Introduction to CPE campaigns
Learn how Tapjoy Offerwall cost-per-engagement (CPE) campaigns help you acquire new users and increase app engagement by motivating users to complete in-app events in exchange for rewards.
Read time 3 minutesLast updated 12 hours ago
Tapjoy cost per engagement (CPE) campaigns use a pricing model where you pay the publisher only when users complete an event in your app for a reward.
Note
An engagement is also known as an event.
- Sign up for an in-app account
- Reach a specific level in a game
- Complete a tutorial in an app
Event types
There are two types of events you can use to encourage specific user behaviors and help to keep users engaged with your app: linear events and non-linear events.Linear events
Linear events are tasks that users complete in order. Users get the next reward only after finishing the previous task. Linear events guide players through a defined journey. Examples of linear events include the following:- Complete the onboarding tutorial: Reward users after they complete the onboarding tutorial so they learn how to play the game.
- Complete a first task: Reward users after they finish their first game quest or task to keep them playing.
- Join a team or guild: Offer users an incentive for joining a group to help them connect with others in the game.
- Log in three days in a row: Reward users for logging in three days in a row to keep them coming back.
Non-linear events
Non-linear events are tasks that users can complete in any order they choose. Each event has its own reward. Non-linear events let users explore a game as they please. Such events can be making an in-app purchase, or completing a non-linear milestone. Examples of IAPs and non-linear milestones include the following:- Make an in-app purchase (IAP): Reward users when they purchase any item, virtual currency, or upgrade, regardless of their game progress. An example of in-app purchases is buying extra lives at any points in the game.
- Complete a non-linear milestone in the game: Reward users for reaching achievement that can be completed at any time and are not tied to the main story or level sequence, such as finishing a side quest or mini-game.
CPE campaign setup structure
To plan your CPE campaign setup effectively, review the following diagram for an overview of how a CPE campaign is structured in the Tapjoy User Acquisition dashboard. A CPE campaign setup consists of a desired number of ad sets.Note
An ad set is also known as an offer.- Creatives: The visual element users see when they access the Offerwall in a publisher’s app. It typically includes images or videos of a game, along with clear instructions for the event the user must complete to earn virtual currency.
- Budget: Your bids per event and total ad set budget to control how much you spend on user engagements.
- Targeted audience: The specific audience you want your ad set to reach.
- Tracking: The settings to track Offerwall conversions and ad set performance metrics to measure CPE campaign effectiveness.
Reward types
When configuring a specific ad set, you choose the reward type used to encourage specific user behavior and event completion. The following table lists and describes each reward type, their purpose, and an example.Reward type | Definition | Purpose | Example | Note |
|---|---|---|---|---|
| Single reward | A reward given to users when they complete a specific event in your app. | Incentivize a one-time action. | Reward users with in-game currency after they complete your app tutorial for the first time. | |
| Multi reward | Rewards given to users as they complete a series of events within your app. | Guide users through a specific game journey | Reward users with virtual in-game currency each time they achieve a specific milestone level, such as level 5, 10, 15, and 25. Additionally, give them in-game currency the first time they purchase any package in the app. | An ad set with multi rewards can include both linear events and non-linear events. For more information, refer to Event types. |
| Daily reward | A reward given to users for completing repeatable milestones, such as finishing a level. Users can complete the same action and get rewarded for it multiple times in a day. | Encourage casual players to return frequently to your game and increase daily active users. | Give users in-game currency for completing five levels per day. |