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Lead GenerationAugust 6, 20262 min read98 views

Funnel recipe: premium weighted buyers plus RevShare CPA floor

Protect CPL premiums first, then let zero-bid RevShare partners monetize leftovers without poisoning the top tier.

Funnel recipe: premium weighted buyers plus RevShare CPA floor

You want premium buyers to see volume first — and you still want a second chance at revenue when they all pass. This recipe uses Advanced distribution: a weighted premium tier on top, and a zero-floor RevShare CPA tier underneath.

The problem

If you drop a $0 CPA / RevShare buyer into the same Highest Bidder pool as CPL buyers, one of two bad things happens: the CPA never wins, or it “wins” on a deferred value that may never realize while crowding out cash buyers. Tiering fixes that.

What you need

  • The campaign's distribution step set to Advanced
  • Premium buyers with real CPL (or ping) economics
  • RevShare / CPA buyers with Buyer type = CPA, price 0, and a confirmation window
  • Postback handling so CPA wins move from pending to sold or rejected

Build it

  1. Open the campaign's Distribution tab, find the How leads get sold card, open the last step (Everything else), and set its strategy to Advanced.
  2. Create Tier 1 as Weighted. Add your premium buyers and set weights (for example 50 / 30 / 20).
  3. Set Tier 1’s floor to your premium minimum (or 0 if premiums can bid freely).
  4. Create Tier 2 as Weighted with floor = 0. Add the RevShare CPA buyers here only.
  5. Confirm each CPA buyer has a confirmation window and inbound conversion postbacks configured.
  6. Caps and schedules: keep premium caps honest; give RevShare buyers room without letting them starve premiums.
  7. Send test leads: one premium accept path, one all-premium-reject path that should land PENDING on a CPA buyer.

Expected behavior

  • Premium tier runs first; weights converge toward your split over volume
  • Only declines (or filter misses) fall to Tier 2
  • CPA wins book PENDING at $0 until the partner’s conversion postback arrives, then sold or expired/rejected
  • CPL wins still fire the normal sold path at delivery

Edge cases

  • Positive floor on Tier 2 filters out zero-bid CPA buyers — keep that floor at 0
  • A late-added weighted buyer can see a catch-up burst until shares level out
  • Do not put CPA buyers in the premium Highest Bidder pool “just to try”
  • If one supplier's traffic should skip the premium tier entirely, that is a routing question rather than a tiering one: add a step above Everything else for that supplier and give it its own strategy and buyer list

What’s next

Pair this with validation gates so junk never reaches either tier, and watch pending age so slow CPA partners do not park margin forever.

Frequently asked questions

Put them in a lower tier of their own rather than in the same pool. Premium buyers run first, and only leads they all decline fall through to the conversion priced tier.

Their tier has a floor above zero, so a zero bid is filtered out before it can win. Set that tier's floor explicitly to zero.

Pending, at zero, until the conversion postback arrives. It then moves to sold, or is rejected or expired if the buyer declines or the window closes.

The counter measures share of leads won over the campaign's history, so a new buyer starts maximally below its target and receives catch-up volume until it levels out. The first day is not representative.

It does not. Fallthrough happens on rejection at the moment of delivery, not on a conversion that fails later, which is why conversion priced buyers belong below your delivery priced ones.
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