An offer is the campaign unit in Swaarm. It brings together an advertiser, a tracking URL, conversion events, payouts, targeting rules, and the publishers approved to run it.
This article covers every section of the offer form. For a task-oriented walkthrough of the full setup flow, see Set up an offer →
Creating a new offer
Go to Offers → Create+ in the top right corner.
ℹ️ When creating a new offer, only the General section is visible until you fill in the required fields and click Save. All other sections appear after the first save.
General
The General section is where you define the core properties of the offer.
FIELD | NOTES | REQUIRED? |
Advertiser | The advertiser this offer belongs to | YES |
Advertiser Offer ID | The offer ID as it appears in the advertiser's system. Also referred to as the External Offer ID.(added automatically if offer is imported via API) | NO |
Name | Name for the offer. Use the Name Refresh button to auto-format it as | YES |
Leadflow | Select leadflow: CPI, CPA, CPL, etc. Click here to see detailed information about each | YES |
Tracking URL | The advertiser's destination URL. Must include Swaarm macros. See the full list of click macros → | YES |
Preview URL | The app store or landing page URL — where the user ends up. | NO |
Creative URL | Upload or link to the offer's creative assets. For multiple creatives, use the Creatives tab instead. | NO |
Timezone | The timezone used to evaluate budgets and time-based targeting rules. Defaults to platform selected timezone. If your advertiser operates in a specific timezone and you've set hourly budget caps, align offer timezone to theirs to avoid mismatches. | NO |
Description | A rich-text description of the offer - visible to publishers in the feed API and Partner Platform. Use this to communicate key details like KPIs, restrictions, creatives guidance, or anything publishers need to know before running the offer. | NO |
KPI | A free-text field for defining the offer's key performance indicator - for example, "D7 retention > 20%". Visible to publishers. Helps set clear expectations on what quality traffic looks like for this offer. | NO |
Additional Information | Any extra details relevant to the offer — targeting notes, special instructions, or context for your team or publishers. | NO |
Note | Internal note visible only to your team. Never shared with publishers or advertisers. | NO |
Restrictions | Traffic types not allowed on this offer (e.g. No Incentivized Traffic, No Push Notifications). Shown to publishers in the Partner Platform. | NO |
Verticals | The industry category the offer belongs to — e.g. Gaming, Finance, eCommerce. | NO |
Migration ID | Used when migrating an offer from another platform. Preserves the original offer ID for reference. Leave blank for new offers. | NO |
Redirection Type | How Swaarm redirects clicks to the advertiser. HTTP 302 (default) passes the original traffic source. Meta Refresh and Javascript only show the previous redirect - used to keep traffic sources confidential. Only change this if the advertiser specifically requests a different redirect method | YES |
Attribution Type | How conversions are attributed. Server Postback (default, recommended) - advertiser fires an S2S postback. Image Pixel - attribution via a tracking pixel fired from the advertiser's page (iFrame pixel also supported). | YES |
Countries | The GEOs this offer accepts traffic from. Clicks from unlisted countries are discarded. | YES
|
Platform | The device platform this offer targets - iOS, Android, or Web. Clicks from other platforms are discarded. ℹ️ If traffic should be received both from iOS and Android, select Web. | YES
|
Tags | Labels you assign to the offer for grouping and filtering. Used in reports, automation rules (alerts, workflows), and Smart Links. | NO |
Status | Controls whether the offer is live. Set to Active before going live. Inactive offers discard all incoming clicks.
| YES |
|
| YES |
Revenue Share | When enabled, WeGet (your revenue) is taken from the | NO |
View-Through Attribution (VTA) | Enables View Through Attribution (Impression Attribution) on the offer. | NO |
Short Click IDs | When enabled, Swaarm generates shorter click IDs for this offer. Keep this off by default. | NO |
Click Save to unlock the remaining sections (Events, Payouts, Budgets, etc.).
ℹ️ Schedule Update - instead of saving immediately, click Schedule Update to apply changes at a future date and time. Useful for tracking URL or creatives updates that need to go live at a specific moment.
