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Rokt glossary

Review definitions for common ecommerce, marketing, and Rokt-specific terms.


Ad rank

An indicator for the average position where a creative appears in the Rokt placement.


Companies that create campaigns and drive customer acquisition using Rokt Ads.

Android SDK

A software development kit that enables Rokt advertisers to record in-app conversions, and partners to display in-app placements within native Android applications.

Attribution window

The maximum period of time that may elapse between a campaign event and conversion, in order for the conversion to be attributed to a Rokt campaign.


The segment of customers eligible to see the offers of a campaign, based on targeting criteria such as gender, age, and location.


Bid price

The amount an advertiser is prepared to pay for a referral on the Rokt platform for a particular target audience.

Billing type

The event that causes an advertiser to incur spend on the Rokt platform. The most common billing type is cost per referral, meaning spend is incurred when Rokt generates a referral for the advertiser.


Calendar event

An event that can be pushed to subscribers of a specific calendar. Calendar events have a title, location, description, date/time, time zone, tags, time zone tags, and custom fields.


A collection of offers running across the Rokt partner network or across one’s own site. A campaign typically corresponds to a particular marketing or engagement objective.

Campaign controls

A way for partners to select the types of campaigns that should show on their site, including eligible campaign strategies and objectives.

Campaign objective

The intended outcome of a positive interaction with a campaign. Common objectives include: visiting a website, installing an application, or signing up to an email list.

Campaign strategy

Where the offers of a campaign can show: on one’s own site or on third-party sites from the Rokt partner network.

Conversion attribution

The process of associating campaign events to advertiser conversions.

Cost per acquisition (CPA)

The amount an advertiser pays for each customer that converts as a result of viewing an offer.

Cost per referral (CPR)

The amount an advertiser pays for each customer that positively engages with an offer.


A promotion code provided to a customer as part of an offer.


The content of an offer as displayed in the Rokt placement. A creative is made up of text, images, and calls to action that provide customers with a clear understanding of the offer and what they are consenting to by opting in.

Creative Experiments

A tool used by partners to test different page variants and customer experiences.


Embedded placement

A placement associated to an HTML element on a partner's site that renders natively as a part of the page.

Engagement rate

The percentage of customers that engaged either positively or negatively with an offer.

Flutter SDK

A software development kit that enables Rokt advertisers to record in-app conversions, and partners to display in-app placements within Flutter applications.


Hashed email address

A hashed email address is a digital identifer that can be used to uniquely recognize a customer online, while maintaining their anonymity. Hashed email address is created by applying a hashing algorithm, like SHA-256 or MD5, to a regular customer email address. The output is a fully anonymized string of characters that ecommerce companies like Rokt can use to identify a customer.



Occurs when a page or an element on the page (e.g., variant, placement, offer) completes loading and is visible to a customer.


A Rokt tool that creates a control group to calculate the number of customers who would have converted even without seeing a Rokt offer. Incrementality can tell you how much incremental lift Rokt brings to your advertising activities.


A software development kit that enables Rokt advertisers to record in-app conversions and partners to display in-app placements within native iOS applications.



Rokt's network of premium publishers (or partners) where third-party offers are displayed.

Marketplace controls

A way for partners to control the types of advertisers (by industry or domain name) that are eligible to show on their site.

Merchant Center

The platform used by Rokt Calendar clients to create and manage their calendars and events, as well as view analytics.

Multipage application

A web application (or website) that unloads each page between navigations and reloads all resources again when arriving on the next page.



Pages or placements that are not part of a typical transaction flow, for example a customer profile or newsletter sign-up confirmation page.

Nurture Journey

A series of email or SMS messages delivered after a customer positively engages with an offer. A Nurture Journey can be used to remind customers of the offer and drive them toward conversion.



The value to the customer as advertised by a creative.

Overlay placement

A placement that displays offers by rendering as a pop-up over a partner's native page content.



Defined by partners to represent different stages of the Transaction Journey. Example page types include upsell, payment, shipping, and confirmation.

Page Experiments

A tool used by advertisers to run controlled A/B tests to compare the performance of different creatives.

Page variant

The combination of placements for a particular page. A page variant could also indicate a version of a page with no placements. Partners can define multiple page variants, and Rokt can select best page variant for each customer to maximize the partner’s objectives.


Ecommerce companies that use Rokt Ecommerce on their sites or apps to display third-party offers or drive customer engagement. Partners also refer to companies that use Rokt Calendar to engage customers with calendar marketing.

Personally identifiable information (PII)

Data points that can be used to identify a customer. Examples include customer name, email, or phone number.


Where offers are displayed on a partner's page. The most common placement types are overlay and embedded.


The order in which offers are displayed within a placement. Each placement can have one or more positions, as defined by the partner.

Pricing strategy

The strategy that a campaign uses to bid for placement during an auction. Rokt offers two pricing strategies: manual and Smart Bidding.


Quality Score

Rokt’s rating of the relevance and expected value of a campaign to a partner. Quality Score is a combination of maximum bid price and expected engagement rate, and determines the winner of the auction.


React Native SDK

A software development kit that enables Rokt advertisers to record in-app conversions, and partners to display in-app placements within React Native applications.


A positive outcome of a customer's interaction with an offer. For example, the customer opts in to subscribing to an email list, downloading a mobile app, or being directed to a website.

Rokt Ads

A product that advertisers can leverage to run acquisition campaigns across Rokt’s exclusive network of premium partners.

Rokt Calendar

A product that allows partners to create calendars and provide subscribers with reminders and advertising through calendar events.

Rokt Ecommerce

A product that partners can use to generate additional revenue by showing third-party acquisition offers. Rokt Ecommerce also offers the ability for partners to run internal campaigns to drive customer engagement.

Rokt Ecommerce Shopify application

Rokt’s Shopify application that allows Shopify store owners to become Rokt partners and monetize their confirmation page by showing Rokt placements.

Rokt Tracking ID

A unique identifier that can be used for conversion attribution in place of email or phone number. The Rokt Tracking ID is generated when a customer accepts an offer; the advertiser can then provide the tracking ID to Rokt when a customer converts to close the attribution loop.


Single page application

A web application (or website) that dynamically rewrites a single web page to facilitate page transitions.

Smart Bidding

A machine learning tool that adjusts bid prices based on an individual customer’s predicted conversion rate, order value, or incremental conversion rate.

SmartCal page

A web page where customers can subscribe to an instance of Rokt Calendar. A advertiser can provide customers with the link to the SmartCal page or embed the page on their website.


A customer who subscribes to an instance of Rokt Calendar.



The outcome of a Transaction Journey. For most ecommerce sites, the transaction is a purchase, but it depends on the product or service provided by the partner.

Transaction Journey

A predetermined sequence of customer interactions on a partner's website or application that take place throughout one experience or during a given time frame.


Value per transaction (VPT)

The value Rokt adds to a partner's transaction, taking into account ancillary revenue, average order value, and customer lifetime value.


A way of categorizing similar companies based on industry or service provided. Verticals are used by partners to control what types of offers are eligible to be displayed, and by advertisers to specify what types of partner sites their creatives should display on.



Rokt's suite of tools for integrating on a partner's site. Also used by advertisers for conversion attribution.

WebView SDK

An addition to the Rokt Web SDK that allows Rokt-related traffic links to be handled correctly inside hybrid mobile web applications.