Affiliations is the Developers Console’s campaign-attribution tool. It creates a unique, UTM-tagged URL for each promotion so you can see which sources generate installs, active users, and revenue.

It is not a system for recruiting or paying affiliates. Its purpose is to connect each acquisition campaign with its results.

Create a Unique URL for Every Campaign

Open Affiliations in the Overwolf Developers Console and select Create campaign URL. For each campaign:

1. Select the source: App, Influencer, Social media, Google, Twitch, or YouTube.
2. Confirm the campaign medium. It is assigned automatically and cannot be edited.
3. Enter a clear campaign name.
4. Choose whether the link should open the app installer or your Overwolf App Store page.
5. Add a description and create the URL.

Use a separate URL for every source or placement you want to measure. For example, give each influencer their own link rather than using a single shared influencer URL. A simple naming pattern such as creator-name-launch or youtube-feature-update will make campaigns easier to identify later.

The target depends on the campaign. Use the installer when the user is ready to download. Use the app page when they may need to review the app’s description and other information first.

Learn how to create and manage affiliation URLs.

Look Beyond Install Volume

Campaign statistics let you evaluate more than the number of downloads:

• Installs show how many installations the campaign generated.
• Uninstalls and DAU provide additional context about what happened after installation.
• Gross revenue and average revenue per DAU show the revenue attributed to those users.

A campaign with the most installs is not automatically the strongest campaign. Compare its installs with subsequent activity, uninstalls, and revenue before deciding whether to repeat or expand it.

Statistics can be viewed across all campaigns or for a selected campaign. Some daily metrics support views covering the last 30 or 180 days, and statistics are unavailable until the campaign has generated data.

Campaign names and descriptions can be edited. They can also be activated, deactivated, and archived from the console. Keep a link active for the full period you want to measure: data from deactivated links is not aggregated in campaign statistics. Archive campaigns once they are finished and no longer need to appear in your current campaign list.

Use House Ads for Activation Before Cross-Promotion

House ads appear inside your app’s standard ad container when no programmatic ad is available. This means they are not a way to acquire your first users.

For both a new and existing app, use house ads to introduce an overlooked feature, invite to your Discord server, open a tutorial, or promote an offer without leaving an unfilled ad placement. A house ad can include a click-through link or trigger an in-app action through an event listener, such as opening a specific screen or feature.

House ads can be configured globally or for selected regions. An active regional ad overrides the global ad in those regions, making regional ads useful when an offer, coupon, or price differs by country.

If you later operate multiple apps, house ads can also support app-to-app promotion within your portfolio. Create an affiliation campaign with App as its source and use its generated URL as the house ad’s click-through link to attribute performance to that placement.

House ads must not be used for external advertising campaigns. They also will not appear when the user has an active ad blocker.

Where to Go From Here

Put your first measurable acquisition campaign live:

1. Open your app in the Overwolf Developers Console.
2. Go to Affiliations and select Create campaign URL.
3. Choose the source, name the campaign, and select the installer or app page as its target.
4. Publish the generated URL in that campaign.
5. Keep the link active while the campaign is running.
6. Review its installs, uninstalls, DAU, and revenue once data becomes available.
7. Create a separate URL for every additional source or placement.

To activate a house ad, open House Ads → Ads control, select an ad size, and choose Edit. Upload a global or regional creative, add an optional link or event name, activate the ad, and save.

The Practical Takeaway

Use Affiliations to identify which campaigns bring users who install, remain active, and generate revenue, not simply which campaign produces the most downloads. For your first app, use house ads differently: turn unfilled ad inventory into useful prompts for existing users, such as feature discovery, tutorials, or offers.
App-to-app promotion becomes relevant later if you build a portfolio.