How to Add an Offer

This article covers:

  • How to add an Offer using the Add a New Offer wizard

Section 1: Accessing the wizard




An offer is usually related to a specific landing page or product. There are four ways to add a new offer:


The first method is through the offer grid shown in the image above:

  1. Click on the Advertiser main tab at the top of your system
  2. Click on the Offers subtab on the left-hand side of your system
  3. Click on the Add Offer button
  4. The Add a New Offer Wizard will populate


The second method is through the Advertiser main tab hover menu:

  1. Hover over the main Advertisers tab at the top of your system, go down to Offers, then click on Add Offer
  2. The Add a New Offer Wizard will populate


The third method is to go through a specific Advertiser card:
  1. Open the Advertiser card
  2. Click on the Offers tab
  3. Click the Add Offer button
  4. The Add a New Offer wizard will populate with the Advertiser field pre-populated


The fourth method is through the Vertical card:
  1. Open the Vertical card
  2. Click the Offers tab
  3. The Add a New Offer wizard will populate with the Vertical field pre-populated

Section 2: The Add a New Offer Wizard




When adding a new offer the wizard walks you through the required information. Required fields are identified by an asterik *.


Name: The name of the offer is visible to affiliates in the affiliate portal and should reference the landing page traffic is being sent to

Vertical: The vertical is the industry that the offer is categorized in

Advertiser: The advertiser is the company or individual who owns the offer or landing page where traffic is being driven

Status: An offer's status affects the level of access for affiliates. An offer can have 1 of 4 statuses:

  • Public: A public offer is visible in the affiliate portal. Affiliates have direct access to run these offers without requiring any approval by an admin user.
  • Private: A private offer will not be visible in the Affiliate Portal for any affiliates that do not have a campaign for that offer. Only an admin user can create a campaign for a private offer.
  • Apply to Run: An apply to run offer is visible in the Affiliate Portal. Affiliates can apply to run them and an admin user must approve the campaign before the affiliate has access to the links, creatives, etc.
  • Inactive: Affiliates do not have access to an inactive offer. Affiliates that did not previously have an active campaign with this offer will not see this offer in the affiliate portal. Affiliates that had an active campaign with this offer will see it, but will not be able to access it on the Campaign card.

Offer Type: There are 3 offer types in CAKE:

  • 3rd Party: 3rd party offers do not collect any consumer data. Instead, they are intended to track an affiliate's traffic to a webpage that has been built by either the user or a 3rd party advertiser. Since no data is being collected, CAKE relies on the host of the web page to fire or call conversion pixels to indicate that a paid or unpaid conversion or event has occurred.
  • Host and Post*: Host and post offers require a real-time lead sale at the time the lead is received. Host and post offers assume that the consumer is waiting for immediate feedback on the status of their inquiry. Leads sent to a Host and Post Offer have one chance to sell and unsold leads go to the Scrub Queue.
  • Hosted*: Hosted Offers don't require a real-time lead sale at the time the lead is received. If leads sent to a Hosted Offer don't sell at the time the lead is received, the lead goes to the Queue which acts as a holding place from where CAKE will continue to attempt to sell the lead until the lead expires. The review queue which acts as a secondary holding place for leads that fail validation is only available with leads sent to hosted offers and leads that are sent here are paid to the affiliate with the expectation that they will be corrected and re-sent to the queue for sale.


*Host and Post and Hosted are only available when the Lead Gen side of the platform is licensed with your CAKE instance


Offer Currency: CAKE instances come with one default currency. If an instance does not have additional currencies this field is not displayed. Users can enable other currencies by requesting them from CAKE. If an instance has multiple currencies users can choose the currency for the offer in this field.

Price Format: An offer can have 1 of 5 price formats:

  • CPA: Cost Per Acquisition. The CPA price format in CAKE is used when paying an Affiliate per conversion, whether it is a lead, sale, download, installation or any other post-click action.
  • CPC: Cost Per Click. The CPC price format pays per unique click and does not allow for a conversion/install pixel, but instead counts conversions upon every successful redirect to the offer link. If you would like to track user acquisition after the initial click you will need to utilize the Events feature.
  • CPM: Cost Per Mille. The CPM price format is used when paying an affiliate on an impression-basis, specifically per 1,000 unique impressions. For a third party offer, this price format only looks at impressions and does not allow for tracking any additional actions or events but a hosted or host and post offer set to a CPM price format will base revenue upon lead sale and allows for an impression-based cost but a lead-sale based revenue.
  • Fixed: Not to be confused with CPA, the fixed price format is used when paying an affiliate a set amount regardless of the volume of clicks or conversions. Fixed campaigns operate off of a start date which the amount is applied to billing and upon the first conversion, your stats will divide the set cost across all tracked conversions until a new fixed start date is entered.
  • Revshare: Revenue Share. The revshare price format is used when paying an affiliate a percentage of the revenue passed to CAKE by the Advertiser. With revshare offers, an additional parameter is added to the conversion pixel for a price (p=) and CAKE calculates the payout to the affiliate as a percentage of that value.

Payment Model: The payment model allowed you to determine who you should pay for the conversion when there are clicks from multiple affiliates

  • First Touch means that of all the valid Clicks (and/or Impressions should View Thru Conversions be active) that brought the user to your site, the FIRST interaction wins the commission. This tends to rewards Affiliates further out on the sales funnel and benefits email and display sources more.
  • Last Touch means the last interaction en route to sale wins, which tends to reward those just before the Conversion point, so traffic sources operating PPC, Cashback websites and Voucher Code Affiliates tend to benefit (and for cashback sites is essential). This is the most common methodology for cross-channel de-duplication and is the IAB's preferred methodology.


Received: Defines how much the advertiser intends to pay per conversion.

Default Paid: Defines the default price to be paid to affiliates per conversion. A custom payout can be defined on the campaign for different affiliates.

Offer Link: The offer link is the landing page URL to which you are directing traffic. This can be provided by the advertiser, but can also be the landing page URL for any hosted page. Regardless of the owner the offer link acts as the redirect destination for any clicks sent to that offer and can be tokenized to pass dynamic values (like affiliate ID or offer ID if a dynamic offer pixel is being used).

SSL: Check box accomplishes 3 things:

  • Modifies the generated conversion pixel format to begin with "https" making the pixel secure.
  • Forces affiliates to place a secure tracking pixel as opposed to a non-secure pixel (as we cannot sub-embed non-secure content into a secure pixel)
  • Forces a redirect through a secure version of the tracking link to ensure that the user is able to view a page with an SSL certificate installed.