Understanding CUE

Airbridge CUE provides ad attribution, along with predictions of the app user's likelihood of purchasing or churning. You can use this information to personalize app screens, CRM messages, and information about offers.

How your service uses CUECopy Anchor Link

Your server or CRM sends an app user ID to the Context API. CUE returns predictions and ad attribution for that user. You choose which values to use as conditions and what your service provides for each condition, then implement these rules in your app or CRM.

Your app or CRM displays screens, sends messages, and presents offers. Calling the Context API alone does not apply personalization.

1. Your server or CRMSends a user ID

   Sends a user ID to the Context API.

2. Airbridge CUEReturns user information

   Provides purchase and churn predictions and ad attribution.

3. Your app or CRMPersonalizes the experience using user information

   Displays screens, sends messages, and presents offers according to the rules you define.

Information in a CUE responseCopy Anchor Link

The Context API returns purchase and churn predictions in predictions and ad attribution in context.lastTouchpoint.

Purchase and churn predictionsCopy Anchor Link

CUE provides a probability and a tier for both purchase and churn. The probability value ranges from 0 to 1: 0.723 means 72.3%. The tier is low, medium, or high.

Purchase and churn predictions cover different actions and periods.

1. App installation0

2. 1
3. 2
4. 3

5. …

6. Days30

Purchase prediction windowWithin 3 days of installation

The likelihood of an order-completed event within 3 days after app installation.

Churn prediction windowAfter day 3 through day 30

The likelihood of no activity events being observed after day 3 through day 30 after app installation.

The timeline after day 3 is compressed.

Ad attributionCopy Anchor Link

Airbridge's ad attribution shows which channel and campaign brought the user to the app and which ad creative received credit.

Example adPromotion ad

An ad introducing a current promotion.

App usage

A user arrives through the ad and uses the app.

Information returned by CUEAd attribution

Channel

media_A

Campaign

promotion_A

Ad group

ad_group_A

Ad creative

video_A

Advertising keyword

None (null)

For example, you can define a rule that presents a promotion in the app or in a message to users attributed to that campaign. Combining ad attribution with purchase predictions lets you consider both acquisition context and purchase likelihood.

Personalization based on user informationCopy Anchor Link

You can use CUE predictions to decide what users see in your app, which CRM messages they receive, and who receives information about offers. For example, you can define a rule that shows products directly or sends a purchase message to users with a high purchase likelihood. For other users, you can provide an experience that helps them browse products or learn how to use your service.

CUE prediction

Purchase tierhigh

Rule you define

If the purchase tier is high

Choose an action that guides the user toward a purchase.

Your app or CRM acts

Applies the personalization rule

Shows products, sends messages, or presents offers.

When an API response is unavailable, keep the existing screen or use a default message so app users can continue using your service.

Read nextCopy Anchor Link

Use these guides to prepare your first request and define how your service uses the response:

• Follow Get Started to prepare your app, token, and test user ID.
• Read Using Context to define personalization rules and default behavior.
• See Context API for the fields and complete request and response examples needed to connect your service.