Actions and rates

  • Updated

In CPA the term “action” means an action you want users to perform on your website: to place an order, to fill out the form, to register on a website, to install an application, etc. If users follow an affiliate link and perform an action, you should pay the reward to the publisher who brought them to your website.

There are 3 main types of actions: sale, lead and install (installation of a mobile application). Sometimes install is also considered as a lead.

It is up to you what actions to pay for. It depends on your goals and the category of your program: online shops pay mainly for orders, online services, online games, and financial programs usually pay for leads, and installs are used by mobile programs.
 

Types of actions

In Admitad Affiliate all affiliate programs are divided into 6 categories. For every category, there is a set of typical actions. Click on the category of your program to see it.

If there are no actions suitable for your program, you can come up with your own.
 

Online shops

Action Payment model Description
Confirmed application CPL A user filled the application for providing a service (e.g. pre-order/manufacturing/measuring furniture items) and it was confirmed by an advertiser’s call center.
Confirmed order CPA A user placed an order and it was confirmed by an advertiser’s call center.
Paid order CPA A user placed, paid, and received an order. The payment can be made both when placing and when receiving the order.

 

Online services

Action Payment model Description
Confirmed application CPL A user filled the application for providing a service (e.g. inviting a repairman or finding a tutor) and it was confirmed by an advertiser’s call center.
Confirmed order CPA A user placed an order  (booked a ticket, ordered flower delivery) and that was confirmed by an advertiser’s call center.
Paid order CPA A user not only placed an order but also paid for it. The payment can be made both when placing and when receiving the order.

 

Online games

Action Payment model Description
Confirmed registration CPL A registration that was confirmed by a user via email.
Active registration CPL A broad term that includes anything that is more complicated than registration but does not require much effort from a user: confirming the email address, achieving level 1, etc.
Active player CPL Reaching a certain level in the game.
Set of accesses CPA Buying early access to the game.
Purchase CPA Any purchase made in the game.

 

Mobile programs

Action Payment model Description
Install CPI Installing and opening an application.
Registration CPL Registration in an application.
Active player CPL Achieving a certain level.
Registered order CPA An order was placed and confirmed.
Paid order CPA Purchase in the application.
Trial version CPL Activating a trial version.
Loyal user CPL The user opened the application for the third time
Returned user CPL The user returned on an N day.

 

Travel & tourism

Action Payment model Description
Booking CPA A user booked an airplane ticket, train ticket, a room in a hotel, etc.
Confirmed booking CPA A user made a booking and it was confirmed by an advertiser’s call center.
Paid order CPA A user placed, paid, and received an order. The payment can be made both when placing and when receiving the order.
Confirmed tour application CPL A user filled an application for buying a tour and it was confirmed by an advertiser’s call center.

 

Financial programs

Action Payment model Description
Completed application CPL A user completed an application for a credit, loan, insurance, credit card, etc.
Confirmed application CPL A user completed an application and it was confirmed by an advertiser’s call center.
Approved application CPL

A user completed an application, and an advertiser approved it.

Confirmed request ≠ Approved request. In the first case, the advertiser just confirms that the application was received. In the second case, he makes a positive decision on the application.

Issued credit/card/loan CPA A user got a credit, card, or loan.


Note:

1. Actions like “Paid order/application” and “Confirmed order/application/booking” are recorded in the statistics when a user gets to a thank you page (“Thank you for purchase”, “Your order was accepted”, “Your request was accepted”, etc.).

2. When reconciling, it is better not to confirm such actions as “Paid order” until the expiration of the cooling-off period.

By default, an action is effective for all publishers, but you can also add exclusive actions with special rates and tariffs that will be effective only for members of a certain channel.

Besides, you can:

  • Create separate actions for existing and new customers.
    New customer (new user) — a user who performs an action on the website for the first time.
    Existing customer (existing user) — a user who performs an action for the second, third, etc. time.
    Thus, you can distinguish and compare in the statistics the actions that were performed by new and existing customers, and also achieve marketing targets by setting different rates for them. For example, you can increase the rate for actions of new users to attract new audience to your website. If you aim at maintaining existing customers, strengthening loyalty, increase the rate for actions of existing users.

    EN_ActionsRates-NewClients.png

     
  • Separate actions that were performed using a coupon or a promo code and without it.
    You can lower the rate for orders where coupons and promo codes were already used, as well as to distinguish actions with and without promo codes in the statistics.

    EN_ActionsRates-PaidOrder.png
     

What is the rate?

Along with actions, in Admitad Affiliate there is such a thing as “rate”. The rate allows to set up more specific settings within one action. One action can have several rates.

Using rates, you can set up different rewards for:

  • Different categories of products — thus you can stimulate sales of certain categories of products.
    For example, you have a sporting goods store, and you have noticed that the sales of bicycles have plummeted in recent months. In this case, you can add a separate rate of 7% for buying bicycles and a rate of 3.2% for buying all other products to motivate publishers to attract more traffic to this category of products.

    EN_Rates-paid-category.png
     
  • Different regions — it is useful if you want to focus on promotion in certain regions.
    For example, if you want to attract more users from Germany, specify a higher rate for this region.
    EN_Rates-paid-region.png

    It is possible to create rates for certain regions if your program supports geo-targeting.
    For mobile programs, it is possible to create rates not only for regions but even for specific cities and towns.

  • Various amounts of orders
    Raising the rate in proportion to the order amount, encourage publishers to attract users who make purchases for large amounts.
    EN_Rates-paid-summ.png


Although our system provides large opportunities for setting actions and rates, we do not recommend creating a too comprehensive rates scale with a dozen of actions and rates, because it can confuse publishers. In most cases, it is enough to create 1-4 actions and rates altogether, as you can see in the All Programs catalog.
 

How much should I pay for an action?

There are no strict instructions or limitations on setting the reward amount, you can define any amount you want. If you do not know what reward to set, analyze rewards for similar actions of your potential competitors or consult with your account manager.

The reward is set in the currency of your program and can be both a fixed amount or a percent of the order amount (i.e. it cannot be used for leads or installs, as they do not have such a thing as an order amount).

Example of a fixed reward:
EN_Rates-paid-fix.png


Example of a percent reward:

EN_Rates-paid-defaulf.png
 

What is a hold time?

After you have decided what actions and rates you want to use in your program, you need to specify their hold time, i.e. during what time from the moment of action you undertake to process it (confirm or decline).

It is possible to set different hold times for different actions, but all rates of one action will have the same hold time.

The standard hold time is 45 days.
 

How to add an action?

To create actions for your company, tell your account manager

  • what actions you need (choose from the table above or think of yours);
  • if you need to divide actions by existing/new users, presence or absence of a coupon, regions, categories of products, order amounts, to create exclusive actions for channels;
  • what rates are to be created for all actions and rates;
  • hold time, whether it is the same for all actions.

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