| Attribution mode | How the esbconnect tracking identifier appears on the destination URL — direct (esb_id), utm (UTM variant), or none. |
| AWIN | Affiliate Window. The largest UK affiliate network and esbconnect's primary partner. |
| Brand | A client whose campaigns we send. Each brand has its own configuration record. |
| Destination URL | The final URL on the brand's site that the recipient lands on. |
esb_id | An esbconnect tracking parameter added to the destination URL. Contains the recipient's email hash. Used for attribution. |
esb_tracking | An esbconnect tracking parameter added to the click URL. Used to filter bot clicks from reporting. |
| SubID / SUBID | The affiliate network's click reference. Each network has its own parameter name (AWIN: clickref, Impact: subId1, etc.). The link builder inserts the correct one for the network you pick. |
| Tracking link | The complete URL you paste into a creative. Generated by this tool. |
| UTM | Standard Google Analytics URL parameters (utm_source, utm_medium, utm_campaign, etc.). |