Resources
Guides
In-depth guides to CPI, CPA, CPL and CPS advertising, conversion tracking and app install campaigns.
- CPI
01 · 2 min read
CPI advertising: a complete guide to cost-per-install campaigns
How cost-per-install campaigns work, how installs are attributed, what drives CPI, and how to keep install quality high.
- CPA
02 · 1 min read
CPA marketing: paying for actions, not attention
A practical guide to cost-per-action campaigns: choosing the action, setting payouts, attribution windows and working with partners.
- CPL
03 · 1 min read
CPL campaigns: generating leads you can actually use
How cost-per-lead campaigns work, how to define and validate a lead, and how to measure lead quality by source.
- CPS
04 · 1 min read
CPS advertising: paying for completed sales
Cost-per-sale explained: fixed fees versus revenue share, returns and cancellations, and how to structure CPS for e-commerce and travel.
- S2S
05 · 1 min read
Conversion tracking: click IDs, postbacks and attribution
A step-by-step guide to setting up server-to-server conversion tracking for performance campaigns, with a testing checklist.
- APP
06 · 1 min read
App install campaigns: from first click to retained user
How to plan, launch and optimize app install campaigns — store pages, MMPs, creatives, sources and post-install measurement.