Voluum Documentation

Voluum Glossary


Access Key

An access key is required to use the Voluum API without using your password at the same time. You need it to get an access token used in an api-token HTTP header with every request you make to the Voluum API. You can easily generate the access key in the Voluum platform.

Account Owner


A user who has full control over the account. Account Owner has all possible permissions to Voluum settings, can perform any actions in the account, and makes decisions about all other users collaborating on the owner account. This user had originally registered an account in Voluum.

Ad exchange

An ad exchange is a platform where publishers and advertisers meet and trade network traffic using Real-Time-Bidding or other programmatic techniques. Ad Exchanges are typical traffic sources for your campaign. Each ad exchange has its own requirements regarding verticals, creatives, and types of campaigns that can be run. An example of the ad exchange is Zeropark.

Ad server

By and large, a server where advertisements are stored, managed, and delivered to you as a website end user. It might also provide a reporting module to check how the advertisements perform.



A person with an administrative role in the account. Admin’s permissions are as follows:

  • Specifying Workspaces

  • Assigning users (Workers and other Admins) to Workspaces

  • Getting unlimited access to statistics


An advertiser is any person that wants to promote an offer. An advertiser has following prerequisites prior to promoting an offer: a traffic source with a pre-approved campaign, a valid standalone offer or from an affiliate network and optionally a tracking software for campaign optimization and a landing page. Usually a Voluum user is the advertiser.

Affiliate network

An affiliate network is a platform where offer owners and people who want to promote their offers meet. Affiliate networks aggregate multiple offers. In Voluum, the affiliate network element can also be used as a way of grouping different offers by given criteria, like verticals or creatives used.

Bid / Bidding

A bid is an amount of money that an advertiser is willing to pay for a single action. Both Zeropark and Voluum DSP use second price auction model, meaning that the highest bidder pays the second highest bid plus 1 cent.

Bid floor

A campaign bid that is below the minimum CPM set by an ad exchange to bid on their traffic.

Bulk Actions / Bulk Import

The Bulk Import feature enables you to add many offers and landers or to modify many offers, landers and campaigns at once. In a few seconds you can work on 250 entities and upload them to Voluum. Easy, time-saving, and efficient.

Call-To-Action (CTA)

A call-to action is any link or button that enables user to fire up an action - usually a redirection from a lander to an offer. Call-to action link / button on a landing page should contain click URL to track a user using Voluum's click ID token.


Campaign is an element in Voluum that incorporates other elements to create a campaign funnel. Creating a campaign funnel requires adding and configuring different elements, such as: offers, landers, flows, traffic sources or affiliate networks. Some components are optional and not required for running the campaign.

Campaign URL

Each campaign in Voluum provides a unique campaign URL link that has to be pasted on your traffic source's side. The campaign URL redirects a user from an ad to a landing page or directly to the offer through Voluum. It uses traffic source's specific tokens to pass information about user's visit. This information can be used for reporting and optimizing your campaign's performance.

Campaign's elements

Basic items in Voluum that you create to run a campaign funnel successfully. In Voluum you can find the following campaign’s elements:

  • Campaign

  • Offer

  • Lander

  • Flow

  • Traffic source

  • Affiliate network

Click ID (clickid)

A click ID is Voluum's specific alphanumerical string of 24 characters that starts with a lowercase and is used to uniquely identifiy user visit.

Click URL / multi-offer click URL

A click URL / multi-offer click URL is a link or set of links provided by Voluum that directs user from a landing page to an offer or offers. It must be pasted into the body section of a landing page HTML.

Collaboration Tools

Collaboration Tools is a place in the Settings view, where you can manage your Workspaces (in the Workspaces tab) and users (in the Multi-Users tab). Workers do not have access to this setting, and Admins cannot edit user's roles.

Conversion cap

With the Conversion Cap feature you are able to restrict a daily number of conversions for a primary offer and then redirect visitors to another one when the limit is exceeded. The automatic redirection of the offers ensures that you do not lose your traffic whenever an affiliate network puts a restriction on the number of conversions allowed per day.

