By Robert Urban – Executive Marketing Consultant, Marine, PhD. 6 Time Best-Selling Author
I like to think I am not your average digital marketer. I’m a former Marine, a writer with ten books under my belt—six of them Amazon and national bestsellers—and for one surreal day, I even held the top spot in the world for comedy on Amazon. I lead a very successful digital marketing agency, have sold artwork I painted, earned a PhD from an Ivy League school, and I’m also a Master Mason in addition to the titles that really matter- Dad, Husband, Good Friend.
My favorite professional title is as a writer and what matters most to me professionally is this: I believe in clarity, in usefulness, and in writing things people actually want to read—from comedy and heartwarming stories, cerebral posts or even blogs when the topic sounds as thrilling as “affiliate revenue optimization strategies.”
Oh, and fun fact: almost anything I publish on my site PaperBoatMedia.com ends up ranking like crazy on Google. I don’t say that to brag. I say that because I use it. When your words sit on a throne in Google’s search kingdom, you can make them work for you.
That’s where affiliate marketing comes in.
If I love a product, if I actually use it and believe in it, I’ll write about it. Sometimes I trade for gear. Sometimes I make cash. Either way, it becomes a passive income stream that runs quietly in the background like an old truck you forgot was still running—just making money while I do literally anything else.
And if you want in on that kind of passive magic, you need to speak the lingo. So here it is—affiliate marketing terms explained without corporate nonsense, digital fluff, or terms that sound like they were invented during a brainstorming session in hell.
1. EPC – Earnings Per Click
Translation: Are your clicks just sightseeing, or are they paying rent?
This is your “money-per-click” scorecard. Revenue ÷ Clicks. If you’re pulling 1,000 clicks and making enough to buy one lukewarm hot dog from a gas station roller, we need to talk. If you’re doing $2–$3 per click? You’re in business. Like, real business.
2. AOV – Average Order Value
Translation: How much does the average customer spend the first time they swipe the card?
This one’s crucial. Affiliates use it to decide if they want to promote your stuff. Sellers use it to figure out how much they can spend to get new customers without needing therapy. More cheddar per order = more breathing room.
3. LTV – Lifetime Value
Translation: How long will they keep handing you money before they ghost you?
AOV × Orders per year × How long they stay. If you’re playing the long game, this is the number that lets you give away freebies up front and still win later. Think long-term loyalty. Think subscription boxes. Think high-margin recurring sales while you’re on vacation.
4. CPA – Cost Per Action
Translation: You sold it, you get paid. Flat fee. Done.
CPA is like the direct-deposit version of affiliate commission. No percentages, no math headaches, just “Here’s $70, thanks for the customer.” For media buyers, this is the holy grail. For everyone else, it’s just nice to know you’re not guessing what you’ll make.
5. CTR – Clickthrough Rate
Translation: Did anyone actually click the damn button?
Good CTR means your ad copy didn’t suck. Bad CTR means you’re either invisible or you’re trying too hard. This is the percentage of visitors who saw your thing and were intrigued enough to go deeper. Like dating, but without the awkward small talk.
6. Conversion Rate
Translation: They clicked. Did they buy?
1–3% is normal. More than that? Congratulations—you’re either a genius or your Aunt Marge is clicking “buy now” over and over. Either way, don’t fix what’s working.
7. ROAS – Return on Ad Spend
Translation: Did your ad campaign pay off, or just drain your soul?
$100 ad spend brings back $500 in revenue? That’s a 5x ROAS, baby. Time to high-five yourself. Under 1x? Time to rewrite the ad, fire the intern, and maybe drink something brown and barrel-aged.
8. PPC – Pay Per Click
Translation: Every click costs you—but if your funnel’s tight, you’ll smile while paying.
PPC is the arena where rookies go broke fast. Google Ads will gladly eat your lunch if you don’t know your EPC, AOV, and ROAS. It’s not about playing safe—it’s about playing smart. Learn fast or lose faster.
9. Tracking Links
Translation: The bloodhounds of your business.
These little coded URLs let you know who clicked, where they came from, and whether they made you money or just showed up, looked around, and bounced. Without these? You’re blindfolded in traffic with no GPS.
10. OTO – One-Time Offer
Translation: “Hey… since your wallet’s open already…”
Upsells right after purchase are gold. It’s like a bartender saying, “Want a shot with that beer?” Only smarter. If you’re not offering a one-click upsell, you’re missing out on the easiest money you’ll ever make.
11. Landing Page
Translation: Where the action happens.
This is not your homepage. It’s not your blog. It’s the one page that has one job: convert a visitor into a customer. No distractions. No menus. No sad, slow-loading carousels. One goal. Nail it or fail it.
12. Sales Letter (TSL/VSL)
Translation: Your digital pitch—text or video—that convinces people to give a damn.
Think of this as your one-shot, no-chaser sales moment. You’ve got their attention. Now earn their money. Great copy turns browsers into buyers. Bad copy turns opportunity into crickets.
From the Real Urban Dictionary:
Affiliate marketing isn’t magic. It’s math. It’s hustle. And yeah, a little bit of storytelling, too.
I believe in passive income—not because it’s trendy, but because I’ve watched it work. Whether I’m recommending my favorite gear, bartering for services, or casually stacking cash through affiliate links on a website that dominates Google’s rankings like a caffeinated octopus, it all adds up.
If you’re ready to stop dabbling and start earning, learn these terms, use them smartly, and maybe—just maybe—you’ll build something that pays you while you sleep.
I’m genuinely rooting for your success. I believe wealth—when built with intention and integrity—can be one of the greatest equalizers. It amplifies your character, expands your options, and gives you the power to do more good in the world.
So start smart. Stay curious. Take action. And if you ever need a little clarity, a push in the right direction, or a reminder that this stuff is possible—I’m here.
– Rob Urban
Executive Marketing Consultant | Writer | Still Learning