Customer Value - Everflow Helpdesk

Move beyond tracking single conversions. This guide teaches you how to use the Customer Value feature to track a user's entire lifetime value. Follow our step-by-step walkthrough to build rules that automatically award bonuses to partners who deliver high-value customers (e.g., users who make multiple deposits, complete trades, or are from specific regions).

Overview: Tracking Beyond the First Click

Standard affiliate tracking is excellent at answering one question: "Did my partner drive a conversion?"

But what if you have more complex, high-value questions?

"Which partners are sending me users that make multiple deposits?"
"How can I pay a bonus only when a new user is from a specific country and deposits over $200?"
"How do I identify and reward affiliates who bring in 'whales' or high-value traders?"
"Can I set up a bonus for iGaming partners who send users that reach 'Level 10'?"
"How can I offer one partner a 10% RevShare rate, but only for their first 30 days?"

This is where Customer Value comes in. It's an advanced feature that moves beyond tracking single conversions and allows you to track the entire lifetime value of an individual customer.

You can track a user's behavior across multiple events, offers, and partners. By combining data points (like geo, deposit_amount, or level_reached), you can build rules to automatically apply special payouts or bonuses when a user's combined activity meets your high-value criteria.

This guide is for:

Affiliate Managers who want to create sophisticated bonus structures for high-value verticals like Finance, Gaming, or Betting.
Agency Owners who need to track deep-funnel events (like deposits and trades) instead of just sign-ups.
Developers who will be implementing the required tracking parameters.

You can track a user's behavior across multiple events, offers, and partners. By combining data points (like geo, deposit_amount, or trade_value), you can build rules to automatically apply special payouts or bonuses when a user's combined activity meets your high-value criteria.

Note This feature was previously known as "User Management" (or "USM"). The new name, Customer Value reflects its purpose and includes a completely revamped, more logical interface.

This guide is for:

Affiliate Managers who want to create sophisticated bonus structures for high-value verticals like Finance, Gaming, or Betting.
Agency Owners who need to track deep-funnel events (like deposits and trades) instead of just sign-ups.
Developers who will be implementing the required tracking parameters.

Guided Walkthrough: The "High-Value Trader" Bonus

Let's use a "Guided Walkthrough" to explain the feature. This is the clearest way to see how the components work together.

The Scenario

You are an Affiliate Manager for a financial trading platform.

The Obstacle (Problem)

You currently pay a flat $50 for every "New Sign-Up." You realize you're paying for many low-quality users who sign up but never deposit or trade. You want to stop wasting this budget and instead use it to aggressively reward affiliates who deliver actual, high-value traders.

The Goal

You want to create a new rule that automatically pays a one-time $200 bonus to an affiliate only when their referred user meets all three of these conditions, in any order, over their lifetime:

Is from a Tier 1 Geo (e.g., 'EU1').
Their total deposits exceed $200.
They execute at least one trade of $100 or more.

The Path (How-To Guide)

Here is the step-by-step path to build this rule in the new interface.

Create Your Custom Data Points

First, you must define the variables you want to track. These are your Data Points.

Navigate to Customer Value -> Custom Data Points.

Click Data Point.

Create the three Data Points needed for our rule:

Data Point 1 (GEO):

Name: GEO

Data Type: Text (This will give you text-based options like "is an exact match").

Parameter Name: geo

Data Point 2 (Deposit):

Name: Deposit

Data Type: Number (This will give you numerical options like "is greater than").

Parameter Name: deposit

Data Point 3 (Trade Amount):

Name: Trade Amount

Data Type: Number

Parameter Name: usm_num (You can name this whatever you like, e.g., trade_amount).

Build the Payout & Revenue Rule

Now, let's build the logic that uses those Data Points.

Navigate to Customer Value -> Payout & Revenue Rules.

Click Rule.

Part A: General (Tab 1) - Fill in the top-level details.

Name: High-Value Trader Bonus (EU1)

Status: Active

Scope: This new section replaces the old "Aggregation Level." For our goal, we want to look at the user's total history, so select Conversion Event Grouping: All Together.

Apply Rule To: Select the specific Advertisers or Offers for your trading platform.

Part B: Timeframe (Tab 2) - This defines the timeframe for the rule.

Rule Duration: Select No for Start Date and End Date to have it run continuously.

Goal Cycle: Select Continuous. This replaces the old "Global" setting and means the data will accumulate over the user's lifetime and never reset.

Select From First Conversion and set a duration (e.g., 365 Days) or select For Rule Duration to make it truly global. For this example, we'll choose For Rule Duration.

Part C: Behavior (Tab 3) - This is the core logic builder where you define your "IF" conditions and "THEN" outcome.

Set Goal Conditions: Toggle this to Yes.

Define Conditions: We will add our three conditions using "AND" logic.

Condition 1 (GEO):

Apply Condition To: Metric: Custom Data Point

Custom Data Point: GEO (Text)

Condition Logic: Any Value

Operator: Exact Match

Value: EU1

Click + Condition.

Condition 2 (Deposit):

Apply Condition To: Metric: Custom Data Point

Custom Data Point: Deposit (Number)

Condition Logic: Sum of Values

Operator: Greater Than

Value: 200

Click + Condition.

