Glossary

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Active Offer An offer that is live and eligible for display to users. The platform tracks offers with four statuses: Running (actively serving), Scheduled (ready to start), Paused (temporarily disabled), and Inactive (permanently removed from rotation).

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.

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.

The Big 5 The five foundational event counts from which every other MomentScience metric is derived: Views, Impressions, Clicks, Conversions, and 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.

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.

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 Revenue.

COU (Custom Offer Unit) A theme-level Offer Unit type where the partner brings their own HTML and CSS, delivered through the SDK integration they already have. Gives Native API-level design freedom, full control over layout and styling, without the cost of building and maintaining a separate rendering layer. Contact your MomentScience account manager to enable it. See the Custom Offer Unit (COU) documentation.

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.

CPM (Cost Per Mille) A billing model where the advertiser pays per 1,000 impressions served, regardless of clicks or conversions. Shown as a column in the Direct Tab and Sub Account Performance Direct view.

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) 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, inactive, or archived. Configured per offer or placement. If no fallback is set, MomentScience redirects to your default Perkswall. 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.

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."

Demand Offer The current term for a third party advertiser offer provisioned to a partner account by MomentScience. Previously referred to as a Network Offer. Revenue is shared between MomentScience and the partner according to account terms.

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 sourced by the partner rather than provisioned by MomentScience. Direct Offers run through the same channels as Demand Offers, including MomentPerks and Perkswall, as well as the partner's own channels such as email, push notification, or banner. The cost model distinguishes a Direct Offer from a Demand Offer. Direct Offers are either Partner Created (in-house promotion) or Partner Sourced (via a direct partner-advertiser partnership).

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 View date (when the SDK loaded or the API call was made), regardless of when the click and/or conversion occurred.

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.

Fixed Payout A conversion payment where the amount is constant regardless of event details.

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.

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.

Icon Creative The legacy term for a Demand Offer: a third party advertiser offer provisioned to a partner account by MomentScience, with revenue shared between MomentScience and the partner according to account terms. Now referred to as a Demand 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.

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.

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()).

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.

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.

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.

Offer Details (Campaign Details) A Partner Dashboard page that shows offer level performance for a specific campaign. This view is also referred to as Campaign Details. 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.

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.

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.

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: Revenue ÷ Clicks.

Payload

Customer and session data passed to MomentScience for personalization, targeting, and attribution. Common attributes: email, firstname, confirmationref, zipcode, pub_user_id, placement. See Passing Payload Values.

Perkswall A MomentScience solution for displaying multiple offers in a customizable, branded offer gallery. Supports infinite scroll, LoyaltyBoost rewards, and B2B embed.

PerksWallet A persistent offer wallet that extends MomentPerks or Perkswall by letting users save offers and return later to claim them (while offers are still active).

Available in two integration options: Embedded (integrated in your app or site, supports pub_user_id and webhook events) and Hosted (MomentScience managed wallet at perkswallet.com, no wallet infrastructure required).

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 account. Used across MomentScience products, including MomentPerks, PerksWallet, and USP (User Selected Perks), to associate offers, sessions, and user activity with a specific user across visits. Required for PerksWallet and USP integrations and strongly recommended for MomentPerks personalization and user-level tracking.

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:

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: Revenue ÷ Conversions. Note: some dashboard tooltips use "per transaction", this is the same metric.

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 page (Account > Sub-Accounts) showing Demand and Direct offer performance for a parent account and each of its sub-accounts, one row per account. Only appears in the sidebar when the account has at least one sub-account..

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.

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.

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.

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.

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.

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.

If you have questions about a specific term or metric, contact your account manager or reach us at [email protected].