How one request from a client changed the way we manage postback

The request.

Single postback for a list of goals that lead to conversion.

The story. 

CPM, CPL, CPA, CPC, CPI, CP… Various payment models work out for different entities, and that’s ok. But what happens when CPA network wants to collaborate with someone who works by CPM principles?

One of our first clients, affiliate network by the not-so-subtle name of Mobvault, stumbled upon a situation. They’ve had a prospective partner that was buying traffic by CPM and trusted advertisers who worked according to CPA.

The catch about turning CPM into CPA.

Whereas in CPI the only goal is an install, CPA invites advertisers to clarify the way they need a conversion to happen.

They can set a list of goals-actions, e.g.:

a) click on the ad,

b) view the video,

c) fill in the form,

d) purchase.

Each action usually meant a separate postback that went straight down the list of publishers. And every postback was the reason “to be paid for”, no matter the final result.

The solution.

Now you can choose which actions will trigger the postback to your publisher (and his publisher and so on…).

If it’s the sales your client is after, you can choose “d) purchase” from the list above as the single action that will initiate the postback. It means that you will have to pay for the action that matters and brings actual profit.

What does it mean for Orangear clients?

If you need to customize a part of our platform to fit your needs — it can be done.

How To Make Data-Driven Decisions For Your Ad Network

It may be difficult for the sole specialists to keep track of all the information regarding their work. But they can only imagine loads of data that an owner or any C-level manager has to track day after day.

Daily and monthly data, as well as its analysis and visualization, is essential to stop taking chances with your decisions and start making them based on solid facts.

Here’s what information you will need to make data-driven decisions for your ad network:

  • Up-to-date data on daily results (offers, clicks etc.).

This general metrics will allow you to see how your network(s) performs.

  • Cash flow (gross/net income, revenue, ROMI)

Every business aims to generate income for the owners, so these are probably the most important numbers.

  • Billing (invoices, cross-payment).

The better your business performs, the more partners you have to deal with. And a clear understanding of amounts you owe/are owed is critical for the final picture.

  • Staff analysis (who’s performing and who’s underperforming)

You want to know the people who bring the most profit and who need to up their game.

Although there is a lot more to know and analyze about your ad network performance, this is the crucial core of data, that shall allow you to make weighted decisions, tailored for your business’ current needs and future strategies.

All of our partners came to this realization at various stages of network’s development and none of them would ever go back to blindingly taking chances.

This is what inspired our BI Module, a solution our partners had the opportunity to run on beta for some time now, giving us constant feedback and fueling this tool’s growth.

As we are looking to share this product with all our future partners, here’s a brief intro into how BI Module can help you to make data-driven decisions.

Core features:

  • A complete set of main indexes and nearest future developments’ prediction all in one place.

Our BI Module Dashboard features real-time state numbers as wells as some future insights, based on performance data for previous periods. Information updates every 10 minutes to provide the most recent insights and allow you to see the most current picture.

  • Financial insights & management.

Up-to-date info on revenue, income, and profit, both gross and net. With all cash flow included in the system automatically and as other expenses (such as rent, salaries, servers’ fees, marketing budget) can be added manually by the people with required access.

  • Staff management, graphs, trends, salary management, hiring/firing new staff, comparative characteristics.

BI Module allows you to grant very specific set of accesses to your employees. You can easily manage the scope of insight each of them gets to perform their duties.

Apart from that, it provides deep analysis of your employees’ performance, comparing results from different managers on the same project or in different ones if you run more than one network.

Account Managers comparison by gross sales.

BI Module can become your own business analyst and financial manager. While featuring all the main functions of these specialists, the Module lacks their main drawbacks. You won’t need to headhunt and hire it, it won’t go on sick or maternity leaves. More importantly, it can’t be recruited by your competitors, leaving with all the internal information, NDA or not.

A risk-free analytical and financial tool, BI Module was designed and created to help you run your business based on data, pushing you in the direction of success.