Lead
A lead is the user action an offer counts as a qualifying conversion — usually a registration or form submission, not the PWA install itself. The exact definition of a lead is always set by the advertiser in the offer terms.
How a lead differs from other funnel events
A PWA install isn't a lead yet — most offers count the next step, such as an in-app registration, as the lead. Some verticals, like nutra and finance, pay per lead directly, while others, like iGaming, pay only on deposit and treat the lead as an unpaid intermediate step.
Why the exact lead definition matters
If a buyer optimizes a campaign toward the wrong event, ad platform stats start diverging from network stats, and the algorithm learns from the wrong signal. APEX postbacks, such as Keitaro-to-FB-CAPI, pass the exact event the network counts as a lead to the ad platform, rather than just a click or an install.
FAQ
- How is a lead different from an install?
- An install is the PWA being installed, while a lead is usually the target action that follows it, such as registration. Not every install becomes a lead, and not every offer even pays for a lead separately.
- Why does the exact lead definition matter?
- Because it determines which event needs to be sent via postback to the ad platform for correct optimization. Getting the lead definition wrong means the algorithm optimizes toward the wrong users, not the ones who actually pay.
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