ResourceReference
The Prop Firm & Fintech Marketing Glossary
The vocabulary of acquisition for regulated-finance operators. Challenge-phase economics, payout liability, server-side CAPI, account continuity — the terms that decide whether a paid-media program scales or stalls. Use the category jumps or scan top-to-bottom.
Prop firms
5 terms- Challenge phaseProp firms
- The evaluation period where a trader pays a challenge fee and must hit profit and risk targets to become funded. Challenge-phase economics — pass rates, fee revenue, and time-to-funded — are the foundation of prop firm CAC modeling.
- Challenge feeProp firms
- The one-time fee a trader pays to attempt a challenge. Most prop firms model challenge revenue against ad spend to size their acquisition budget, but the metric that actually matters is cost per funded trader, not cost per challenge.
- Funded traderProp firms
- A trader who has passed the challenge phase and is trading firm capital. Funded-trader volume is the real acquisition KPI for prop firms — leads and challenge purchases are intermediate signals.
- Payout liabilityProp firms
- The expected USD outflow from funded traders hitting their payout thresholds. True ROAS for prop firms nets payout liability against challenge revenue — anything else overstates the economics.
- Cost per funded traderProp firms
- Total ad spend divided by funded-trader volume over the same period. The real CAC for prop firms — cost per lead and cost per challenge are leading indicators, not endpoints.
Fintech
1 term- Qualified userFintech
- A user who has completed onboarding, identity verification, and meets the platform's eligibility criteria for revenue-generating activity. Qualified user CAC is the equivalent of cost per funded trader for fintech brands.
Attribution
1 term- Server-side CAPIAttribution
- Conversion API — server-to-server conversion tracking that bypasses browser pixel limitations introduced by iOS, Safari ITP, and ad blockers. For prop firms and fintech, server-side CAPI is the difference between accurate attribution and decisions made on broken data.
Compliance
2 terms- Account continuityCompliance
- The ability to scale an ad account over 24+ months without suspensions or material policy actions. For trading offers, account continuity is the ceiling on growth — losing an account mid-scale can cost weeks of recovery.
- Policy postureCompliance
- The compliance stance of an ad account's creative, landing pages, and conversion tracking against the ad platform's financial-services policies. Most account suspensions trace back to policy posture, not bidding strategy.
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