A “target action” or “action” is an action you expect from a user, namely placing an order, filling out a form, signing up on a website, installing an application, etc. For actions users perform, you pay the publishers who led those users to your website.
Which actions you pay for depends on your choice, your goals, and your program’s category. Online stores usually pay for orders, online services, banks, and online games use cost-per-lead models, while paying for installations is an option for mobile programs.
Types of actions
In our system, all affiliate programs are divided into 6 categories, each of which has a set of typical target actions.
Click your program category to expand the list of available actions.
Action name Payment model Action description Confirmed application CPL A user filled out a service form (e.g., furniture pre-order/production/measurement), and it was confirmed by the advertiser’s call center. Confirmed order CPA A user placed an order, and it was confirmed by the advertiser’s call center. Paid order CPA A user placed, paid for, and received an order. A user can pay when placing or receiving the order.
Action name Payment model Action description Confirmed application CPL A user filled out a tutor/engineer visit form, and it was confirmed by the advertiser’s call center. Confirmed order CPA A user booked a ticket or ordered flowers, and it was confirmed by the advertiser’s call center. Paid order CPA A user placed and paid for an order. A user can pay when placing or receiving the order.
Action name Payment model Action description Confirmed registration CPL Registration that a user confirmed by email. Effective registration CPL A wide-ranging term that includes everything more complex than registration but doesn’t require too much user effort (e.g., confirming an email address, completing a tutorial, reaching Level 1, etc.). Active player CPL Achieving a certain level. Access selection CPA Buying game access. In-game purchase CPA Any in-game purchase. The advertiser can pay for the first purchase, every subsequent purchase, etc.
Action name Payment model Action description Install CPI Installing and launching an app. Sign up CPL Registering in an app. Active player CPL Achieving a certain level. Placed order CPA An order was placed and confirmed. Paid order CPA In-app purchase. Trial CPL Activating a trial version. Loyal user CPL Opening the app for the third time. Returning user CPL A user returned on the Nth day.
Action name Payment model Action description Placed booking CPA A user booked an airplane or railway ticket, hotel room, etc. Confirmed booking CPA A user booked something, and their booking was confirmed by the advertiser’s call center. Paid order CPA A user placed, paid for, and received an order. A user can pay when placing or receiving the order. Confirmed tour purchase application CPL A user submitted a tour purchase application, and it was confirmed by the advertiser’s call center.
Action name Payment model Action description Completed application CPL A user submitted a credit, loan, insurance, credit card, or other application. Confirmed application CPL A user submitted an application, and it was confirmed by the advertiser’s call center. Approved application CPL
The user has submitted a request, and the advertiser approved it.
Confirmed application ≠ Approved application. The former is when the advertiser just confirms that they received a user’s application. The latter means they approve the application.
Loan granted/card issued CPA The user has taken a loan or gotten a card.
If none of the standard actions works for you, you can create a custom action.
Moreover, there’s another trick you can use for all program categories. It’ll let you distinguish and compare:
- New users who perform a target action for the first time, and current users who perform such an action again.
- Purchases made with or without a coupon or promo code.
Applying this additional categorization, you’ll be able to pay for such actions in a different way, depending on your marketing objectives. For one, you can pay more for new users or purchases in particular categories. Learn more about paying for actions
1. Actions like “Paid order/application/booking” and “Confirmed order/application/booking” are registered in the statistics when a user comes to the thank-you page (saying something like “We have received your order”, “Your application has been accepted”, etc.).
2. During reconciliation, you don’t want to confirm actions like “Paid order” until the return deadline.
What a rate is
A rate is a reward you’re ready to pay a publisher for generating a particular action.
You can associate an action with:
- One rate if this action should be paid in a certain amount.
- Multiple rates if you need to set up some additional options that will determine the reward.
How rates and actions are configured depends on the program. For instance, one can associate actions from different regions with one rate or set an individual rate for each region.
Your manager will determine the final rate-action association depending on your program’s specifics.
Using rates, you can set rewards for:
- Actions performed by current and new users
- Purchases with or without a coupon
- Purchases of products from different categories
- Actions from different regions
- Different order amounts
Actions performed by current and new users
Address your marketing goals by setting different rates for new and current clients. For example, increase the rate for new users to acquire more clients. On the other hand, if you want to retain the existing customers and enhance loyalty, scale up the rate for the current users.
Purchases with or without a coupon
Reduce the rate for orders in which users apply coupons or promo codes.
Different product categories
Promote sales in particular categories.
Imagine that you run a sports gear store and notice that bicycle sales have plummeted.
For one action—for example, a paid order—you can create a special rate in which you pay 7% for every bicycle sale and 3.2% for sales in all other categories—to encourage publishers to drive more traffic to the desired category.
Actions from different regions
This option can come in handy if you want to focus on promoting in certain regions.
For instance, if you want to attract users from the US, set a higher rate for this region.
- Set up geotargeting in your program to create individual rates for different regions.
- In mobile programs, you can create rates not only for specific regions but also for specific cities.
Different order amounts
For instance, you need customers to place large orders. In this case, pay 3% for orders under, say, $70 and 3.5% for orders that cost $70 and up.
Setting different rates for different order amounts is possible in certain program categories if a payment amount is passed as one action. For instance, when a user purchases a service bundle:
If an order amount consists of prices of various items (e.g., in online stores), you can’t apply an increased reward to the entire amount. Instead, it will be calculated individually for each item.
For instance, if there is one table and six similar chairs in one order, the reward will be calculated individually for the table and for the total price of chairs.
Though our system provides rich opportunities in terms of configuring actions and rates, we don’t recommend that you create a rate scale that’s too complicated with a dozen actions with 15 rates in each. This may frustrate publishers. In most cases, you can go with 1 to 4 actions and rates. Flick through the Admitad Store catalog and see for yourself.
How do I know how much I should pay for an action?
You decide the reward or commission; there are no limitations or restrictions. If you don’t know which commission to set, align with your rivals’ practices or ask your manager for advice.
The commission is set in your program’s currency and can be:
- A fixed amount.
- A percentage of the order amount. In this case, you won’t be able to use it with leads and installations where there is no order amount.
Example of a fixed commission:
Example of a percentage commission:
What is a hold period?
Once you’re done with actions and rates, you need to decide on the hold period, i.e., how much time you have to process an action (approve or decline it) after it was performed.
You can set different hold periods for different actions, but all rates in one action will have the same hold period.
The standard hold period is 45 days.
How do I add an action?
To create actions for your program, provide the following details to your manager:
- The actions you need (select from the table above or create your custom actions).
- Whether you need to set different actions for existing and new users, purchases with and without promo codes and coupons, product categories, order amounts, create exclusive actions for channels.
- The commissions you need to set for all actions and rates.
- The hold period you’ll use, and whether it’ll be the same for all actions.
After your manager finishes creating your actions, you’ll see them in your account: Program → Actions.
To check which reward is set for each rate, click in the Tools column.
After actions are added, tracking department specialists will send you the codes you’ll need to deploy on your thank-you page. Without that, the program won’t be started.
Changing rates and actions
If you decrease commissions or actions, you have to notify publishers no later than five days before such changes take effect. Be sure to notify your manager a bit earlier, so they have enough time to prepare and send the newsletter.
If you plan to increase a reward, you need to notify publishers and your manager one day before.