Resources
Learn how performance marketing really works.
Plain-language guides, articles and definitions for advertisers, publishers and anyone who wants to understand where results come from.
Browse by type.
- 01Articles
Blog
Analysis and practical advice across performance marketing, mobile growth and analytics.
- 02In-depth
Guides
CPI, CPA, CPL and CPS campaigns, conversion tracking and app installs.
- 03Illustrative
Case studies
How campaigns are structured, from challenge to result.
- 04Reference
Glossary
Every performance marketing term, clearly defined.
- 05Publishers
Publisher resources
Tracking links, sub-IDs and postbacks.
- 06Advertisers
Pricing models
How each model works and what it costs.
Latest
Recent articles.
Performance Marketing2 min read
CPI vs CPA: choosing the moment you pay for
Every performance model is a decision about where risk sits in the funnel. Here is how to choose between paying for installs and paying for actions.
Advertising Technology2 min read
What a postback actually does
Server-to-server postbacks are the plumbing of performance marketing. A plain-language walkthrough of click IDs, parameters and why S2S beats pixels.
Publisher Growth1 min read
Publisher EPC: the number that decides where traffic goes
Publishers compare offers by earnings per click, not payout. Understanding EPC explains why some well-paid offers get no traffic.