Digital advertising is today far more measurable than it was a few years ago. The old world metrics were impressions and clicks. These days the measuring standard has changed to conversion led model. It is called cost per converted user (CPCU). This is completely ROI-focussed. It requires a strong data management platform. It enables the agency to make predictions about the kind of product a consumer may be interested in purchasing. Thus only the most relevant ads can be shown to a user, making the chances of conversion far greater. The advertiser pays the agency only when the conversion happens.

Advertising is no longer seen as a cost to the company but rather as a revenue line item. Affle uses this innovative CPCU model.