Affiliate link
What an affiliate link is, how the tracking parameter works, and why disclosure rules apply when one is published.
Glossary
Glossary
Plain-language definitions of the affiliate, partnership, channel and cross-border trade terms used across Great Partners.
Affiliate network
What an affiliate network is, how it sits between merchants and affiliates, and why most programmes run through one rather than in-house.
Affiliate programme
What an affiliate programme is, how commission structures and terms are set, and the difference between running one in-house and through a network.
Attribution window
What an attribution window is, how it differs from a cookie window, and why the two terms get used almost interchangeably in practice.
Cashback
What cashback affiliate sites are, how they're paid, and why merchants scrutinise their incrementality more than most partner types.
Channel conflict
What channel conflict is, the common forms it takes between resellers, distributors and vendors, and how deal registration reduces it.
Co-marketing
What co-marketing is, how it differs from a joint venture, and the shared audience logic behind why two companies do it.
Conversion tracking
What conversion tracking means in affiliate and partner marketing, the two main technical methods, and why accuracy directly affects payouts.
Cookie window
What a cookie window is, typical lengths across European affiliate programmes, and why last-click rules make its length matter.
CPA (cost per action)
What CPA means in affiliate and partner marketing, how a flat-fee commission model works, and where it's typically used.
CPS (cost per sale)
What CPS means in affiliate marketing, how percentage-of-sale commission works, and why it's the default model for retail programmes.
DAC7
What DAC7 is in one paragraph: the EU rule requiring digital platforms to collect and report seller data to tax authorities.
Deal registration
What deal registration is in reseller channel programmes, why vendors use it, and what protection it actually gives a reseller.
Deep link
What a deep link is in affiliate marketing, why it converts better than a homepage link, and how deep-link generator tools work.
Distribution agreement
What a distribution agreement is, exclusive versus non-exclusive terms, and the key clauses these contracts typically cover.
Drop-shipping
What drop-shipping is, how the order flow works between retailer, supplier and customer, and where the cross-border VAT and Incoterms complications sit.
EORI number
What an EORI number is, who needs one, and why it's required before goods can clear customs anywhere in the EU.
EPC (earnings per click)
What EPC means in affiliate marketing, how it's calculated, and why it's used to compare programmes rather than judge a single affiliate's traffic.
Franchising
What franchising is, how franchise fees and royalties typically work, and how it differs from a distribution agreement.
Fulfilment
What order fulfilment means, the main outsourcing models available, and how choosing a fulfilment partner affects cross-border delivery times.
Incoterms
What Incoterms are, who publishes them, and how terms like EXW, FOB and DDP divide shipping cost and risk between buyer and seller.
Incrementality
What incrementality means in affiliate and partner marketing, how it's tested, and why it challenges last-click attribution.
IOSS (Import One Stop Shop)
What the EU's IOSS scheme is, the €150 threshold it applies below, and how it lets sellers charge VAT at checkout instead of at the border.
Joint venture
What a joint venture is, how it differs from a strategic alliance, and why it's a common way to enter a new market.
Last-click attribution
What last-click attribution means, why it's the affiliate industry default, and the main criticism levelled at it.
Market development funds (MDF)
What MDF is, how vendors allocate it to channel partners, and the claims process that typically comes with it.
OSS (One Stop Shop)
What the EU's OSS VAT scheme is, who it applies to, and how it replaces registering for VAT in every EU country you sell into.
Partner portal
What a partner portal is, the resources it typically gives resellers and affiliates self-service access to, and why it reduces vendor support load.
Payment threshold
What a payment threshold is in affiliate and referral programmes, typical minimums, and why unclaimed balances matter to smaller affiliates.
PRM (partner relationship management)
What PRM software does, how it differs from a CRM, and the core features most PRM platforms share.
Recurring commission
What recurring commission means for SaaS affiliate programmes, how long payouts typically run, and what usually ends them.
Referral programme
What a referral programme is, how it differs from an affiliate programme, and why the reward is usually two-sided.
Revenue share
What revenue share means in partner and affiliate deals, how it differs from a one-off CPS commission, and where it's most common.
Reverse charge
What the VAT reverse charge mechanism is, when it applies to cross-border B2B sales in the EU, and why the seller charges no VAT.
S2S postback
What server-to-server postback tracking is, why it doesn't rely on browser cookies, and where it's replacing cookie-based tracking.
Strategic alliance
What a strategic alliance is, how it differs from a joint venture, and the typical scope of these agreements.
Sub-ID
What a sub-ID is in affiliate tracking, how it's used to break performance down by placement or campaign, and typical formats.
Super-affiliate
What a super-affiliate is, why programmes negotiate custom terms with them, and the risk of relying on one for a large share of sales.
Value-added reseller (VAR)
What a value-added reseller is, how it differs from a straight distributor, and typical margin structures in the model.
White-label
What white-label means, how it differs from private label, and why it's common in software and financial services partnerships.