Adperience Media
Replies within 24h

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

Playbooks6 min readBy the Adperience Media team
A campaign brief checklist with product, geos, event and payout, caps and KPIs, sent off as a paper plane

A good brief turns a week of emails into one. It tells the network what you sell, where, what you will pay for and what you will not accept. Here is what to include.

The basics

  • Product: app or website, and the platform: Play Store, App Store, APK or web.
  • Geos: the countries you want, and any regions or cities to focus on or avoid.
  • Audience: who your ideal user is, if it matters beyond the geo.
  • Timeline: when you want to start, and any launch dates or seasonal peaks.

Event, payout and caps

Name the exact event you will pay for, as it appears in your attribution tool, and the payout per event. If you are unsure, share what a user is worth to you and let the network suggest a model; our pricing guide explains the options.

Add daily and monthly caps, and a testing budget for the first weeks. Caps protect your budget; a testing budget gives publishers room to find what works.

Traffic rules and KPIs

  • Allowed traffic types: for example in-app, mobile web, social, email, push.
  • Not allowed: incentivised traffic, brand bidding, adult placements, or anything else you exclude.
  • KPIs: day-1 or day-7 retention, event rate, or approval rate for leads.
  • Creatives: approved creatives, brand guidelines and claims publishers must not make.

Tracking

Share a tracking link from your attribution partner and set up postbacks for the install and every event you pay for. Ask the network to run a test conversion end to end before launch, so both sides see the same numbers from day one.

Agree how rejections work: who reviews them, by when, and how they are reflected in the monthly invoice.

A brief you can copy

Product: [App name], Play Store / App Store / APK
Geos: [Countries]
Event and payout: [Event name], [payout] per event
Caps: [daily] / [monthly]
KPIs: [e.g. day-7 retention above X%]
Allowed traffic: [types]
Not allowed: [types]
Tracking: [attribution partner], postbacks for [events]
Start date: [date]

Send it to media@adperiencemedia.com and we will reply with a proposal by email.

Keep reading

All articles
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.

Read the article
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.

Read the article
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.

Read the article

Want this applied to your app?

Send your product, geos, target event and CPA, and we will reply with a proposal by email.

Email your brief Sign up as publisher