Pay per install, or pay for what happens after it
Set a price for the install, or move the money to the events that matter to you: a registration, a level, a first purchase. Choose the countries and platforms, cap the daily volume, and pay only for what your postback confirms.
CPI, CPA and multi-step
| Model | You pay when | Good for |
|---|---|---|
| CPI | The app is installed and opened | Volume, chart position, testing a new country |
| CPA | A single later event happens, such as a registration or deposit | Apps where installs alone are worth little |
| Multi-step | Each of several events happens, each at its own price | Games and subscriptions with a clear funnel |
Prices per country
A user in one country is not worth the same as a user in another. Give each step a default price and override it for the countries where you want to pay more or less. Publishers are shown the price for their user's country, so the reward a user sees always matches what you pay there.
Targeting and caps
- Limit the offer to a list of countries, or run it everywhere.
- Choose iOS, Android, or both. App offers only show, and only accept clicks, on their own platform.
- Set a daily conversion cap. When it is reached the offer stops taking new users until midnight UTC.
- Give the offer start and end dates, or run it until you pause it.
Tracking
We add a click ID to your tracking link, in the parameter you choose. When the install or event happens, your server or your attribution platform sends it back to our postback URL with the event name and your transaction ID. That postback is the conversion. Repeats of the same transaction are ignored, so a resent postback is never billed twice.
Install quality and reversals
Offerwall installs are incentivized: the user installs to earn a reward somewhere else. Pricing deeper events is the most reliable way to pay only for users who stay. On our side, clicks are screened for datacenter, VPN and Tor traffic and for patterns like one IP clicking with many user accounts, and our team reviews what gets flagged.
Anything that fails your own checks can be reversed for 30 days. Reversed conversions are never billed, or are credited on your next invoice if they already were. More on confirmed conversions.
Questions
What is pay per install?
A pricing model where the advertiser pays a fixed amount for each install of their app, usually counted when the app is first opened.
How much does an app install cost?
It depends on the country, the platform and what you ask the user to do. You set the price per country, so you decide what an install is worth to you.
What is the difference between CPI and CPA?
CPI pays for the install. CPA pays for a later action, such as a registration, a purchase or a deposit.
Are incentivized installs allowed?
App stores have their own rules on incentivized installs and engagement, and they change. Check the current App Store and Google Play policies for your app.
Read next
Multi-step offers: one offer, paid at each milestone
Split one offer into steps such as install, level 10 and first purchase, each with its own payout and reward. How it works for advertisers and publishers.
Offerwall advertising, billed on confirmed conversions
List installs, sign-ups, trials, deposits or level-ups on our offerwall. You pay only when your own postback confirms the conversion. Clicks are free.
Nothing moves on a click
Nothing is billed on a click. A conversion counts when your postback confirms it, and you have 30 days to reverse refunds and fraud.