Overview

No equation can be solved without knowing all the variables. Hence, your marketing success starts here, with understanding how Everflow's core entities work together.

Let's explore the essential building blocks that you will use to build and scale your performance marketing program.

Advertisers

At the heart of every successful campaign stands the Advertiser—the brand or company that owns the products being promoted and pays the Partners for successful Conversions.

For example, when you're Spotify promoting Premium subscriptions or Airbnb driving host sign-ups, you're operating as the Advertiser.

Offers and Partners

Offers

An Advertiser has to create a campaign to promote a product or a service. In Everflow we call that an Offer.

Each product or campaign you're tracking gets its own dedicated Offer, complete with customized tracking links for your Partners.

Here are some examples:

• DoorDash's $5 off on $20 order
• HelloFresh's meal subscription promotion
• Your local store having 40% off bouquets for Mother’s Day

Partners

‍Partners (also known as Publishers, Affiliates, Influencers, etc.) are your distribution channels.

They're the people or platforms that connect your offers with the right audience, including:

• Media buying platforms (Meta Ads, Google Ads, TikTok Ads)
• Content creators
• Content publishers
• Affiliate networks
• Social media influencers
• Coupon sites

Events

‍Events in Everflow are the powerful moments that transform user interest into measurable success.

Let's explore how Conversion Events work together to tell the user journey.

Base Conversion Event: Your Primary Goal

‍Every Offer has a foundational goal—we call this the Base Conversion Event.

This is the key action that drives your campaign's success, such as:

• A completed purchase on your ecommerce platform
• A successful subscription to your streaming service
• A submitted application for your fintech product

Additional Conversion Events: Deeper Engagement

‍Beyond the primary goal (before or after), Additional Conversion Events help you understand the full scope of user engagement.

These might include:

• Newsletter subscription registrations
• Account creation milestones
• Product tutorial completions
• Premium feature activations
• All the upsells and cross-sells

Flexibility of Event Tracking

‍Everflow gives you the power to track events in ways that match your business needs and goals:

Offer-Level Events

‍Perfect for tracking unique conversions specific to individual Offers. For instance:

• Tier upgrades for your streaming service
• First deposits in your banking app
• Course completion in your education platform

Advertiser-Level Events

‍Ideal when you need to track consistent actions across multiple offers.

Think:

• You use CRMs like Hubspot and track consistent action across all your Offers
• Newsletter signups across all your campaigns
• Account creation across various promos
• Loyalty program enrollments

It saves a lot of time to focus on growth and reduce manual work since you don't have to recreate the same event multiple times.

The Power of Connection

‍The true strength of Everflow lies in how these components interact. If you are a Brand, you don't need to set up an Advertiser since you are one. But if you are an Agency, for example, you might work with several Advertisers and you will definitely want those in your Everflow instance.

So if you're skipping Advertisers, start with either Partners or Offers based on your strategy—the prescribed sequence will depend on your business.

What matters is understanding how each piece supports your larger marketing vision:

• Advertisers provide the foundation
• Offers establish campaigns and serve as a starting point for tracking
• Partners drive traffic, whether they are Media Buying platforms or content creators
• Events can help you see the full user journey to optimize your success