How to Advertise on Offerwalls: A Step-by-Step Guide

What is offerwall advertising, and how do you start?

Offerwall advertising means listing your app, service, or website as an offer on the reward pages of other sites, games, and apps, where users complete actions such as an install, a sign-up, or a first goal in exchange for points from that publisher. You pay only when the action is completed, not for views or clicks. It is a fast way to get a specific action from real people at a fixed price per result, as long as you choose an action that is worth paying for even if the user is rewarded to take it. To start, you pick one goal your best users reach early, price it per country, connect a server-to-server postback, and launch in two or three markets.

How an offerwall campaign reaches users

An offerwall is a page inside a publisher’s property, such as a rewards site, a mobile game, or a community, that lists offers from many advertisers. A user opens it, scans the titles and images, and picks something worth their time. When they finish, the publisher credits them in its own currency, such as coins or gems.

From your side, the chain looks like this:

1. You define the offer: what the user should do, how completion is tracked, which countries it runs in, and what you pay per result.
2. The network reviews the offer and shows it on the walls of its publishers.
3. Users who choose your offer complete it. The result is confirmed by a postback from your own server, or on some task walls by proof that the advertiser reviews.
4. You are charged for confirmed results, and the publisher rewards the user.

On Moonetix, the first step happens together with our team: we agree on the offer, the payout per conversion, the target countries, and how conversions are tracked, and every conversion is confirmed by your server-to-server postback.

Because the user is rewarded, this is incentivized traffic. That is not a flaw, but it changes how you design the offer. Incentivized traffic explained covers the difference from organic users and the myths around it, so this guide focuses on running the campaign.

Who offerwall advertising fits

It works best when there is a clear action that has value on its own and that someone can check. Some common fits:

It fits less well for pure brand awareness, long B2B sales cycles, and actions nobody can verify. It never fits actions that break another platform’s rules: paid app store reviews and ratings, vote manipulation, or rewarded follows and server joins where the platform forbids them. Google Play’s User Ratings, Reviews, and Installs policy bans “fraudulent or incentivized reviews and ratings”, and section 3.2.2 (x) of Apple’s App Review Guidelines says apps must not force users to rate, review, or download other apps, while allowing incentives for actions inside an app, “such as by completing a level or watching an ad” (both checked on November 4, 2026). In the US, the FTC’s final rule on fake reviews also bans buying fake indicators of social media influence, such as bot followers or views. Can you pay for app reviews? quotes the store rules in full. Moonetix’s team rejects those when it reviews an offer, as what is not allowed on Moonetix explains.

How offerwall pricing works: CPI, CPE, and CPA

Offerwalls sell results, but the result can sit at different depths. The deeper it is, the more each one costs and the less you pay for users who leave straight away.

On many offerwalls you set the price yourself as a bid, and a higher payout makes the offer more attractive next to the others on the wall. On Moonetix, the payout per conversion and the target countries are agreed with our team when we set up your integration, together with the event that counts as a conversion, such as the install, the end of the tutorial, or level 10. An offer can also have several steps (goals), each with its own payout, so you pay a little for the install and more for the deeper goal. Multi-event offers shows how to split one offer into steps, and why paying only for results protects your budget covers the risk side.

Choose a goal that predicts value

The goal is the most important decision in the whole campaign. Rewarded users do what the offer asks, so the offer must ask for something that tells you the user has a real chance of becoming valuable.

1. Look at your existing users. Which early action do your retained or paying users have in common? Finishing setup, creating a first item, and coming back on day 2 are typical candidates.
2. Make it reachable in one sitting. A goal that takes days gets few completions. A goal that takes a few minutes to an hour is realistic for most users.
3. Make it trackable. Your server or attribution tool should record it the moment it happens, so it can fire a postback. A goal you cannot measure is a goal you cannot pay for fairly.
4. Price it from its value. Estimate what a user who reaches the goal is worth to you, then work back to the most you can pay per result.

Countries and prices

A result is not worth the same everywhere, so price each country on its own. Start with two or three markets you understand, pay more where a user is worth more to you, and less where results arrive faster than you need. A simple ceiling for any country is the value of one result divided by your target ROAS. On Moonetix, you agree the target countries and the payout per conversion with our team, and these ceilings are the numbers to bring to that conversation. Cost per install by country shows what published data says about prices in each region, how to choose countries for your campaign walks through the selection, and how to set a CPA payout for an offerwall campaign turns the ceiling into a price.

Creatives: title, image, and steps

On an offerwall your ad is a small card among many. Three things decide whether a user picks it and finishes it correctly:

• Title. Short, concrete, and about the action: “Reach level 5 in our city builder” tells the user more than “Amazing new game”. Avoid hype that the product does not live up to, because disappointed users skip the task.
• Image. Use a clear image that shows the product itself, such as the game scene or the app screen the user will see, not a logo on a plain background.
• Steps. Short numbered steps, one action each, and a clear finish line that matches the event your tracking reports. Users who know exactly what counts finish more often and ask for help less. This is where most offers win or lose.

Reliable tracking is part of your creative too. Users remember offers that credited them and skip advertisers whose offers did not, so test your postback end to end before launch.

Measure retention and ROAS, not completions

A completed offer is the start of the measurement, not the end. Track the users each campaign brings in your own analytics, by country and by goal:

• Cost per confirmed result: what you paid for each conversion.
• Day 1, day 7, and day 30 retention: the share of those users who come back.
• Cost per retained user: spend divided by the users still active after a week or a month.
• ROAS: revenue from those users divided by what you spent on them, over a period you trust, such as 30 or 90 days. What is ROAS? shows the calculation.

Pass the click ID from the offer link through to your own records, so you can follow each campaign’s users in your analytics. Click ID and sub ID explains how. Use it only to measure the campaign, never to contact or profile individual users.

Fraud protection: review, traffic checks, and postbacks

Any channel that pays per result attracts people who try to fake results. Offerwall advertising handles that in layers:

• Offer review. Every Moonetix offer is checked by our team before it goes live, which keeps misleading and prohibited offers off the wall.
• Traffic checks. Users must be real people on publisher properties. The Moonetix offerwall blocks VPN, proxy, Tor, and datacenter traffic, and end users must be at least 16.
• Postback confirmation. Conversions come from your own server-to-server postback, so only events your system records are counted. What is a postback URL? explains the mechanics.
• One reward per user. Count each goal once per account on your side, so the same person cannot be paid twice for it.

One rule keeps this fair for everyone: fire the postback for every user who genuinely reached the goal, and only for them. Tracking that misses honest users drives careful users away from your offers.

How to launch your first offerwall campaign, step by step

1. Write down the value of one result. What is a user who reaches your goal worth to you over 30 or 90 days?
2. Pick one goal that your best users reach early and that you can check.
3. Choose two or three countries and a price per result in each below your ceiling.
4. Set up tracking: make sure your server or attribution tool can fire a server-to-server postback when the goal is reached, and test it end to end.
5. Prepare the listing: a short title about the action, clear steps, and an image that shows the product.
6. Set limits: a total budget and a daily cap where the network offers them, so a busy day cannot surprise you.
7. After one to two weeks, compare cost per retained user by country, move budget to the best markets, and adjust the goal or the price where results are weak.

On Moonetix, we work through the goal, the countries, the payout, and the tracking with you directly, and our team reviews the offer before it goes live. Advertising on Moonetix explains how that works.

Frequently asked questions