impression date, regardless of when the conversion action occurred e earnings a revenue metric net earnings for your account formula gross revenue − partner revenue + partner cost partner cost is added back because it represents advertiser charges that offset your payout obligations for partner facing reporting, prioritize partner revenue and partner cost emailperks a momentscience solution for integrating personalized offers into email marketing workflows embedded offer unit an offer display format that renders offers inline within a webpage instead of as a modal overlay configured via the momentperks javascript sdk using a target container element endemic offer a first party or direct partner offer created and managed by the partner partners retain 100% of revenue and pay only a cpc fee to momentscience supports geo, platform, os, and browser targeting epc (earnings per click) a per event metric net earnings per click formula earnings ÷ clicks erpm (earnings rpm) a yield metric net earnings per 1,000 views formula (earnings ÷ views) × 1,000 f fill rate a rate metric the share of placement loads that returned at least one offer formula views with ≥1 impression ÷ total views fixed payout a conversion payment where the amount is constant regardless of event details frequency capping limiting how often the same offer is shown to a specific user within a session or time period requires passing adpx fp in the payload g geo filtering offer delivery control based on the user's geographic location supports targeting or excluding by country, us state, city, or zip code geo filtering is automatically disabled when dev true is passed in the payload, so offers always return during development regardless of location goal type the billing model for an offer cpa, cpc, or cps used as a filter dimension in sequence rules to control which offer types appear at specific positions gross revenue a core event metric and the starting point for revenue calculations total revenue generated by your traffic excludes commissions calculated as the sum of brand spend on conversions one of the big 5 event counts for partner facing reporting, prioritize partner revenue and partner cost h hero creative a wide format image (recommended 1000×280 px) displayed in the perkswall featured section required for direct offers using perkswall submitted through the momentscience dashboard under the offer's creative settings home (dashboard) the landing page of the partner dashboard shows aggregate performance across all placements for the selected date range contains the demand tab and direct tab, each with summary tiles and a day by day activity table with csv export available date presets today, yesterday, last 7 days, last 30 days, this week, last week, this month, last month, this quarter, last quarter, this year, last year custom ranges also available demand tab summary tiles views, impressions, clicks, conversions, partner revenue, partner cost, rpm (views), rpm (offers), ctr, cvr, impressions per view i icon creative a square image (recommended 250×250 px) used as the primary visual for an offer, typically a brand logo or product image only one icon creative can be uploaded per offer impression beacon a tracking url that fires a get request each time an offer is displayed to a user distinct from a pixel pixels are 1×1 image tags; impression beacons are explicit url calls used in momentperks api integrations to record impressions server side or via javascript automatically handled by the javascript sdk impressions a core event metric recorded each time an individual offer/ad is viewed (at least 50 percent viewability) one view can produce multiple impressions (typically 1 to 5 for momentperks and higher for perkswall) distinct from views views count placement loads; impressions count individual offers viewed inside those placements one of the big 5 event counts the impressions field in reporting api responses corresponds to views (unit loads) in the partner dashboard, not offer level impressions impressions per view a rate metric the average number of offers rendered per placement load formula impressions ÷ views useful for understanding offer density and fill performance j javascript sdk momentscience's primary web integration library paste the sdk snippet into your page \<head> to display personalized offers supports configuration options ( autoload , autoshow ), callbacks, theme customization, and manual controls ( refresh() , reload() ) l loyaltyboost a momentscience feature that rewards users with loyalty currency (points, credits, or miles) when they complete revenue generating offers requires configuring a currency name, currency multiplier, and postback endpoint m macro a dynamic placeholder in offer creatives or postback urls replaced with real values at runtime for example, {{firstname}} becomes the user's actual first name supports fallback values and conditional logic via the macros configuration mini text an optional offer field (up to 160 characters) displayed below the cta buttons used for disclaimers, eligibility notes, or supporting context, for example, "new customers only offer expires in 30 days " momentperks momentscience's core solution for delivering personalized offers at key user journey moments, post purchase, content unlock, milestone completion integrates via the javascript sdk (web) or momentperks api (custom ui) momentperks api the rest api ( post /native/v2/offers json ) for fetching personalized offers as json and rendering them in a custom ui supports proxy connect and direct connect