Events
Events define what counts as a conversion on this offer - an install, a registration, a purchase, or any other in-app action the advertiser tracks. Every offer needs at least one event configured before it can go live. For CPI offers this is typically just an install. For CPA offers you'll add one or more post-install events alongside or instead of the install.
Payouts
Payouts define the financial terms of the offer - what you receive from the advertiser and what you pay out to publishers.
FIELD | MEANING |
WeGet (Revenue) | The amount you receive from the advertiser per approved conversion |
TheyGet (Cost) | The amount you pay to the publisher per approved conversion |
Margin | Set a margin % and Swaarm will calculate TheyGet automatically |
Publisher-specific payouts can be configured when approving a publisher to the offer - useful when different publishers have negotiated different rates. See publisher special payouts →.
Configure payouts with advanced targeting. E.g. You have one offer targeting 2 different countries and each country has a different payout. Learn more about Advanced Targeting→
Budgets
Budgets let you cap the volume or spend on an offer. You can set caps for conversions, clicks, and revenue, and choose between:
Soft cap - pauses the offer when the limit is reached
Hard cap - rejects conversions that exceed the limit
Targeting
The Countries and Platform fields on the General section cover basic targeting. For more granular control, the Targeting section lets you filter traffic by:
State and city
OS version
Device type
Connection type (WiFi, carrier)
Carrier
Landing pages
By default, all traffic goes to the tracking URL set in the General section. The Landing pages section lets you add alternative landing pages and split traffic between them by percentage - useful for A/B testing creatives or offers.
Creatives
The Creatives tab is where you upload, organise, and serve creative assets for the offer. It supports creative packages (groups of related assets), individual file uploads or external URLs, and weight-based rotation to control how often each creative is served.
Key concepts:
Creative packages — group related creatives together. You can control whether they're visible in the Feed API and Partner Platform.
Upload or link — upload files directly, or add a URL if creatives are hosted externally (e.g. Dropbox, CDN).
Creative weight — assign a weight to each creative to control rotation. Higher weight = served more often. Equal weights = served randomly with equal probability.
Creative Serve Link — Swaarm generates a serve link per publisher that lets you deliver creatives directly without an external ad server. Found in the Publishers section on the Offer page.
ℹ️ For a single creative URL, use the Creatives URL field on the General tab instead of this tab.
Tracking Domain
Select a custom tracking domain for this specific offer. The selected domain will be used in the publisher tracking links shared with your traffic sources instead of the default platform domain.
Custom tracking domains are configured at the platform level first before they can be selected here. See custom domain setup →
Integrations
The Integrations tab contains offer-level connections to external platforms. Each integration is optional and independent.
Integration | What it does |
Appsflyer Import Stats | Imports campaign stats from your Appsflyer agency account into Swaarm - combine AF and Swaarm data in one place for unified reporting. ℹ️ Imported stats count towards your usage. |
Appsflyer Network Cost Upload | Passes your cost data from Swaarm to Appsflyer via the Cost API. Allows Appsflyer to show accurate ROI data on their side. ⚠️ No documentation yet -coming soon. |
Adjust Cost Upload | Passes cost data from Swaarm to Adjust. Keeps your Adjust reporting accurate without manual uploads. ⚠️ No documentation yet - coming soon. |
Conversion Forwarding | Forwards approved conversions from Swaarm to external ad platforms such as Meta or Google. Required for closing the loop on paid campaigns running through those platforms. |
SKAd Campaigns | Configure SKAdNetwork campaign settings for iOS 14.5+ attribution. Required if your advertiser uses SKAd. See SKAd Network guide → |
SKAd Postback Links | Set up SKAd postback URLs for this offer. Works alongside the SKAd Campaigns configuration. |
Editing an existing offer
To edit an offer, go to Offers → [Offer name] → Edit (pencil icon in the top right). All tabs are available for editing at any time.
⚠️ Changes to the tracking URL or events on a live offer take effect immediately. Coordinate with your advertiser before making changes that could affect conversion attribution.