Kit Ads operates on a cost-per-click (CPC) pricing model. You are only charged when a real human clicks on your ad. We filter out bots, security scanners, and web crawlers using sophisticated heuristics—including but not limited to click speed, click proximity, IP address, and user agent analysis—so the clicks you pay for represent genuine engagement from real subscribers. Payment is made after the campaign concludes, once we confirm the verified number of human clicks your campaign delivered. You will only be charged for what is actually spent.

Payment is due upon receipt of invoice. Any amount that remains unpaid 30 days after its due date will bear interest at 1.5% per month. Full payment terms are outlined in the insertion order.

You pay after the campaign. Once we've confirmed the verified click count, we'll invoice you for the actual amount spent. You will never be charged for undelivered budget.

You will only be charged for what is actually spent. If your budget doesn't fully deliver, you can apply the remaining amount to a future campaign, or we'll simply invoice you for the actual spend.

We do not currently offer specialized agency or volume pricing. Pricing is dictated by the CPC rate, which determines the creator payout. We recommend a minimum CPC of $1.50, though the $2.00–$3.00 range is where we typically see the most engagement from our publishers.

Our operations team actively monitors your campaign and reviews performance reporting throughout the campaign's duration. We track budget pacing on a weekly basis against your total campaign budget, monitor CPA performance per creator, and make adjustments each week when we send out new offers. If a creator is delivering strong results below your CPA target, we'll increase their volume. If a creator is underperforming, we'll reduce or pause their placements. We also use carryover budget logic—if a given week under-delivers, the remaining budget is redistributed across future weeks to ensure full delivery.

Typically, you cannot adjust the campaign budget mid-campaign. If you need to reduce your budget, please let us know and we will pause the campaign if possible. If you'd like to extend your budget, we will submit a new insertion order. Any changes are made at our discretion and depend on the current stage of offers and fulfillment, since we may already have accepted offers in progress that we're committed to delivering.

We typically need at least two weeks of lead time before launch. This gives us time to collect your creative, prepare the campaign, and ensure we're ready to launch with success on day one.

Absolutely, and we highly recommend it. Just let our team know about any key dates or events so we can adjust creative and be strategic about the offers we send in order to maximize the traffic you're getting around your specific dates.

You'll receive weekly reports from our team that cover how spend is pacing and where we stand against your CPA goal. We will also request conversion reports from you on a weekly basis. These conversion reports are used to optimize the campaign in real time, so timely reporting from your side helps us deliver better results.

We track performance across several dimensions including impressions, clicks, click-through rate (CTR), cost-per-click (CPC), cost-per-acquisition (CPA), and budget pacing. All click data is filtered using our proprietary click tracking filter, which removes non-human interaction from sources like Apple Mail Privacy Protection and other proxy services. For conversion tracking, we offer postback and landing page scripts that track conversions by click. We also request conversion reports via CSV that are tied back to our unique IDs passed through your landing page. Specifically, we use UTM parameters and sub-IDs to pass a unique identifier that we can tie back to conversion information in order to attribute conversions accurately. We will confirm before the campaign starts which UTM parameters or sub-IDs are available for us to use. We track performance at the campaign level, the insertion level (time-based segments within a campaign), and at the individual creator level so we can see exactly where your results are coming from.

Yes. We filter all non-human interaction (NHI) from your click counts. Our filtering uses multiple heuristics including but not limited to click speed (how fast after email delivery), click proximity (how fast after a previous click), IP address analysis, and user agent detection. We've validated our filtering against industry-leading third-party tools, and our counts are consistent with their analysis. This means the clicks you see in your reports represent real humans engaging with your ad—not bots, security scanners, or web crawlers.

Ad CTR can vary based on the specific publisher and advertiser match, but in general we see ad CTRs between 0.1% and 0.2%. Our high end can be significantly higher and our low end can be lower—we're always aiming for something above 0.1%, which is typically in line with a strong match between a creator and an advertiser. If you're used to seeing higher CTRs from other platforms, it's likely because those platforms do not filter non-human interaction as aggressively as we do. This means you'll only be charged on confirmed, verified human clicks, and you won't pay for anything that might actually be non-human.