architectures returns offer objects with creatives, ctas, tracking pixels, and optional beacons requires an api key with ads/offers scope mou (multi offer unit) a display format that shows all available offers simultaneously in a responsive grid or tile layout lets users compare offers at a glance n network offer a third party advertiser offer provisioned to a partner account by momentscience revenue is shared between momentscience and the partner according to account terms nexos an llm powered ai assistant developed by momentscience for advertising workflows generates ad copy, analyzes markets, and automates campaign tasks available at nexos momentscience com o offer catalog api a momentscience api for programmatically retrieving all active offers available to a partner account used with directperks for automated offer selection and display offer ctr a rate metric the share of offer impressions that resulted in a click formula clicks ÷ impressions used in the demand activity table offer tags short labels assigned to offers in the dashboard used as filter criteria in sequence rules to control which offers appear at specific positions omnisdk momentscience's javascript based conversion tracking library for advertisers captures adpx click id from the landing page url and fires a conversion event when the user completes the advertiser defined action p partner any entity working with momentscience, including advertisers, account managers, and partners who serve offers to end users and earn revenue from user engagement partner settings the configuration options you control in the momentscience dashboard, as distinct from settings managed by momentscience on your behalf setting you control momentscience controls placement names and slugs ✓ offer tags ✓ postback / webhook urls ✓ api keys ✓ moments theme ✓ perkswall theme ✓ team members and sub accounts ✓ sequence rules ✓ number of ads per session ✓ ad delay and position ✓ endemic / 3rd party offer mix ✓ delivery percentage ✓ offer provisioning ✓ partner cost a revenue metric sum of cpc costs across clicks partner revenue a revenue metric your payout from momentscience per conversion calculated as the sum of conversion payouts excludes platform commissions partner rpc a per event metric your payout per click formula partner revenue ÷ clicks payload customer and session data passed to momentscience for personalization, targeting, and attribution common attributes email , firstname , confirmationref , zipcode , pub user id see passing payload values docid\ yz38zu4 miummwtnnsg98 perkswall a momentscience solution for displaying multiple offers in a customizable, branded offer gallery supports infinite scroll, loyaltyboost rewards, and b2b embed perkswallet / pwaas (perkswallet as a service) a persistent offer wallet that lets users save offers and return to claim them later available as a hosted integration (momentscience hosted url) or embedded integration (iframe in your app or site) pixel a 1×1 transparent image url that fires when an offer is displayed, recording the impression for tracking required for impression tracking in momentperks api integrations that don't use the javascript sdk placement a named identifier representing a specific page or surface where offers are served, for example, checkout confirmation or homepage sidebar momentscience normalizes placement values on save and at match time spaces and underscores become hyphens, and all characters become lowercase each placement can have its own theme and sequence rules postback a server to server http request momentscience sends to your configured endpoint when a conversion or revenue event is confirmed supports get (parameters appended to url) or post (json body) used for conversion tracking, loyaltyboost rewards, and revenue attribution can fire multiple times per user session for different events failed postbacks are retried using incremental backoff up to 5 times prefetch integration a momentperks api methodology for pre loading offers in mobile apps before the user reaches the display screen, eliminating loading delays at the point of display pub user id your internal, anonymized, non pii user identifier passed in the payload pii must never be sent as pub user id use a stable identifier that is unique to your partner account required for perkswallet and usp integrations associates offers and sessions with a specific user across visits r reporting api a rest api providing programmatic access to 24 hour performance data, including revenue, impressions, clicks, and ctr supports daily and hourly segmentation and payload based filtering note the impressions field in api responses corresponds to views in the dashboard rewarded offer an offer that triggers a loyaltyboost reward when the user completes it rewards are calculated using the configured currency multiplier and delivered to your endpoint via postback rpc (revenue per click) a per event metric gross revenue per click formula gross revenue ÷ clicks rpm (revenue per mille) a yield metric group revenue per 1,000 events momentscience tracks three core rpm variants metric formula where used rpm (views) (gross revenue ÷ views) × 1,000 home tab summary tiles, standard benchmark rpm (offers) (gross revenue ÷ impressions) × 1,000 campaign details page erpm (views) (earnings ÷ views) × 1,000 home tab rpm (views) is the standard benchmark for comparing placements rpm (offers) is useful for offer level analysis rpt (revenue per transaction) a per event metric gross revenue per conversion formula gross revenue ÷ conversions note some