Conversion cost in Voluum

Conversion cost is an amount of money that you pay to to your traffic source for advertising your offer. It is a fraction of your payout: either fixed or percentage fraction. You can send back conversion cost information to the traffic source if it supports it.

Conversion upload

The Conversion Upload feature allows you to upload conversions that occurred but weren't registered by Voluum. You need to provide a click ID with an optional payout, transaction ID and conversion type parameters. This feature can be also used to correct any payout discrepancies between an affiliate network and Voluum.


They are small text files stored locally by a website or ad server. By storing certain information in a cookie, those web browsers or ad servers are able to remember your preferences and recognize websites visited and / or web browser used from one visit to another. To learn more about cookies and how to disable them, visit http://www.allaboutcookies.org.

Cost models

There are different cost models used to settle accounts with a traffic source. These are Cost-per-mille (CPM), Cost-per-action (CPA), Cost-per-click (CPC), Revshare and an Auto option. 

Custom Conversion

The Custom Conversions feature enables you to define multiple conversion types, so that you can differentiate between them and drill down the conversion report to see, for example, which part of traffic converts most often or which users are most likely to generate additional income from upsells.

Custom variable

Custom variables are special parameters that allow you to pass any arguments from a traffic source further. If you have added a traffic source component in Voluum from a template, custom variables are already configured according to traffic source's requirements. If you have added a custom traffic source component, you must properly configure custom variables according to he traffic source's requirements.


The party who submits an application (on the registration page: https://panel.voluum.com/register/ ) and uses the Voluum platform.


The dashboard tab in Voluum gives you a quick overview of your campaign's performance. Elements displayed in this tab cannot be modified or edited. For more detailed analysis you need to create a report.

Dedicated Domain

Dedicated Domain is a top-level unique domain assigned to your account. Every user has a different domain assigned, thus the domain is not shared with other Voluum users.

Demand-Side Platform (DSP)

Demand-side platforms aggregate traffic from multiple ad exchanges. They incorporate internal bidding to determine which advertiser wins an auction among other DSP users and can take part in an auction on ad exchanges' side. An example of the demand-side platform is Voluum DSP.

Direct tracking

Direct tracking is a tracking method that allows to track user generated events without redirecting through a tracking software.

Direct Tracking Pixel

Direct Tracking Pixel is a feature in Voluum that enables you to track visits, clicks, or conversions for campaigns without the initial redirect. It is applicable when you have landing pages in campaign funnels. Moreover, it allows to track organic as well as paid traffic coming to your landing page.

Do Not Track (DNT)

This is an option of the web browser that sends a request to a web application to disable tracking of an individual user.

Domain name

It is a character string that helps you to easily go to a website without the necessity of remembering IP addresses. A domain name must be unique for all domain names available on the Internet. It allows you to navigate to a website and discover an online advertisement.

Drill-down report

A drill down report is a specific type of report that allows you to dig into up to six levels of data sets. It narrows down displayed data according to selected criteria. 

Dynamic call-outs

With dynamic call-outs you can display Voluum parameters on a landing page that are specific for the user

End user (visitor)

This is a user of an Internet connected device, such as a visitor to a website, a user of a mobile app, or a user of an IoT device, or a visitor on an advertisement, landing page, or campaign.


An event is a specific user statistic recorded for an active Voluum campaign. There are different types of events: an impression (when an ad is viewed by the user), a visit (when the user goes to a landing page), a click (when the user goes to an offer) and a conversion (when the user buys an offer). Note that when direct-linking is used and the user goes directly to an offer, such event is classified as a visit. Voluum's pricing plans include different limits of billed events, that can be tracked without additional charges. Impressions are not billed by Voluum, meaning that they do not deplete your pricing plan's limit. Events that surpass the limit are called overages events and they are charged separately.

Event log

The Event Log feature allows you to track retrospectively different actions performed in Voluum by you or other account users within a specific time range.

Event Log: Taking a Look at Actions and Entries

External ID

An external ID is a unique string of characters that traffic sources use to identify user visit. After initial redirect through a campaign URL, the external ID is matched with Voluum's specific click ID. If you want to pass information about conversion back to your traffic source via a postback URL, you must use the external ID.