We can't predict a specific CPA for your campaign, as this is highly dependent on your specific goals, conversion funnel, offer, and landing page experience. What we can tell you is that we actively optimize toward your CPA target throughout the campaign and will share performance data weekly so you have full visibility into results.

Yes. You may use your own UTMs, and if you already have pixels or postback URLs on your landing page, we won't change those. We do request that you either use our tracking script or our postback so that we can also track conversions and use that data to optimize your campaign. We also request access to one UTM parameter or sub ID so that we can pass our unique IDs to track conversion performance.

Performance can vary significantly across creator categories, and it's heavily dependent on the advertiser, the specific offer, the conversion funnel, and the CPC rate. Rather than providing blanket benchmarks by category, our team focuses on identifying the best creator-advertiser matches for your specific campaign and optimizing from there.

We typically recommend running between one and three creatives at any given time. If you'd like to run multiple creatives, we can run them simultaneously and then, as the campaign progresses, determine which creatives are performing best and double down on those.

Yes. We can adjust creative on a weekly basis based on the next round of offers we send out. However, we cannot adjust creative after an offer has already been accepted by a creator. Since offers typically go out once a week, each week presents an opportunity to update your creative.

Yes. We recommend simple, offer-based language that drives to an eye-catching CTA. Here are our recommended creative specs:

No. Because we run ads at scale, we do not currently have a way to process bulk creator changes in a way that isn't overwhelming to our advertising partners. Your creative content (headline, description, image, and CTA) will remain as you've submitted it.

We currently support a single ad format that contains an image, headline, body, and CTA. While the ad content remains static, the ad style can change—creators may adjust the colors, font, and layout to ensure the ad looks native to the rest of their newsletter.

Yes. Campaigns can contain multiple insertions, and each insertion can carry different creative assets and even different CPC rates. This allows you to test different messaging or visuals across different creator segments and optimize based on what performs best.

You will not typically know which specific creators are running your ads at any given time. Our team targets creators based on historical performance and subscriber match. However, we track this information internally by passing unique IDs per creator, which allows us to optimize based on individual creator performance. We target creators based on their category fit and historical performance, but we do not share a list of creators for approval prior to running the campaign.

Kit Ads allows you to reach high-quality, niche audiences across a wide range of categories—from food & beverage, to tech & computing, to business & finance, and everything in between. Targeting is primarily done through creator-audience matching: our team identifies creators whose subscriber demographics and content niche align with your campaign goals. We match based on category, audience size, engagement rates, and historical performance data.

Yes. Simply let us know ahead of time which specific types of publishers you want to ensure you don't work with, and we will remove them from our targeting.

We do not have a technical minimum audience size for a campaign. We recognize that creators of all sizes can provide value, and we believe it's our job to deliver your spend with the best results possible, regardless of individual creator size.

Every creator on Kit is screened to remove bad actors or inappropriate content.

You have full control over your creative, and you can let us know which categories you don't want to run in. We will ensure your ads are not placed in those categories.

You will not be able to approve specific creators prior to the campaign running. However, if you have a pre-existing relationship with a creator and would like to ensure they are not included in our offers, just let us know and we'll make sure they aren't targeted by the campaign.

When you sponsor a creator directly, you're managing a one-to-one relationship—negotiating rates, coordinating creative, tracking performance, and handling payments individually. Kit Ads gives you access to a managed network of creators through a single campaign. Our operations team handles creator matching, campaign optimization, pacing, and reporting so you can focus on your campaign goals rather than managing individual relationships. You also benefit from our non-human interaction filtering and our conversion tracking via script and postback.

Yes. Kit Ads campaigns and direct sponsorships are independent. Many advertisers use Kit Ads to expand their reach beyond the creators they work with directly, or to test new audience niches before committing to a direct relationship. Note that Kit does not provide direct sponsorship solutions—those would need to be handled directly with the creator.

You can either apply the unspent amount to a future campaign, or we will simply charge you for exactly what was spent. We will never charge you for budget that does not deliver.

Yes. We use an insertion order (IO) that outlines your campaign terms, budget, CPC rate, and duration. We recommend a minimum of $5,000 per campaign and at least one month for duration, though we typically recommend two or more months to allow us to optimize and spend budget more effectively once we've identified your best-fit audience.

Please reach out to sponsorships@kit.com.