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Notes onperformanceand media.

Guides, playbooks and news from the digital space, written by the team that runs the campaigns. New articles every Friday.

A three-stage funnel: TOFU paired with CPM and CPC, MOFU with CPL and CPI, and BOFU with CPA and CPS
Funnels8 min read

TOFU, MOFU, BOFU: the three funnel stages, and what to pay for at each one

Top, middle and bottom of the funnel need different goals, channels and pricing models. Here is how to plan, measure and pay for each stage without wasting budget.

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The AIDA funnel drawn as four red bars, Awareness, Interest, Desire and Action, with a fifth yellow step, Retention, looping back to the top
Funnels7 min read

The AIDA model, explained for performance marketers (and the step it leaves out)

Awareness, Interest, Desire, Action. The oldest funnel in marketing still explains every app campaign you run. Here is how each step shows up in your dashboard, and why we added a fifth letter.

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Pricing models CPM, CPC, CPI, CPL, CPA and CPS placed along a scale from advertiser risk to network risk
Pricing7 min read

CPI, CPA, CPL or CPS: how to pick the right pricing model

Each model shifts risk between you and the network. Here is how to choose one, and how to work out a payout you can afford.

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A yellow shield stopping red fraudulent installs while clean users pass through, with a click-to-install time chart
Fraud & quality8 min read

Seven signs of install fraud, and how a network should catch them

Fake installs hide in plain sight in your reports. These are the patterns that give them away, and the checks that stop them before billing.

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A campaign brief checklist with product, geos, event and payout, caps and KPIs, sent off as a paper plane
Playbooks6 min read

How to brief an affiliate network so your campaign goes live faster

Most delays come from missing details. This checklist covers everything a network needs to send a proposal and launch without back-and-forth.

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