A flow is a predefined component that is used to retarget traffic to different destinations for multiple campaigns. It may contain rule-based paths or a direct linking to an offer. Note that this does not affect traffic targeting criteria set in the traffic source's setup.

Geographic location

This is a piece of information where you are located based on an IP address. Precisely, this is a location of your device that is connected to the Internet and based on that we are able to define a country, region, city, and Internet Service Provider (ISP) your device is connected to.


A grouping is a main way to build your report. The grouping option allows you to view up to three categories of data, aggregated by chosen characteristic.

HTTP request header

The request header of HyperText Transfer Protocol. The HTTP protocol is used all around the world. Almost all content that shows up in the browser you see is transmitted to your computer (or other device connected to the Internet) over HTTP. For example, when you opened this policy in the browser, many HTTP requests have been sent. Each request contains an HTTP header in which there is information about the browser you use, the requested page, the server and much more.

HTTP request parameters

The request parameters of HyperText Transfer Protocol are additional pieces of information transmitted from one device to the other that you might see in the address bar of your browser. They are in the form of name=value pairs separated from the URL by a ?. There might be more than one name=value pair, where each of them are separated by an &.

Impression / Impression tracking

Tracking impressions (i.e. displaying an ad to a user) requires an additional configuration in traffic source component setup. The impression tracking toggle has to be turned on and an impression pixel from the campaign component setup has to be copied and pasted in your traffic source's setup. Note that you traffic source has to support impression pixels.

Initial Workspace

It is the first Private Workspace that Voluum automatically creates for you and where all campaigns will be assigned to during the update process. This Workspace is created by default to make you more familiar with the Workspaces concept. All the previously invited associates, that during the update will become Workers, will be assigned to this Workspace.


Voluum Tracker is integrated with Voluum DSP and Zeropark ad exchange. Integrations allows you to manage and optimize your campaigns from within one platform and track Voluum DSP campaigns and Zeropark events for free. Zeropark integration has to be manually processed.

IP address

An Internet Protocol (IP) address is a set of numbers that each device has assigned to connect with other device over the Internet network. The IP address allows addressing and delivering the information to the right receiver. Every time a piece of information is sent, a device needs to communicate with other devices in a computer network to be able to deliver the message. Sending information in that context means every kind of activity such as surfing, exchanging emails, or downloading an application. The IP address is used to identify the device to which the message is supposed to be sent and find the best way to deliver it.

IP/UA Filtering

The IP/UA Filtering feature allows you to blacklist IP / IP ranges and user agent values to exclude them from incoming traffic. You can add up to 50 rules per account.

IP / UA Filtering: Applying a Filtering Rule

Landing page / Lander (LP)

A landing page, also referred to as lander, pre-sales page, pre-lander, or CTA page, is an externally hosted, publicly accessible web page that contains CTA link / button to an offer or offers. In order to properly track traffic coming towards the landing page, a lander component has to be set up in Voluum.


An offer is anything that an advertiser wants to promote. In Voluum, an offer is a basic component that is an endpoint for user traffic. Traffic can be sent directly to the offer from the ad or through a landing page.

Optimization Calculator

An optimization is any technique or set of techniques that will result in increasing your campaigns performance and overall revenue. The Optimization Calculator in Voluum is a feature that uses a statistical approach to enable you to make informed decisions about adjusting and tweaking your campaign's settings.

Overage event

An overage event is an event that has surpassed Voluum's pricing plan limit for billed events. It is charged separately according to the price in your pricing plan. You can view the number of overage events at any time in the Billing & Subscriptions tab in the Settings panel.


A parameter describes types of information passed by tokens in an campaign URL. The parameter has to be properly recognized by target entity, like a landing page or an offer to read information in tokens. For example, in Vollum, the cid parameter is used to pass the {clickid} token containing the click ID.


A path is used to retarget traffic inside one campaign or be a part of the Flow component. The path can use rules or direct URL to guide traffic to a given destination.


