# Understanding CUE

Learn what ad attribution and predictions mean and how your service uses CUE.

Source: https://cue.airbridge.io/docs/en/introduction
Language: en
Updated: 2026-10-16

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 CUE

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.

How your service uses CUE

Your server or CRM
Sends a user ID

Sends a user ID to the Context API.

Airbridge CUE
Returns user information

Provides purchase and churn predictions and ad attribution.

Your app or CRM
Personalizes the experience using user information

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

## Information in a CUE response

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

### Purchase and churn predictions

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.

Purchase and churn prediction windows

App installation0

1
2
3

…

Days30

Purchase prediction window
Within 3 days of installation

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

Churn prediction window
After 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 attribution

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

Connecting an ad to app usage

Example ad
Promotion ad

An ad introducing a current promotion.

App usage

A user arrives through the ad and uses the app.

Information returned by CUE
Ad 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 information

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.

Use predictions as conditions for personalization

CUE prediction

Purchase tier
high

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 next

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

* Follow [Get Started](/docs/en/quickstart) to prepare your app, token, and test user ID.
* Read [Using Context](/docs/en/guides/using-context) to define personalization rules and default behavior.
* See [Context API](/docs/en/reference/context-api) for the fields and complete request and response examples needed to connect your service.