Offerwall Glossary: 50+ Terms Every Publisher and Advertiser Should Know

If you are new to offerwalls, this glossary explains common publisher, advertiser, and measurement terms. Some are general ad-tech concepts rather than features ClixWall provides. For the current ClixWall setup, use the publisher integration reference.

A

Ad Mediation

A system that helps a publisher choose among several ad-demand sources. The decision rules and reporting depend on the mediation product.

Ad Network

A service that connects advertisers seeking actions or attention with publishers that have an audience. ClixWall operates an offerwall network for both groups.

ARPDAU (Average Revenue Per Daily Active User)

Revenue earned in a day divided by the number of users active that day. State which revenue sources and timezone the calculation includes.

ARPU (Average Revenue Per User)

Revenue earned during a defined period divided by the users in that period. It is meaningful only when the numerator and user cohort match.

ATT (App Tracking Transparency)

Apple's permission framework for tracking activity across other companies' apps and websites. Its rules affect some advertising and attribution methods on Apple platforms.

B

Banner Ad

A rectangular display placement on a page or in an app. Its price and measurement depend on the campaign model.

Bid Floor

A minimum acceptable price in an ad auction. A floor is an auction concept; it is not the same as the reward value shown to an offerwall user.

Bounce Rate

A measure of sessions that end without the interaction defined by an analytics system. Check the tool's definition before comparing sites or offerwall visits.

C

Churn Rate

The share of an existing user group that stops using or paying for a product during a stated period.

Completion Rate

Confirmed offer completions divided by offer starts for a defined cohort and time window. Different dashboards may use a different denominator.

Conversion

The action a campaign requires and its verifier accepts, such as a confirmed install, approved task, or qualified survey.

CPA (Cost Per Action)

Advertiser spend divided by accepted actions, or the price paid per accepted action, depending on the report. Name the action being measured.

CPC (Cost Per Click)

The amount charged for a qualifying click. A click is not proof that the visitor later registered or bought.

CPE (Cost Per Engagement)

The price for a defined engagement event. The specific event must be stated in the campaign terms.

CPI (Cost Per Install)

Spend divided by attributed installs under the campaign's verification and attribution rules.

CPM (Cost Per Mille)

The price for 1,000 ad impressions. Mille means one thousand.

CTR (Click-Through Rate)

Qualifying clicks divided by impressions, usually shown as a percentage. State which surfaces count as impressions.

D

DAU (Daily Active Users)

The number of distinct users active during one day under an app's chosen activity definition.

Deep Link

A link that opens a specific page or screen inside an app or website when the platform supports it.

Direct Offer

An offer arranged directly with an advertiser rather than through another intermediary. Direct sourcing does not by itself guarantee a higher payout.

E

eCPM (Effective Cost Per Mille)

Observed earnings divided by measured impressions, multiplied by 1,000. Compare eCPM figures only when they use the same impression definition.

Engagement Rate

The share of exposed users who take a specified interaction. Define the interaction and exposure denominator in every report.

Event-Based Reward

A reward paid for a verified milestone within an offer. Some offers have several milestones; others pay only for a final action.

F

F2P (Free-to-Play)

A product that users can start without buying access. It may earn through purchases, ads, subscriptions, or other optional formats.

Fill Rate

The share of eligible ad or offer requests that return available inventory. The request and fill definitions vary by platform.

Fraud Prevention

Checks that detect or prevent invalid activity, such as repeated clicks, bot traffic, or forged submissions. No one check proves every action is legitimate.

Frequency Capping

A limit on how often a user sees a placement or campaign within a time period. Availability depends on the platform's controls.

G

Geo-Targeting

Limiting a campaign or offer to users in selected geographic areas. ClixWall advertiser campaigns support country selection.

H

Hybrid Monetization

Using more than one revenue format, such as purchases and optional rewarded offers, in the same product. Measure whether they complement each other for your audience.

I

IAP (In-App Purchase)

A purchase of digital content or services inside an app. Store billing rules depend on the platform, region, and product.

IDFA (Identifier for Advertisers)

An Apple device advertising identifier used in eligible attribution and advertising workflows. Access for tracking is subject to Apple's ATT requirements.

Impression

A recorded instance of an ad or offer being shown under the measurement system's rules. It is not interchangeable with a click or completed action.