A payout is the amount of money which an affiliate network or an offer owner pays you after a successful conversion. To properly track payouts in Voluum, you have to use a dynamic payout token for an or enter a fixed value.

Personal Information / Personal data

Any information relating to an identified or identifiable person as defined in article 4.1 of GDPR.

Pixel Redirect

Pixel redirect is used when you want to fire client-side conversion back to a traffic source that does not support a postback URL.

Postback URL / Secure Postback URL

A Server-to-Server (S2S) Postback URL is the safest way to properly deliver an offer conversion information back to an associated campaign in Voluum. It is a special URL that uses tokens to pass information on conversion and other information to Voluum. An affiliate network has to support S2S Postback URL option. If it does not, a pixel redirect can be used instead.

Pricing plan

Voluum has different pricing plans available to match exactly your needs regarding a limit of events tracked without overage charges, number of custom domains available and level of technical support. You can use an embedded calculator on the Voluum pricing plan webpage to estimate which plan suits you best. You can upgrade or downgrade your plan at any given time (downgrade will be processed at the end of your current billing cycle).

Private campaign element

The campaign's element that is accessible only within one Workspace. The element cannot be shared with other people who are not assigned to that particular Workspace. 

The element that is never shared with members of other Workspaces is campaign. All campaign-related statistics are available only by users who can gain access to the Workspace.

Private Workspace

The isolated area where only assigned Workers, Admins and Account Owner have access to. 


Any operation or set of operations which is performed upon personal data, whether or not by automatic means, such as collection, recording, organization, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, blocking, erasure or destruction (process, processes and processed shall have the same meaning).

Public campaign element

The campaign's element that is accessible for all account users.

  • Only the Account Owner and Admin(s) can create and modify the public campaign's elements

  • Campaigns and their related reports can be only accessed by the Admins, the Account Owner, and Worker(s) assigned to the Workspace which the campaign belongs to.

Public Workspace

Public Workspace is an area shared by all users, collaborating on one account. There is only one Public Workspace available for each account and it cannot be deleted. All users can use campaign elements in this area, but only Admin(s) and Account Owner can create and modify elements in that Workspace.

Real-time bidding

Voluum customers who gain access to the Voluum DSP area are able to bid in real time to get the opportunity of showing an online advertisement offered by a certain ad exchange. The winner of the auction is treated as the best candidate from the Voluum DSP side to be able to display the advertisement on a website.

Real-Time routing API (RRAPI)

The Real-Time Routing API is a feature that allows to direct traffic to a specified endpoint and bypass Voluum's traffic retargeting component. This feature is included only in some pricing plans.

Redirect tracking

Redirect tracking is a tracking method that redirects visitors that have clicked an ad through a tracking software to record their visit. Then the user is redirected again to a lander or to an offer.

Referral program

Voluum's Referral Program is a way to promote Voluum to new users that is beneficial for the referrer. Each new user registered via your referral registration link is associated with your account. You will receive a lifetime monthly 7% commission from all your paying referrals. This includes their base fees and overage charges.

Referrer domain

In simple words, this is the address of a website that led you, as a visitor, to another page.


A report gives you an insight into your campaign's performance. You can create reports for specific time ranges, group up to 3 types of data for comparison or create more detailed drill-down report for selected data, add your custom reports to bookmarks so they are accessible every time you sign in into Voluum and many others. Reporting is the key functionality of Voluum.

Request time

This is the time when a query to the Voluum database is sent. Every time when you click an advertisement, the query request is made, so the Voluum platform is able to store the information about the visit.


A strategy of online targeted advertising when information is gathered to address visitor’s preferences based on their previous actions / choices. When you, as a visitor, go to one sort of websites, for example because you are looking for a pair of glasses, then the advertisement is displayed in front of you with glasses that you might possibly like.


A user's role determines which elements will be accessible after signing in. Each role has a predefined set of permissions. You need to have a user role assigned. Otherwise, you would not be able to sign in to Voluum. There are three roles defined: Account Owner, Admin, Worker.

