# Glossary

> Plain definitions of the tracking, page and reporting terms used across Proferex.

This page defines the terms used across Proferex and the manual, in alphabetical order.

| Term | Definition |
|---|---|
| Campaign | The tracked link you put in your ads. It records each visit and sends the visitor through a combination. See [Campaigns](/docs/tracker/campaigns/index.md). |
| Click | A visitor who clicked through from your lander to an offer. |
| Click ID | A unique code Proferex gives each visit. It is sent to your offer source in the Offer URL and comes back in the postback, so a conversion can be matched to its visit. |
| Combination | The landers and offers a campaign sends visitors to, and how the traffic is split between them. See [Combinations](/docs/tracker/combinations/index.md). |
| Conversion | A sale or lead your offer source reports to Proferex with a postback. |
| Cost | What you paid for the traffic. It comes from cost sync, the cost in the campaign URL, or a static cost on the campaign. See [Costs](/docs/tracker/costs/index.md). |
| Cost sync | Proferex pulling your daily spend from your TrafficJunky, TrafficStars, or ExoClick account. |
| CR | Conversion rate. Conversions divided by clicks. For direct offers, which have no clicks, conversions divided by visits. |
| CTR | Click-through rate. Clicks divided by visits: how well your landers send visitors on. |
| Custom token | A value Proferex builds for each click from a template you write, such as `{v2}_{v1}`, and sends on as `{custom_token}`. See [Custom Tokens](/docs/tracker/custom-tokens/index.md). |
| CV | Conversions divided by visits. |
| Dayparting | Using a rule only at certain hours of the week. See [Dayparting](/docs/tracker/combinations/index.md#dayparting). |
| Direct offer | A path that sends visitors from the campaign link straight to the offer, with no lander. |
| EPC | Earnings per click. Revenue divided by clicks. |
| EPV | Earnings per visit. Revenue divided by visits. |
| Fallback campaign | The campaign that gets visitors a campaign can't send anywhere, for example because every offer is capped. Set it in **Tracker → Tracker Settings**. |
| Global postback URL | The one address all your offer sources send conversions to. See [Postbacks](/docs/tracker/postbacks/index.md). |
| Lander | A landing page connected to your campaigns, so Proferex can track it and send visitors on to the offer. See [Landers](/docs/tracker/landers/index.md). |
| Lander Upload | A set of page files you upload to Proferex, served on your page domain. |
| Offer | The page you are paid to send visitors to, such as a sign-up or a sale. See [Offers](/docs/tracker/offers/index.md). |
| Offer Link | The `/outgoing` link on your lander that sends visitors on to the offer. See [Offer Redirect](/docs/tracker/offer-redirect/index.md). |
| Offer source | Where your offers come from, such as an affiliate network or an advertiser you work with directly. See [Offer Sources](/docs/tracker/offer-sources/index.md). |
| Page domain | The domain your Published Pages are served on, such as `pages.mydomain.com`. See [Page Domain](/docs/landing-pages/page-domain/index.md). |
| Path | One lander and offer pair in a combination. |
| Payout | What your offer source pays you for one conversion. It is recorded as revenue. |
| Piggyback postback | A postback Proferex sends on to another URL each time you receive a conversion. |
| Postback | The call your offer source makes to Proferex when a visitor converts. It carries the click ID and usually the payout. |
| Published Page | A page Proferex hosts for you on your page domain. See [Published Pages](/docs/landing-pages/published-pages/index.md). |
| Redirect mode | A lander setting. **With Redirect** sends visitors from the campaign link to the page's own address. **No Redirect** shows the page on the campaign link itself. External Hosted landers always redirect. |
| ROI | Return on investment. Profit divided by cost, as a percentage. |
| Rule | A part of a combination that sends some visitors, such as Android users or visitors from Germany, to their own paths. See [Rules](/docs/tracker/combinations/index.md#rules). |
| Starter domain | The free tracking domain every account starts with, marked **Starter**. Use it for testing, then add a domain you own. |
| Token | A placeholder in curly braces, such as `{clickid}` or `{country}`, that Proferex or your traffic source fills in with a real value. |
| Tracking domain | The domain your campaign links and Offer Links run on, such as `track.mydomain.com`. See [Tracking Domain](/docs/tracker/tracking-domain/index.md). |
| Traffic source | The ad network you buy traffic from. It sends visitors to your campaign link. See [Traffic Sources](/docs/tracker/traffic-sources/index.md). |
| Visit | One time someone opened your campaign link. |
| Weight | How much of the traffic a path gets compared with the other paths in the same combination. |

To see the terms in use, start with [Reading Your Stats](/docs/reports/reading-your-stats/index.md).