Condition 3 (Trade Amount):

Apply Condition To: Metric: Custom Data Point

Custom Data Point: Trade Amount (Number)

Condition Logic: Any Value

Operator: Greater Than

Value: 100

Goal Achievement Outcome:

Outcome Frequency: Select Once per Customer. This makes it a one-time bonus.

Select an Outcome: Choose Custom Payout.

Payout Type: Fixed Payout

Cost Per Action (CPA): $ 200

Click Save.

The Result (Verification)

You now have a rule that will automatically fire a $200 bonus payout, but only on the conversion that completes the third and final condition.

You can verify this in two ways:

Conversion Events Report: This is your primary debugging tool. Navigate to Customer Value > Conversion Events Report. Enter a specific User ID to see a complete log of their activity, all Data Points received (like geo, deposit, etc.), and which rules were applied.
Standard Conversion Report: When the rule successfully fires, a new conversion (or an adjusted one) will appear in your standard reports. The Rule name will be listed with the conversion, confirming it was applied.

🛠️ Developer Implementation (Crucial)

This feature will not work until your advertiser (or you, if you are the brand) updates the conversion tracking to pass the user_id and your new custom Data Point Parameters.

The user_id is the unique key (like an email, customer ID, or phone number) that links all actions to a single customer.

Pro Tip! The "Swiss Cheese" Model

You do not need to pass all parameters on every conversion. The Customer Value system accumulates data like a "Swiss cheese." Each conversion can pass different pieces of data, and the system will hold them until all conditions for a rule are met.

A user's first conversion (Sign-up) might only pass: user_id=cust_778&geo=EU1

Their second conversion (Deposit) might pass: user_id=cust_778&deposit=150

Their third conversion (Another Deposit) might pass: user_id=cust_778&deposit=75

Their fourth conversion (First Trade) might pass: user_id=cust_778&usm_num=120

On that fourth conversion, the system looks at the user's history, sees all three conditions are finally met (Geo is EU1, Deposit sum is $225, Trade is > $100), and will fire your $200 bonus.

Below are examples of how to pass the user_id and our new parameters. Server Postback (S2S) Add the parameters to your postback URL. JS SDK Conversion Script Add user_id to the main object and custom Data Points inside the parameters object.

More Use Cases: Gaming & Fixed-Time RevShare

The "High-Value Trader" is just one example. Here are two more common scenarios to show the flexibility of Customer Value rules.

Use Case 1: The "iGaming Level-Up" Bonus

The Scenario: An Affiliate Manager for an iGaming app wants to reward partners who send users that engage with the game, not just install it.
The Goal: Pay a $25 bonus, but only when a user (from any partner) reaches "Level 10."
The Solution (Summary):
1. Custom Data Point: Create a Number Data Point named Level Reached (parameter: level).
2. Payout Rule: Create a new rule named "Level 10 Bonus".
3. Behavior (Tab 3):
  - Set Goal Conditions: Yes
  - Condition: Custom Data Point: Level Reached (Number) | Any Value | Greater Than or Equal To | 10
  - Goal Achievement Outcome: Once per Customer | Custom Payout | Fixed Payout | $ 25
The Takeaway: This rule now automatically finds the conversion where the user's level parameter is 10 or more and adds the $25 bonus, rewarding partners for player quality.

Use Case 2: The "30-Day RevShare" Override

The Scenario: An Agency Owner has a new, high-potential partner. The standard offer payout is CPA. To incentivize this partner, they agree to give them a 10% RevShare rate, but only for the first 30 days after each user's first conversion.
The Goal: Automatically apply a 10% RevShare payout for a specific partner, overriding the main offer, for a fixed 30-day period per user.
The Solution (Summary):
1. Payout Rule: Create a new rule named "Partner 30-Day RevShare".
2. General (Tab 1):
  - Apply Rule To: Select the specific Partner and the relevant Offers.
3. Timeframe (Tab 2):
  - Goal Cycle: Continuous
  - Select: From First Conversion
  - Set Duration: 30 Days
4. Behavior (Tab 3):
  - Set Goal Conditions: No (This is the key: the rule applies to all activity within the timeframe, not based on a condition).
  - Apply Rule on: All Conversions (Base + Events)
  - Select an Outcome: Custom Payout
  - Payout Type: Revenue Share (RPS)
  - Percent: 10
The Takeaway: For 30 days starting from each user's first conversion, this specific partner will receive 10% RevShare on all that user's activity. After 30 days, the payout reverts to the offer default.

Key Improvements in This Revamp

If you've used User Management before, you'll notice several powerful UI and UX improvements designed to make this process more logical and intuitive.

Smarter Conditions: The "Conditions" builder is now "smarter." Choosing a Text or Number Data Point instantly filters the available operators (e.g., Exact Match for Text vs. Greater Than for Number).

Clearer Scope: We replaced the confusing "Aggregation Level" with a plain-English "Scope" section that asks howyou want to group events (e.g., "All Together" or "Separately By").
Logical Timeframe: We replaced the old "Time Period" with "Goal Cycle," making the "Recurring" (e.g., weekly) vs. "Continuous" (e.g., global/lifetime) logic much clearer.
Dynamic Data Point Creation: You can now add new Data Points directly from the Rule creation page. If you forget a parameter, you no longer have to leave your workflow.

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