Role assignment

The role assignment determines the type of access to the Voluum platform. It can be set only by an Account Owner. The assignment can be changed at any time, according to the current needs.


A rule is a predefined logical set of criteria applicable for retargeting traffic to different destinations. The rule can incorporate many inclusive or exclusive conditions, and when all conditions in the rule are met, the traffic is directed towards selected lander(s) or offer(s). If not, the traffic goes to the next rule in order or to the default path.

Second-price auction model

In real-time bidding (RTB), the second-price auction model potentially enables a winner to pay a little less than their original proposed price. Instead of paying the full price, the winning bidder always pays the price offered by the second-highest bidder plus $0.01.


A token is used to pass a dynamic information in a redirection link or a postback URL. Tokens are described by parameters. Each entity, such as traffic source or affiliate network, use specific tokens. Available Voluum tokens are always displayed when you are building a redirection link.

Tracking domains

Tracking domains are used to pass traffic through Voluum to properly track events. Voluum tracking domains are placed in campaign URLs, click URLs and tracking pixel URLs and are set up in Voluum settings. Voluum offers you different tracking domains and also allows you to use your own custom domains for tracking purposes. 

Dedicated Domain, Redirect Domain, Legacy Domains, and Custom Domains

Traffic Distribution AI / Traffic Distribution AI +

Traffic Distribution AI is a feature that incorporates machine learning algorithms to automatically optimize a distribution of traffic coming towards offers. Traffic distribution AI + augments its functionality by adding automatic optimization of landers, offers and landers separately or combined in pairs. It uses 24 hour data sets of registered conversions to find the best weight values for the slected elements.

Traffic source (TS)

A traffic source is any entity that generates user traffic you can use in your campaign funnel. This includes publishers, ad networks, ad exchanges, Facebook or Google and Demand-Side Platforms.

Two-factor Authentication

Two-factor authentication is an extra layer of security to protect your account from getting hacked. While authenticating only with a traditional password, your account is vulnerable to attack by other Internet users. In order to enhance security, the two-factor authentication uses the time-based digit code as an additional piece of information while signing in. Within the two-factor authentication, you need to provide both, your password and a code generated on your mobile device. In the Voluum platform you can turn on and use the two-factor authentication sign-in.


The process of switching to the Workspaces feature. The update has to be performed only once per account by an Account Owner.


Any person who is an end-user, can sign in and access Voluum. It can be an Account Owner, Admin, or Worker.

When mentioned, it refers to an everyday Voluum user.

User agent

Information about a device, operating system, web browser is being used to access a website.

Visit Tracking Pixel

Visit Tracking Pixel has been released as Direct Tracking Pixel. Go to the Direct Tracking Pixel glossary entry, to learn more.


A person who can visit digital advertising campaigns on the Internet.

Voluum API

Voluum's API gateway allows you to send request URLs with specific query parameters to perform various actions in different directories in Voluum. Voluum uses REST type of API. The URL must  be authenticated using standard credentials or by an access key.

Win rate (%)

Win rate allows you to evaluate how successful is your bidding by telling you how many auctions are you winning. 

Win rate (%) = = Number of impressions won ÷ \div Number of impressions bid  \cdot 100%



A person who can create, edit campaign's elements, and access reports in the assigned Workspace only. Worker can be assigned to more than one Workspaces to be able to participate in many aspects of a daily work. The number of Workers that you can invite depends on your pricing plan.

Workspace assignment

The Workspace assignment determines which campaign funnels a user can gain access to. This allows to isolate the funnels and make them unavailable for some Workers, where at the same time the Account Owner and Admin(s) can easily have insight into all data.

The Account Owner and Admin(s) can access data in all created Workspaces in Voluum. However, a Worker can only access those elements that are associated with the Workspace the Worker is assigned to.


Workspaces are a feature that allows users to separate campaign components from each other and assign them to different users for easier work management.


Zeropark is a leading ad exchange that is integrated with Voluum Tracker. You can manage your Zeropark campaigns directly from Voluum and the traffic bought in Zeropark is tracked by Voluum for free.

Search results

    No results found