dashboard tooltips use "per transaction", this is the same metric s s2s (server to server) a postback integration method where the advertiser's server sends conversion data directly to momentscience without client side javascript requires capturing adpx click id on the landing page click sale amount the actual transaction value (in usd) passed in postback data for cps (cost per sale) offers distinct from the payout the sale amount is the original purchase value the advertiser reports; the payout is what momentscience owes the partner passed as a url parameter or json field in the postback scope the permission level assigned to an api key, controlling which momentscience resources and operations it can access available scopes ads/offers (fetch offers), reports (read performance data), configurations (manage settings), offers management (create and edit offers), accounts (manage sub accounts), perkswallet set when creating a key under settings > api keys sequence rules dashboard configured rules that control which offers appear at each position (1 5) in a momentperks response rules use whitelists, blacklists, offer tags, and goal type filters evaluated by weightage, highest priority rules apply first shopify an e commerce platform momentscience's shopify app displays personalized offers on thank you and order status pages with no coding required slug a url safe, lowercase identifier for a placement, for example checkout confirmation used in sdk calls to identify which placement configuration and sequence rules to apply sou (single offer unit) a display format showing one offer at a time in a carousel style modal users browse offers sequentially using positive and negative cta buttons tracks one impression per offer displayed standalone mode a perkswall operating configuration where the offer gallery runs independently, hosted at a momentscience provided url rather than embedded in a page typically used for mobile apps, webviews, and direct link campaigns sub account a secondary account linked to a primary account provides controlled, role scoped access for team members, clients, or partners without exposing primary account credentials sub account performance a partner dashboard view showing performance broken down by sub account useful for managing multiple properties under one account supports csv export t terms and conditions an optional offer field (supports html) displayed when users click the t\&c link on an offer contains legal restrictions, expiration dates, eligibility rules, and usage terms specific to that offer theme a saved visual configuration for an offer unit, colors, fonts, layout, and button styles multiple themes can be created and applied to different placements independently theme customizer a no code visual tool in the momentscience dashboard for configuring offer unit appearance changes preview instantly across desktop and mobile views tracking link a url generated by momentscience that embeds offer and partner identifiers, recording the click for attribution available in three types (1) standard , for direct offer promotion across channels; (2) email , optimized for email service provider (esp) compliance; (3) perkswall , for clicks originating inside a perkswall gallery all types support appending custom payload parameters as query string values u unique visitors a volume metric distinct users identified by pub user id requires your sdk or api integration to pass an anonymized non pii user identifier in the payload pii must never be sent in this field usp (user selected perks) a momentscience feature that lets users choose offers at critical moments, checkout, registration, or reward redemption, before completing a key action selections are captured during the session and delivered after the action via webhook v variable payout a conversion payment where the amount changes based on the specific event type or order value views a core event metric recorded each time the momentscience offer unit loads, one per sdk initialization or api call views is the standard denominator for rpm summary tiles one of the big 5 event counts w webhook an http endpoint on your server that receives real time event notifications from momentscience supports post (json body) or get (url parameters) methods momentscience fires webhooks for (1) conversion postback events, (2) perkswallet save and remove events, and (3) user selected perks offer selections used to trigger downstream workflows such as email delivery, loyalty point grants, or crm updates webview a browser window embedded within a native mobile app used to display perkswall and momentperks offer units inside native ios and android apps whitelist an inclusion rule in sequence rules specifying which offers or offer types are eligible for a given position in a response y yield optimization momentscience's platform level process for maximizing revenue per placement load uses sequence rules to serve high value eligible offers at each position and factors in historical conversion data to rank offers by expected yield z zip code targeting offer targeting control that restricts or enables delivery based on specific 5 digit us zip codes configured as a whitelist (allow specific zips) or blacklist (block specific zips) on the offer part of the broader geo filtering controls ready to test your understanding? take the data dictionary quiz https //labs momentscience com/data dictionary quiz if you have questions about a specific term or metric, contact your account manager or reach us at help\@momentscience com mailto\ help\@momentscience com