Reference
Creator marketing glossary
The words that come up when you pay creators and clippers and measure what their posts brought, explained in a sentence or two each.
- Attribution
- Crediting a sale, sign-up or install to what caused it, such as a creator's post. Links and codes credit the buyers who used them; measuring the rise above your normal level also covers buyers who didn't.
- Normal level (baseline)
- The sign-ups, installs or paying customers you would have had anyway, without the posts. A post's effect is what came on top of it.
- Extra paying customers
- The paying customers above your normal level that followed a creator's posts. This is what WhichPost credits to each creator, with a range.
- Range
- The span the true result likely falls in, for example 31 to 49 paying customers. A narrow range means more certainty; a range that includes zero means no clear effect.
- No clear effect
- A result whose range includes zero: the posts may have done nothing, or the volume was too low to tell. Not a reason to pay more.
- CPM (cost per 1,000 views)
- Paying a creator a fixed amount for every 1,000 views a post gets. Common in clipping campaigns; cost follows reach, not results.
- Flat fee
- A fixed price per post or per package, agreed before posting. Predictable cost; the risk that a post flops is yours.
- Cost per paying customer
- What you paid a creator divided by the paying customers their posts brought. Shown as a range when the customer count has one.
- Cost limit
- The most you're willing to pay for one paying customer, worked out from what a customer is worth over your payback window.
- Promo code
- A discount code per creator. Each redemption is a customer that creator certainly brought, but buyers who don't type it are missed.
- Tracking link
- A link per creator that records clicks and the sales that follow them. Misses viewers who search for you instead of tapping.
- Buyers who never click
- People who watch a post, then search for you, install or buy later without a link or code. Usually the largest group from short-video posts, and invisible to link reports.
- Clipping campaign
- A campaign that pays many clippers to cut and post short videos about a product, usually per 1,000 views.
- UGC (user-generated content)
- Videos made by creators in a natural, customer-like style, posted on their own accounts or handed to the brand to post or run as ads.
- Bought views
- Views delivered by a paid service rather than real viewers. They raise view counts, and pay-per-view payouts, without bringing customers.
- Engagement per 1,000 views
- Likes or comments a post gets for every 1,000 views. Far below the typical range can be a sign of bought views.
- Trial-to-paid rate
- The share of free trials that become paying subscriptions. Lets a subscription app read a creator's likely paying subscribers before the trials end, as a range.
- Payback window
- How long you're willing to wait for a customer's revenue to cover what you paid to get them. A shorter window means a lower cost limit.
- Rebook, test again, pause
- The three calls on a creator: rebook when the whole cost range is under your limit, pause when it's all over, test again when it straddles the limit or there's no clear effect yet.
See what your own creators brought
Connect your revenue read-only and add the posts you paid for, or look through a sample report first. Every result comes with its range.