Advertisers / Campaigns
From brief to scale, one measured step at a time.
A performance campaign is a system: terms, tracking, traffic, measurement and optimization. Here is how each part is set up and how it runs week to week.
Lifecycle
Five phases of a campaign.
- Brief: Product, markets, target outcome, what a conversion is worth, and constraints.
- Set-up: Terms agreed in writing; tracking links and postbacks tested end-to-end.
- Launch: Learning budget across selected sources, with caps and pacing.
- Optimize: Weekly review by source and placement; budget follows conversion.
- Scale: Proven sources grow; new GEOs and models are added one at a time.
What we need from you.
Campaigns move fastest when the essentials are ready on day one. None of it is unusual — but each missing piece adds a week.
- A clear conversion event and its value
- Working tracking: postbacks or an MMP
- Landing pages or store listings per market
- Creative guidelines and approved assets
- Allowed and prohibited traffic types
- A contact who can review results weekly
Campaign types
Common structures.
- 01
App launch
CPI across a few sources to learn quickly, with post-install events tracked from day one.
- 02
Value-event campaigns
CPA on a registration, deposit or subscription for sources that have proven quality.
- 03
Lead programs
CPL with a strict lead definition, validation and downstream feedback.
- 04
Sales programs
CPS on validated orders, with rules for returns and coupon partners.
- 05
Market expansion
One new GEO at a time, with localized funnels and payouts set for that market.
- 06
Always-on
Stable offers with caps, refreshed creatives and monthly payout reviews.
Reporting
What reporting looks like.
Clicks, conversions, revenue and payout — by day, week or month, by GEO, device and source. Shown here with generated demo data.
Frequently asked questions
How long is the learning phase?
Long enough for each source to produce a meaningful number of conversions. That depends on volume and conversion rate, so it is agreed per campaign rather than fixed.
Can I change payouts during a campaign?
Yes, but changes reset learning for partners. We recommend changing one variable at a time and giving each change enough data.
Who creates the ads?
Advertisers typically provide brand assets and guidelines. Partners may create native formats within those guidelines, subject to approval.
Next steps