Overview
Leadflow is a setting defined at the offer level in Swaarm. It determines how conversions are counted and how payouts are applied for that specific offer. Depending on the selected leadflow, conversions may be triggered by installs, events, clicks, impressions, or leads.
Available Leadflows
Swaarm supports the following leadflows:
CPI (Cost per Install)
CPA (Cost per Action)
CPL (Cost per Lead)
CPS (Cost per Sale)
CPC (Cost per Click)
CPM (Cost per Mille / 1000 impressions)
How Leadflow Is Set
Leadflow can be assigned either automatically or manually, depending on how the offer is created.
API-based offers
If offers are imported via API, the leadflow is assigned automatically based on the advertiser’s event configuration.
General logic:
If payout is set on the default (install) event only → CPI
If payout is set on non-install event(s) → CPA
If payout is set on both install and other events → CPI
Manually created offers
If you create an offer manually, the leadflow must be selected by you during offer setup: Offer Edit > General Tab. .
Make sure the selected leadflow matches:
how the advertiser pays you
what should be counted as a conversion
Incorrect leadflow selection may result in incorrect conversion tracking and discrepancies in reporting and billing
What Each Leadflow Means
CPI / CPA
These are the standard performance flows:
CPI → conversion = install
CPA → conversion = event (e.g. registration, purchase)
You can switch between CPI and CPA without affecting how conversions are tracked, as long as event setup remains consistent.
CPC
A conversion is created for each click
Use only if the campaign is paid per click.
CPM
A conversion is created for every 1000 clicks (impressions equivalent)
Use only for impression-based buying models.
CPL
A conversion will be created for each lead submitted, which is basically each time a click is fired
In practice, this often means a conversion is triggered when a qualifying action tied to the lead is recorded.
CPS
Does not change how conversions are counted
Instead:
Payout is not fixed
Publisher receives a margin-based payout (%)
In the Publisher Feed API:
payout is not shown
only their margin is visible
Important Considerations
CPI and CPA are interchangeable from a tracking perspective
CPC, CPM, and CPL should only be used when the billing model matches them
If misused:
conversions will be artificially inflated
reporting will not match advertiser data
How Leadflows Appear in the Publisher Feed API
Leadflow also determines how offers are presented to publishers in the Feed API.
CPI
Leadflow is displayed as CPI
Payout is based on the default TheyGet (or a custom payout if configured)
CPA
Leadflow is displayed as CPA
Events are visible in the Feed API only if set as Public
Each event can have its own payout and conditions
CPC
Leadflow is displayed as CPC
Payout (They Get) for default event is displayed
CPM
Leadflow is displayed as CPM
Payout (They Get) for default event is displayed
CPS
Leadflow is displayed as CPS
Publisher Margin for default event is displayed in Margin field