Incentivized Traffic

Traffic from users offered a reward for a defined action. Advertisers should evaluate its downstream quality separately from other acquisition sources.

Interstitial Ad

A full-screen ad displayed between parts of an app experience. It differs from a user-opened offerwall.

K

KPI (Key Performance Indicator)

A metric selected to judge a business objective. Choose it before a campaign and define its measurement window.

L

Lookalike Audience

An audience model built from characteristics of a seed group. It is a general advertising term, not a ClixWall targeting control described in the current advertiser panel.

LTV (Lifetime Value)

A projection or measurement of the value a user contributes over time. Specify whether it is revenue or contribution after costs, and whether it is observed or projected.

M

MAU (Monthly Active Users)

Distinct users active during a defined month or trailing 30-day window. State which window you use.

Multi-Event Offer

An offer with more than one required milestone. A reward may be attached to each milestone if the offer terms say so.

Multi-Reward Offerwall

A wall that can present more than one kind of user reward. The reward types and exchange rules depend on the publisher's product.

N

Native Ad

An ad designed to fit the surrounding content format while remaining identifiable as advertising.

Non-Payer

A user who has not bought an item or subscription in the product during the period being measured. The share varies by product and cohort.

O

Offer

A defined action and reward presented to an eligible user. Always read the specific requirements and confirmation rules.

Offerwall

A page or view listing voluntary rewarded actions. Publishers embed ClixWall's Wall with an iframe or WebView, or build a custom list with the Offers API.

Opt-In Ad

An ad experience a user chooses to start, such as opening an offerwall or playing a rewarded video. Opt-in does not guarantee completion or satisfaction.

P

Payout

An amount paid in a transaction. In offerwall reports, distinguish the user's reward from the publisher's earnings.

Postback URL

A publisher-configured endpoint that receives a server-to-server conversion or reversal event. In ClixWall, use the user payout, transaction ID, and status to update your own reward ledger.

Publisher

A website or app operator that presents offers to users and earns a share of confirmed activity. ClixWall's current embed paths are iframe and WebView, with an Offers API for custom interfaces.

R

Retention Rate

The share of a user cohort that returns or remains active at a stated time, such as day 7. The activity definition matters.

Revenue Share

The agreed split of eligible revenue between parties. A percentage alone does not predict earnings without confirmed volume and payout values.

Rewarded Ad

An ad or offer a user engages with in exchange for a stated reward, subject to the format's completion rules.

Rewarded Video

A video ad that grants a reward after the required viewing action is confirmed. Its length and payout depend on the campaign.

ROAS (Return on Ad Spend)

Attributed revenue divided by ad spend for the same campaign cohort and window. ROAS does not by itself establish incrementality or profit.

S

S2S (Server-to-Server)

A request sent between servers. ClixWall uses publisher postbacks to report confirmed conversion or reversal events; the callback format depends on the event source.

SDK (Software Development Kit)

A package of code and documentation for integrating software. ClixWall's current public integration uses an iframe, WebView, or Offers API rather than a dedicated publisher SDK.

Segmentation

Grouping users or results by a defined characteristic to compare behavior. Use only attributes your own system or campaign reporting actually records.

Survey Offer

A research questionnaire offered for a reward when the user qualifies and the completion is confirmed. Eligibility and availability depend on the research partner.

T

Target Audience

The group a campaign aims to reach. ClixWall advertisers can select countries; other targeting abilities should be checked in the current campaign form.

Tier 1/2/3 Markets

Informal labels some advertisers use to group countries by expected value. There is no universal tier list or fixed payout attached to a country.

U

User Acquisition (UA)

Activities intended to bring new users to a product. Judge campaign quality using verified actions and your own downstream outcomes.

User Segmentation

Dividing an app's own users into groups for analysis or messaging. Respect consent and privacy requirements when using the groups.

V

Virtual Currency

An app-defined unit a user can earn or buy and spend inside that product. Publishers decide its exchange rules and keep the balance ledger.

W

Waterfall

A sequence that tries one ad-demand source and then another when the first does not fill. It is a general ad-mediation pattern, not a claim about ClixWall's routing.

WebView

A browser component embedded in a native or hybrid app. It can load ClixWall's Wall URL while the publisher app handles its own user balance.

A metric is useful only when you know its denominator, time window, and source. For product-specific questions, see ClixWall for publishers, ClixWall for advertisers, and the postback guide.