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.