Marketers have spent years optimizing for installs, clicks, leads and ROAS. Affle wants to push performance further: what did you actually convert?
That is the focus of CPCU, cost per converted user, and my conversation with Sameer Sondhi, CEO, North America & Chief Strategic Investments Officer at Affle.
Sameer argues that conversion can’t stop at acquisition or re-engagement. The job is to close the loop around the marketer’s business objective and measure whether the user actually did what mattered.
At the same time, Affle is aiming for 10X growth, with North America a major focus. After building globally across Southeast Asia, Latin America, emerging markets and North America, the company is investing more aggressively in developed markets, expanding Newton, pursuing acquisitions and building toward its own SDK and exchange marketplace across mobile, CTV and potentially web.Sameer and I get into:
• Why CPCU gives marketers a clearer definition of performance• Why acquisition is only one step in the conversion journey• How Affle connects UA, re-engagement, CTV and full-funnel measurement• Why North America is central to the company’s next phase of growth• How Newton fits into Affle’s broader performance strategy• Why acquisitions, an owned SDK and an exchange marketplace are part of the 10X plan• How deeper ownership of the stack can improve measurement, fraud detection and ad quality• Why partner selection matters more as performance marketing becomes more complex
I have also covered CPCU with Newton leaders, who break down how the model works in practice: marketers pay for the conversion goal achieved, whether that is an order, subscription or first-time deposit, while Newton takes on the performance risk.
Affle’s bet is clear: performance should be judged by converted users and business outcomes, not simply by how efficiently you bought the traffic.
If you are rethinking UA, measurement or what full-funnel performance should look like now, listen in.
