Mobile games
Pay for level 10, not for a tap.
Mobile game user acquisition, on CPI or CPE. Price the install, each level and the first purchase on their own. You're charged when your server reports a step, never for a click.
- Install
- Level reached
- First purchase
Send a Test event. An advertiser event sent with test=true. It checks the event works and is never charged.What is a test event? for each level before launch. Tests are logged and never charged.
A puzzle game
iOS + Android · Store listing
- Setting up
- In review
- Live
- Countries
- USCAGB
Events you pay for
- Install install $1.50 Live
- Tutorial complete tutorial_complete $0.50 Live
- Reach level 10 level_10 $2.00 Live
- First purchase first_purchase $5.00 Live
01Where it runs
Where your game offer runs.
Once our team approves your campaign, your game becomes an offer publishers can run. They join by request, and most of them reward players for finishing steps.
With rewards
- Rewarded and earning apps Players try your game for cash, gift cards or points, and the publisher decides what each level rewards.
- Offerwall platforms and networks They pass your game on to the apps and sites they work with.
On our Hosted Offerwall, a player picks your game from a list and sees each step before installing. Publishers on the Offer API show it in their own screens, and the Top Offers Feed adds it once it's one of our top offers.
Without rewards
Offer by offer- Media sites and blogs Inside articles and roundups.
- Comparison and review sites Listed beside the alternatives.
- Email newsletters Placed in an issue, to their readers.
- Media buyers On campaigns they run and pay for.
Some studios want players who aren't rewarded. Sites, newsletters and media buyers run hand-picked Offer Links, approved one offer at a time.
How Offer Links work02What you can price
Price the install, then each level.
An example ladder for a puzzle game. Change any price, add a level or move where this player stops.
- Steps a player never reaches cost nothing.
- A $0 step is tracked and never charged. It shows where players drop off.
- Purchase events carry your order ID, so each order is charged once.
A puzzle game
Tap a dot to move where this player stops.
- Install install tracked, not charged
- Tutorial complete tutorial_complete tracked, not charged
- Reach level 10 level_10 tracked, not charged
- First purchase first_purchase tracked, not charged
- Reach level 40 level_40 tracked, not charged
Add a step
Six steps is the most this example shows.
This player cost you
$4.00 USD
3 of 5 steps reached. Every step: $17.00.
03Where to start
Start with the install, then pick a level.
Price the install first if you want a simple read on cost. It's the one step every player reaches, so your report stays easy to compare from week to week. Then add the level that tells you a player understood the game. In our example that's level 10 at $2.00.
The tutorial at $0.50 is cheap, and it only tells you someone got through the opening minutes. Leave the first purchase for last. It's the strongest signal you can buy, but fewer players reach it, and an offer that pays only there can struggle to get publishers to run it.
Not sure where players drop off? Track the middle levels at $0 for a while, then price the level where they start leaving.
04Targeting and compliance
What you set, and what stays with your studio.
Campaigns target countries and platforms. Your store rating and your game's own rules decide who can play or pay.
You set in the campaign
- Countries
- USCAGB Where the campaign runs, by country code.
- Platforms
- iOSAndroidWebsite iOS, Android or both, or a website.
- Destination
- Your game's store listing or a store search for a term you pick. A landing page works too.
- Steps and prices
- Each level's name, event key and price in US dollars.
- Pause and resume
- Stop and restart a live campaign yourself.
Stays with you
- Store listing and age rating
- In-app purchase rules
- Your game's terms of service
Rules for mobile games
-
Publishers set player rewards
Publishers decide what each step rewards their players; you decide what each step costs you.
-
Name steps the way the game does
Players and our reviewers read your step names as written. “Reach level 40” tells them more than “Engaged user.”
05Billing
Level events you're never charged for.
Every level your server sends gets a status back. Your balance moves only on an approved live event.
level_10 missing_attribution
A player who found you in the store
They installed on their own and reached level 10, and your server reported it anyway. No tap on your offer sits behind it, so it's logged and costs you nothing.
Charged $0.00
Tests, events with no Click ID. A unique ID we give each tap, so a later install or event can be matched back to it.What is a click ID?, repeats and anything sent past the 48-hour limit are all free of charge.
Every status, in the setup guide06Measurement
Your server reports each level. No SDK.
Three steps from the tap to a charged level, and a log that shows what each one cost you.
-
A tap on your game gets a click ID
We record the tap and attach its ID to the link on the way to your listing.
-
The game picks it up at first open
Android hands it over in the Play install referrer. Otherwise the game asks us at first open, and each click can match only one install.
-
Your game server posts
level_10with itSend each level and purchase with that click ID. Already sending
af_level_achievedto AppsFlyer or Adjust? Post the same event to us from the same job.
Event logs
Levels and purchases your server sent for this campaign. Tests are marked and not billed.
- Clicks
- 418
- Installs
- 96
- Spend
- $412.50
| When | Event | User | Status | Charged |
|---|---|---|---|---|
| 2:06 PM | level_ | u_48213 | Approved | $2.00 |
| 2:04 PM | tutorial_ | u_48213 | Approved | $0.50 |
| 1:58 PM | level_ | u_48207 | Duplicate | $0.00 |
| 1:41 PM | install Installed with no click ID from us | u_48190 | Missing attribution | $0.00 |
| 11:20 AM | level_ | test_user | Approved | $0.00 |
07From our public list
How game offers are built here.
Steps players see on game offers in our public US list, checked 29 October 2026. We left out brands and payouts. Each one paid once, at install, and the later steps reward the player. Your campaign can price each level instead.
-
A merge puzzle game
13 steps · iPhone and Android
- Install and open
- Level 5
- Level 10
- Level 20
- Level 30
- Level 40
- Level 60
- A purchase
- 5 other steps
-
A castle strategy game
21 steps · timed levels
- Play for 30 seconds
- Register
- Castle level 4
- Purchase $0.99 to $4.98
- Castle level 12 within 1 day
- Purchase $4.99 to $9.98
- Castle level 20 within 7 days
- 14 other steps
-
A solitaire game
20 steps · spend goals
- Play for 30 seconds
- First level
- Level 10
- Purchase $1.99 to $9.90
- Level 25
- Spend $50 within 7 days
- Purchase of $9.99 or more
- 13 other steps
08Questions
What game teams ask us.
CPI or CPE for a mobile game?
CPI (cost per install) pays for the install, and CPE (cost per event) pays for something the player does after it. Pick CPI if you want volume and your own numbers already tell you who stays. Pick CPE, on a level or a first purchase, if installs that never play are your problem. One campaign can do both: price the install low and put the rest on the levels.
Which in-game event should I pay for?
Each one tells you something different. The tutorial says a player got through the opening minutes, so it suits a small price. A level, such as level 10, says they understood the game and kept playing. A first purchase says they'll spend, but fewer players get there, and publishers choose what they run, so an offer that pays only there can struggle for traffic. You can price all three.
Can I pay only for the install?
Yes. Make the install your only priced step and it's charged once per player, when your server reports it. Add level steps at $0 if you want to see where players stop without paying for them.
Do I need an SDK?
No SDK to add. Your game server posts level and purchase events to our API, and the game picks up the click ID at first open. The setup guide has the code.
Can I send players to a store search instead of my listing?
Yes. Pick a search term, and the tap opens the App Store or Google Play search for it. Players find your game themselves. We record where your game ranks for that term in the US stores once a day while the campaign is live; we don't promise the rank moves.
What if my server sends a purchase twice?
It's charged once. Purchase events carry your order ID as transactionId, and a repeat of the same event ID or order ID gets a duplicate reply and isn't charged again.