Amount paid per valid click attributed to a creator. Formula: total campaign cost ÷ number of valid clicks. Example: €1,000 spend and 500 valid clicks = €2 CPC. Guide: [CPC in campaigns](/blog/cpc-campanhas-criadores-guia).

A click that meets all campaign rules and anti-fraud mechanisms. At Pharoll, that means: active campaign; legitimate origin; no fraudulent patterns; IP cooldown respected. Not every recorded click is valid. See [anti-fraud](/blog/qualidade-trafego-creator-marketing).

CTR (click-through rate)

Percentage of users who click a link or call-to-action. Formula: clicks ÷ impressions × 100. A high CTR can signal strong audience interest in the content.

ROAS (return on ad spend)

Revenue generated per euro invested in the campaign. Formula: attributed revenue ÷ ad spend. Example: €10,000 revenue on €2,000 spend = 5x ROAS. Guide: [ROI and ROAS](/blog/roi-creator-marketing-guia-completo).

ROI (return on investment)

Overall return on investment including total costs. Unlike ROAS, ROI includes additional expenses such as tools, team, or content production.

CPA (cost per acquisition)

Average cost to generate a conversion. Conversion may mean a sale, lead, account created, install, or subscription.

CAC (customer acquisition cost)

Average cost to acquire a new customer. One of the most important metrics for SaaS, fintech, and digital platforms.

Estimated revenue a customer will generate over their relationship with the company. High-LTV businesses can support higher acquisition costs.

Real cost per click after excluding invalid traffic and applying audit rules. Gives a more accurate view of campaign efficiency.

Percentage of clicks rejected by anti-fraud mechanisms. Formula: invalid clicks ÷ total clicks × 100. Abnormally high rates may indicate traffic or incentive issues. Pillar: [CPC fraud](/blog/fraude-campanhas-cpc-trafego-invalido).

Process of identifying which channel, creator, or campaign influenced a conversion. Without proper attribution, rigorous ROI measurement is impossible.

Parameters added to URLs to identify source, campaign, and channel. Example: `https://www.pharoll.com?utm_source=creator&utm_campaign=summer_launch`. See [tracking and UTMs](/blog/tracking-links-criadores-utm).

Unique URL per creator to measure traffic, clicks, and conversions. Identifies exactly who drove each result. On Pharoll, each creator gets a `/r/code` link with redirect and channel parameters.

Data collected directly by the company through its own digital assets. Generally more reliable and strategic than third-party data.

Analytical method that groups users with similar behavior over time. Often used to analyze retention and acquisition quality.

Measures how many users remain active 7 or 30 days after acquisition. For app campaigns, these metrics are often more important than initial install count.

Document defining all campaign parameters: objectives, KPIs, budget, formats, allowed messaging, legal rules, and calendar. Weak briefs tend to produce inconsistent results. [7 questions](/blog/briefing-campanha-7-perguntas).

Time window during which multiple clicks from the same IP are not counted as new valid clicks. Helps reduce self-clicks, spam, artificial traffic, and fraud.

Exportable report for financial analysis, reporting, or BI integration. [Analytics](/blog/analytics-campanhas-criadores).

Message used to prompt a specific action. Examples: “Learn more”, “Try for free”, “Book a demo”.

Action that represents campaign success. Depending on goals, it may be a purchase, install, form submission, or account created.

Attempt to manipulate metrics through artificial or non-genuine clicks. May involve bots, self-clicks, device farms, or incentivized traffic. See [anti-fraud policy](/legal/anti-fraude).

Traffic generated through explicit rewards to click or install. Does not always represent real purchase intent.

Practices to protect brand reputation. Includes careful creator selection, content review, compliance, and ongoing monitoring.

Legal and regulatory requirements for campaigns. May include ad disclosure (#ad), data protection, sector rules, and legal approvals.

Platform connecting brands and creators. Manages creator discovery, campaigns, payments, and reporting. Comparison: [marketplace vs agency](/blog/creator-marketplace-vs-agencia-vs-afiliados).

Percentage charged by the platform for technology and operational infrastructure. [Dedicated article](/blog/taxa-plataforma-campanhas-criadores).

Early-access program for the first brands on a platform. [Brands](/blog/founding-brands-campanhas-piloto).

Program for the first creators in the ecosystem. [Creators](/blog/founding-creators-programa).

What is the difference between ROI and ROAS?

ROAS measures only revenue against ad spend. ROI includes all costs associated with the campaign.

What is a valid click?

A click that meets campaign rules and passes validation and anti-fraud mechanisms.

Why are tracking links important?

They measure conversion origin precisely and attribute results to the right creators.

Because a customer’s true value rarely ends at the first purchase or conversion.

← Back to blog

Industry16/06/2026· 13 min· Pharoll team

B2B and Performance Creator Marketing Glossary: Essential Terms for Brands and Creators

Definitions of CPC, valid click, ROAS, CAC, LTV, attribution, IP cooldown, brand safety, and more—with formulas and links to Pharoll articles.

Creator marketing is no longer just an awareness discipline. Today, brands and creators increasingly work with metrics, attribution, performance, and return on investment.

Yet industry terminology remains fragmented. Concepts like CPC, ROAS, valid click, attribution, or IP cooldown are often used differently across platforms, agencies, and internal teams.

This glossary brings together the main creator marketing, performance, and analytics concepts used at Pharoll and in the industry. The goal is simple: a shared language for brands, creators, and growth teams.

