Core Offer Concepts
Term | Definition |
Offer Wall | An embedded interface in a publisher’s platform that displays available offers to end-users. |
Offer | A marketing campaign created by an advertiser to promote a product (app, website, service, etc.). Offers can be single-event or multi-event. |
Event | A required step within an offer that a user must complete (e.g., install, reach level 5). |
Conversion | A user completing a defined valuable action within an offer. |
Conversion Event | A conversion tied to a specific event in a multi-event offer. |
View | When a user opens an offer detail page without taking further action. |
Click | When a user clicks an offer and is redirected to the advertiser. |
Tracking & Attribution
Term | Definition |
Tracking Platform / Tracking System | Third-party systems (e.g., AppsFlyer, Adjust, Singular) used for attribution and tracking. |
Postback URL | A server-to-server URL that is triggered by the advertiser’s or affiliate network’s server or tracking system when a conversion event occurs. |
Callback | JSON payload sent from GoKart to a tenant's endpoint URL when a conversion occurs. |
Click ID | Unique identifier used to tie a click to a conversion. |
pub_click_id | Partner-generated identifier for a user click |
pub_member_id | Partner’s internal user identifier used for attribution. |
Parameter | A key-value pair in a URL used to pass tracking data. |
Macro (e.g., {gk_click_id}) | A placeholder in a tracking link that is dynamically replaced with real values upon click. |
GoKart Ecosystem Entities
Term | Definition |
Advertisers | Companies that create offers to promote their products. Advertisers request Publishers to advertise their offers on Publishers’ platforms to benefit from the Publishers’ user base. |
Publishers | Companies that use their own products (websites, apps) as platforms to display ads for other companies in exchange for commissions (revenue). |
Partners | Companies or individuals that own a specific asset via which an offer can be promoted outside of the Publisher’s platforms. They promote Advertisers' offers not directly, but through Affiliate Networks. |
Affiliate Networks | Publishers with their Partners’ network. Promote Advertisers’ offers not only through their platforms, but through their partners as well. |
End-Users / Pub Members | Users who view and complete offers. |
Tenants | An independent GoKart instance representing a specific customer or organization, accessed via its own dedicated domain. |
Tracking Platform / Tracking System | External systems used for conversion attribution. |
MMP (Mobile Measurement Partner) | Third-party attribution platforms (AppsFlyer, Adjust, Singular). |
Business Model & Financial Terms
Term | Definition |
Revenue | Money paid by advertisers to publishers per conversion or event. |
Reward | In-app currency paid to end-users for completing events. |
Payout | Amount advertisers or affiliate networks pay to partners per conversion or event. |
Budget | Maximum spend allocated to an offer. |
Budget Cap | Limit that pauses an offer once budget is reached. |
Event Conversion Cap | Limit on conversions per event (daily, weekly, monthly, or total). |
Conversion Rate | Percentage of clicks that result in conversions. |
Click-Through Rate (CTR) | Percentage of views that result in clicks. |
EPC (Earnings Per Click) | Revenue divided by total clicks. Used to rank offers. |
Baseline EPC | The EPC value the offer is assigned when it first goes live until revenue is generated and the true EPC can be calculated. |
CPA (Cost Per Action) | The amount an advertiser pays the publisher for each completed action. It represents the cost of acquiring a conversion. |
Platform Infrastructure
Term | Definition |
Placement | Location where an offer is displayed (homepage, email, footer, etc.). |
Back-Office | Admin module for configuring offers, advertisers, integrations, and settings. |
API Keys | Authentication tokens used for integrations. |
Custom Integration | External offer wall integration via API key. |
Operation Tools | Internal tools used to simulate clicks, conversions, and callbacks. |
Performance Report | Dashboard showing views, clicks, conversions, and revenue metrics. |
Cost Reporting | Sending cost/revenue data to MMPs for attribution tracking. |