Resources · 15 working notes

Written by the people who get paged at 3am when a postback stops firing.

No thought leadership. These are the notes our campaign managers, engineers and top publishers wrote for each other — attribution arguments, fraud patterns, payout arithmetic and the debugging steps that actually find the problem.

Featured article

Featured Guides 14 min read

Last click is a billing rule, not an attribution model

Almost every affiliate contract in the market settles on last non-direct click, and almost every marketing team then reads that ledger as if it described causation. It does not. This is the long version of the argument we have with advertisers in week three of every program — with the four models we actually run side by side, what each one does to publisher payouts, and the point at which switching model costs you more in publisher churn than it gains you in accuracy.

Rohan Mehta 9 July 2026 14 min

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The library

Fifteen notes, filtered by what you're trying to solve.

Guides teach a method. Benchmarks give you numbers to compare against. Compliance notes keep you out of trouble. Product notes explain how the platform behaves. Case notes are short post-mortems from real programs.

GuidesAttribution

Last click is a billing rule, not an attribution model

Four models run side by side on the same 90 days of Meridian Fintech data, and what each one does to publisher payouts before you announce the change.

Rohan Mehta9 Jul 202614 min

Guides

Nine signals that a sub-ID is sending you click fraud

Interval clustering, CTIT skew, device repetition and six more patterns you can check without a vendor.

Daniel Srinivasan2 Jul11 min

Guides

Scaling native traffic without buying the same user twice

Frequency caps, widget-level blacklists and the point where incremental reach stops existing.

Aisha Kapadia25 Jun9 min

Benchmarks

EPC optimisation: the four levers that actually move it

Offer mix, landing page match, geo weighting and scrub exposure — ranked by how much each moved blended EPC across 4,800 publishers.

Aisha Kapadia18 Jun10 min

Compliance

Compliance for finance offers: what a lending creative may not say

The claims that get a creative pulled in IN and AE, the disclosures that must appear above the fold, and who carries the liability when they don't.

Priya Nair11 Jun12 min

Product

Debugging a postback that fires but never lands

Seven failure modes in order of likelihood, from redirect parameter stripping to an idempotency key you are reusing across campaigns.

Daniel Srinivasan4 Jun8 min

Benchmarks

Seasonal trends: the twelve weeks that carry half the year

Festive season in IN, Ramadan in AE, Q4 retail in UK and US — when to raise caps and when the same creative stops working.

Meera Iyer28 May9 min

Product

Reading publisher payout terms before you spend a rupee

Threshold, scrub window, NET terms, dispute period and reversal policy — the five clauses that decide whether a good EPC is actually good.

Aisha Kapadia21 May7 min

Guides

Creative testing when every variant looks like a winner

Sample sizes for CPA offers, and why a 40% lift on 60 conversions is noise.

Priya Nair14 May8 min

Benchmarks

Geo expansion: why AE converts and BR does not, yet

Payment rails, language depth and publisher supply across all 41 live geos.

Farhan Qureshi7 May11 min

Compliance

App-install fraud: click injection, CTIT and device farms

How the CTIT distribution gives away injection, and what to ask your MMP for.

Daniel Srinivasan30 Apr10 min

Server-side click ID Third-party cookie

ProductTracking

Cookieless tracking without pretending cookies still work

Server-side click IDs, first-party subdomain redirects and probabilistic fallbacks — what each one costs you in match rate, in dispute volume and in engineering time.

Daniel Srinivasan23 Apr 202613 min

Case notes

Incrementality testing on a network you do not control end to end

A six-week geo holdout on a Kavach Insurance program, the confounders we missed in week two, and the lift number we ended up defending.

Rohan Mehta16 Apr12 min

Case notes

LTV versus CPA: pricing the next flight on what users were worth

Nimbus EdTech's trial-to-paid curve, the day-41 breakeven, and how we reset CPA ceilings per geo once the cohort data arrived.

Meera Iyer9 Apr11 min

Guides

Building a media-buying stack you can hand to someone else

Naming conventions, a sub-ID schema that survives contact with reality, and the four things to document before you hire your second buyer.

Farhan Qureshi2 Apr10 min

Downloads

Templates and checklists we actually use internally.

No gate beyond an email address, and the address only ever receives the Tuesday payout digest.

Publisher payout terms checklist

Twenty-two questions to ask any network before you send it traffic. One page, printable.

PDF · 1 page · 240 KB

Sub-ID naming schema template

The five-segment convention our buyers use, with a spreadsheet that validates it.

CSV + XLSX · 86 KB

Finance creative compliance sheet

Permitted and prohibited claims for lending and insurance offers in IN, AE and UK.

PDF · 4 pages · 510 KB

Postback debugging runbook

The exact sequence our support engineers follow: verify the click ID, replay the postback against the sandbox, check the idempotency key, inspect the redirect chain, then escalate. Includes the curl commands.

PDF · 6 pages · 720 KB

FY25–26 vertical benchmark pack

Blended EPC, conversion rate, approval rate and average payout for finance, gaming, e-commerce, travel and edtech — segmented by the six largest geos on the network.

PDF + XLSX · 1.4 MB

Request the download pack See the numbers in context

Payout digest

One email a week. Numbers, not newsletters.

Every Tuesday: new offers and the payouts attached, rate bumps, geo openings, verticals that moved and any change to scrub windows. Roughly 400 words. We do not forward or resell your address, and unsubscribing takes one click.

Digest subscribers

Publishers, buyers and advertiser teams

Open rate+2.8%

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Rolling 12 issues

Published this year

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Written by campaign managers, engineers and publishers on the network

Reading is cheaper than testing

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Ask the desk directly.

The people who wrote these notes take calls Monday to Friday, 10:00 AM – 7:00 PM IST from the Delhi office. Bring the actual numbers.

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Written by the people who get paged at 3am when a postback stops firing.

Featured article

Last click is a billing rule, not an attribution model

Fifteen notes, filtered by what you're trying to solve.

Last click is a billing rule, not an attribution model

Nine signals that a sub-ID is sending you click fraud

Scaling native traffic without buying the same user twice

EPC optimisation: the four levers that actually move it

Compliance for finance offers: what a lending creative may not say

Debugging a postback that fires but never lands

Seasonal trends: the twelve weeks that carry half the year

Reading publisher payout terms before you spend a rupee

Creative testing when every variant looks like a winner

Geo expansion: why AE converts and BR does not, yet

App-install fraud: click injection, CTIT and device farms

Cookieless tracking without pretending cookies still work

Incrementality testing on a network you do not control end to end

LTV versus CPA: pricing the next flight on what users were worth

Building a media-buying stack you can hand to someone else

Templates and checklists we actually use internally.

Publisher payout terms checklist

Sub-ID naming schema template

Finance creative compliance sheet

Postback debugging runbook

FY25–26 vertical benchmark pack

One email a week. Numbers, not newsletters.

Got a question none of these answer?Ask the desk directly.

Got a question none of these answer?
Ask the desk directly.