At a glance

Modern creator marketing is metrics-driven—not reach alone.
Clicks, installs, and conversions must be audited and attributed correctly.
Not all clicks carry the same value.
Rigorous measurement is essential to scale campaigns.
Transparency and performance should go hand in hand.

Metrics and performance

CPC (cost per click): Amount paid per valid click attributed to a creator. Formula: total campaign cost ÷ number of valid clicks. Example: €1,000 spend and 500 valid clicks = €2 CPC. Guide: CPC in campaigns.
Valid click: A click that meets all campaign rules and anti-fraud mechanisms. At Pharoll, that means: active campaign; legitimate origin; no fraudulent patterns; IP cooldown respected. Not every recorded click is valid. See anti-fraud.
CTR (click-through rate): Percentage of users who click a link or call-to-action. Formula: clicks ÷ impressions × 100. A high CTR can signal strong audience interest in the content.
ROAS (return on ad spend): Revenue generated per euro invested in the campaign. Formula: attributed revenue ÷ ad spend. Example: €10,000 revenue on €2,000 spend = 5x ROAS. Guide: ROI and ROAS.
ROI (return on investment): Overall return on investment including total costs. Unlike ROAS, ROI includes additional expenses such as tools, team, or content production.
CPA (cost per acquisition): Average cost to generate a conversion. Conversion may mean a sale, lead, account created, install, or subscription.
CAC (customer acquisition cost): Average cost to acquire a new customer. One of the most important metrics for SaaS, fintech, and digital platforms.
LTV (lifetime value): Estimated revenue a customer will generate over their relationship with the company. High-LTV businesses can support higher acquisition costs.
Effective CPC: Real cost per click after excluding invalid traffic and applying audit rules. Gives a more accurate view of campaign efficiency.
Invalid rate: Percentage of clicks rejected by anti-fraud mechanisms. Formula: invalid clicks ÷ total clicks × 100. Abnormally high rates may indicate traffic or incentive issues. Pillar: CPC fraud.

Analytics and attribution

Attribution: Process of identifying which channel, creator, or campaign influenced a conversion. Without proper attribution, rigorous ROI measurement is impossible.
UTM: Parameters added to URLs to identify source, campaign, and channel. Example: https://www.pharoll.com?utm_source=creator&utm_campaign=summer_launch. See tracking and UTMs.
Tracking link: Unique URL per creator to measure traffic, clicks, and conversions. Identifies exactly who drove each result. On Pharoll, each creator gets a /r/code link with redirect and channel parameters.
First-party data: Data collected directly by the company through its own digital assets. Generally more reliable and strategic than third-party data.
Cohort analysis: Analytical method that groups users with similar behavior over time. Often used to analyze retention and acquisition quality.
D7 and D30 retention: Measures how many users remain active 7 or 30 days after acquisition. For app campaigns, these metrics are often more important than initial install count.

Campaign and operations

Campaign brief: Document defining all campaign parameters: objectives, KPIs, budget, formats, allowed messaging, legal rules, and calendar. Weak briefs tend to produce inconsistent results. 7 questions.
IP cooldown: Time window during which multiple clicks from the same IP are not counted as new valid clicks. Helps reduce self-clicks, spam, artificial traffic, and fraud.
CSV export: Exportable report for financial analysis, reporting, or BI integration. Analytics.
Call-to-action (CTA): Message used to prompt a specific action. Examples: “Learn more”, “Try for free”, “Book a demo”.
Conversion: Action that represents campaign success. Depending on goals, it may be a purchase, install, form submission, or account created.

Anti-fraud and brand safety

Click fraud: Attempt to manipulate metrics through artificial or non-genuine clicks. May involve bots, self-clicks, device farms, or incentivized traffic. See anti-fraud policy.
Incentivized traffic: Traffic generated through explicit rewards to click or install. Does not always represent real purchase intent.
Brand safety: Practices to protect brand reputation. Includes careful creator selection, content review, compliance, and ongoing monitoring.
Compliance: Legal and regulatory requirements for campaigns. May include ad disclosure (#ad), data protection, sector rules, and legal approvals.

Models and platform

Creator marketplace: Platform connecting brands and creators. Manages creator discovery, campaigns, payments, and reporting. Comparison: marketplace vs agency.
Measurable creator marketing: Approach treating creator marketing as a performance channel. Focus shifts from reach alone to metrics, attribution, ROI, and continuous optimization. Pharoll manifesto.
Platform fee: Percentage charged by the platform for technology and operational infrastructure. Dedicated article.
Founding Brands: Early-access program for the first brands on a platform. Brands.
Founding Creators: Program for the first creators in the ecosystem. Creators.

FAQ

What is the difference between ROI and ROAS?: ROAS measures only revenue against ad spend. ROI includes all costs associated with the campaign.
What is a valid click?: A click that meets campaign rules and passes validation and anti-fraud mechanisms.
Why are tracking links important?: They measure conversion origin precisely and attribute results to the right creators.
Why measure LTV?: Because a customer’s true value rarely ends at the first purchase or conversion.

As creator marketing evolves into a performance discipline, understanding industry terminology becomes essential.

Brands and creators who share the same language make better decisions, measure results more rigorously, and build more transparent, sustainable relationships. At Pharoll we believe creator marketing should be measurable, transparent, and oriented to real outcomes.

Full hub: Creator marketing guide · Resources: /resources.