Getting Started
Key Concepts
Essential terms and concepts for understanding Cello’s referral platform and attribution system
Quick Reference
| Term | Description |
|---|---|
| Referrer | Existing user who shares their unique referral link |
| New User | Person who receives and uses a referral link |
| Referral Code (UCC) | Unique 11-character identifier for tracking referrals |
| Partner | Professional referrer with exclusive rewards and dedicated portal |
| Landing Page Attribution | Process of capturing and storing referral codes |
| Referral Conversion Tracking | Tracking when referred users complete target actions |
| Attribution Script | JavaScript library for detecting referral parameters |
| Referral Component | Embeddable UI component for referrers |
| Payment Gateway | Third-party payment processors integrated with Cello |
Referrer
The existing user (or customer) who initiates the referral by sharing their unique referral link. The referrer is the source of the referral traffic and is typically eligible to receive rewards when the referred user (new user) completes the desired action (e.g., signup, purchase).New User (Referred User / Referee)
The person who receives the referral invitation or link from the referrer and engages with it. They are considered a “new user” if they have not previously registered or purchased. Often called the referee in referral programs.Partner
A professional referrer who promotes your product as part of a formal partnership. Unlike regular user referrers, partners typically receive:- Special reward structures - Different campaigns from user referrals, can include higher rates, reward caps or even lifetime rewards
- Dedicated Partner Portal - Professional dashboard for tracking referrals, conversions, and earnings
- Marketing resources - Media kits, branded assets, and pre-written promotional content
Referral Code or UCC (Unique Campaign Code)
A unique identifier tied to the referrer. It is a unique set of 11 alphanumeric characters, composed of numbers, uppercase and lowercase letters. It always appears at the end of the referral link. When a new user uses the referral link with a referral code, it allows the system to attribute their actions back to the referrer. Referral Code is a more general term for the code shared by the referrer. UCC (Unique Campaign Code) refers to the same code but is a specific Cello term which will be used throughout this documentation and in API references.- ucc:
pNRB1aYqArN - referral link:
moonly.cello.so/pNRB1aYqArN
Landing Page Attribution / Referral attribution
The process of capturing and storing the referral code (ucc) when a referred user lands on a website or mobile app via the referral link. This step ensures the system knows which referrer brought the user, so later actions (signups, purchases) can be attributed correctly. This step also involves storing the code in a cookie or user record until the user completes a tracked action.
Referral Conversion Tracking
The stage where a new user completes the targeted action defined by the referral program. This can include:- Signups / Tracking Signups: When a new user successfully creates an account. The system links this signup to the referrer.
- Purchases / Tracking Purchases: When a new user makes a purchase, often the ultimate revenue-driving conversion.
Attribution Script / Attribution JS
Attribution JS is a JavaScript library embedded on landing pages that automatically detects referral parameters (ucc, productId, referrerName), stores them in the cookie for indirect signups and provides JS methods to easily retrieve these parameters for further conversion events.