What is a Multi-Event Offer?
Quick Definition: A Multi-Event Offer is an advanced performance marketing campaign structure where the advertiser pays the publisher for multiple, distinct actions performed by a single user. It allows advertisers to track and reward deeper user engagement beyond the initial install or click.
An Introduction to Multi-Event Offers
A Multi-Event Offer, also known as a multi-reward campaign, moves beyond a single-payout model. Instead of paying only for one event, like an install, the advertiser sets up a chain of payable actions that occur after the initial conversion. This allows them to optimize not just for acquiring new users, but for acquiring high-quality users who are more likely to become valuable customers.
This structure is managed by a sophisticated Offer Server that can track these post-install events and attribute them back to the original publisher.
How a Multi-Event Offer Works: An Example
Imagine a mobile gaming app launching a new campaign. Instead of a simple CPI offer, they structure a Multi-Event Offer:
- Event 1: Install.
The publisher receives $2.00 for every user who installs the game. This is a classic Cost Per Install (CPI) event. - Event 2: Registration.
If that same user completes the in-app registration and tutorial, the publisher receives an additional $1.50. This is a Cost Per Action (CPA) event. - Event 3: First Purchase.
If that user then makes their first in-app purchase of at least $5, the publisher receives an additional $10.00. This is also a CPA event, sometimes called a Cost Per Sale (CPS) event.
In this scenario, a single high-quality user who completes all three actions can earn the publisher a total of $13.50.
Why Multi-Event Offers are Beneficial
Multi-event offers are a powerful strategy because they align the goals of both the app owner and the advertiser. While they introduce some complexity, they lead to a higher quality of user and a more valuable return for both parties.
For App Owners
Multi-event offers are a win-win for app owners as they increase user engagement and provide access to more valuable offer programs.
- Pros:
- Higher Revenue: Higher conversion rates for valuable actions translate directly into more revenue from the offer program.
- Increased User Retention and LTV: Since the offer encourages deeper engagement within the app (e.g., reaching a certain level), the user is more likely to stay engaged with the app after completing the offer, leading to a higher lifetime value (LTV).
- Cons:
- Increased Complexity: Setting up and tracking multi-event offers is more complex than a simple install offer. It requires a robust backend system that can accurately track multiple user actions and attribute them correctly.
- Potential for Delay: If the app owner’s tracking system is not robust, there could be delays or inaccuracies in reporting events, which can cause friction with the advertiser.
But don’t worry, GoKart can help with that.
For Advertisers
Advertisers are the primary beneficiaries, as multi-event offers are designed to deliver higher-quality users and improved campaign results.
- Pros:
- Higher-Quality Users: Advertisers pay for users who demonstrate deeper engagement within the app, such as completing a tutorial or reaching a specific level, ensuring their ad spend is directed towards valuable, long-term customers.
- Improved ROI: By optimizing for a series of events, advertisers can significantly improve their return on investment (ROI). They only pay for actions that are proven to be valuable to their business.
- Reduced Fraud: It is much more difficult for bots and fraudulent actors to complete multiple, specific in-app events, which helps reduce ad fraud and ensures the advertiser is paying for real user behavior.
- Cons:
- Higher Cost Per Action (CPA): The cost per action for a multi-event offer is typically higher than a simple install offer, as the advertiser is paying for more valuable user behavior.
- Lower Conversion Volume: The total number of conversions for a multi-event offer will be lower than a simple install campaign, which is a trade-off for acquiring a higher-quality user base.
How GoKart Simplifies Multi-Event Offers
- For App Owners
GoKart provides the robust backend you need to serve multi-event offers and accurately track every user event. You can easily manage and optimize your offers from one unified dashboard, giving you a complete view of your revenue without the manual work.
- For Advertisers
With GoKart, you can be confident that you’re paying for real, high-quality user actions. The platform provides a transparent view of every event, ensuring you get the valuable users you’re paying for while reducing the risk of fraud.
By bringing everything into one place, GoKart helps you maximize the benefits of multi-event offers while eliminating the complexity.
Related Terms
- Cost Per Install (CPI): Often, the first payable event in a mobile-focused multi-event offer.
- Cost Per Action (CPA): The pricing model used for most post-install events, such as reaching a certain level or making a purchase.
- Cost Per Lead (CPL): A CPL event, like a registration, can be a key milestone in a multi-event offer for non-gaming apps.
- Offer Server: The core technology required to track and manage the complexity of a multi-event offer.
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