Nutra — supplements, health and beauty products — runs on two dominant models: COD (cash on delivery, where you pay for confirmed orders) and straight sale. The whole economics of the vertical turns on one number: the approve rate. This page explains what really drives it, why the call center is half the funnel, and how we structure COD and sale deals with offer owners.
You submit the offer with vertical, GEOs, payout model and KPI definition.
Both sides confirm in writing what is billable, what is capped and what is prohibited.
A capped pilot on agreed sources with postback verification.
Sources and creatives are filtered by your approval data, not just conversion counts.
Volume grows only on cohorts that meet the agreed KPI.
In COD markets the user orders online and pays the courier on delivery; the billable event is the confirmed order — typically one that the call center has verified by phone. In sale (straight sale, CPS) markets the user pays online immediately, and the billable event is the paid purchase, sometimes net of refunds within a hold window. COD dominates in much of Eastern Europe, Asia, LatAm and MENA because card penetration and trust in online payments are lower; straight sale dominates in Tier-1 card markets. The models behave differently: COD brings higher order volume with confirmation and delivery losses; straight sale brings cleaner attribution with refund risk. Which model your offer runs on — and its approve economics — shapes the payout; terms are agreed per offer, individually.
Approve rate — the share of orders that confirm and, for COD, get delivered and paid — is the vertical's master metric, and most of it is on your side of the fence. The drivers, roughly in order of impact: call-center speed (leads called within minutes confirm at multiples of leads called hours later), call-center quality and local language, courier and delivery coverage in the target GEO, product expectation match between the pre-lander and reality, and only then the traffic source itself. This is why we ask about your call-center setup during the brief: a strong source cannot fix a slow confirmation loop, and the buyer's payout economics are calculated against your historical approve rate. Share that number honestly in the brief — it decides whether the deal works for both sides.
A typical nutra funnel is: ad to pre-lander (an advertorial-style page) to order form. The form must be short — name and phone in COD GEOs; every extra field cuts conversion. Upsell flows (quantity breaks, second-product offers) raise average order value but must stay truthful: fake countdowns, invented stock levels and fabricated doctor endorsements violate platform policies and consumer law in many GEOs, and they also destroy repeat purchase and brand trust. We enforce agreed creative rules on our sources: no fake news branding, no fabricated medical claims, no misleading before/after content. Compliant funnels run longer and survive platform review; deceptive ones burn domains and accounts.
Nutra GEO selection follows logistics, not just demand. COD offers convert where courier networks and cash collection are reliable; the same product can be highly profitable in one country and unshippable in its neighbor. Category rules also differ: weight-loss, potency and medical-adjacent claims face different restrictions per market and per platform. Start with one GEO where your call center and delivery are proven, fix the approve rate, then replicate. Tell us your delivery coverage and confirmation setup in the brief — we match GEOs where our sources fit and say openly where they do not.
Nutra advertising sits close to health-claims regulation almost everywhere: no disease treatment claims for supplements, no fabricated endorsements, required disclaimers in many markets. You are responsible for the legality of your product claims and creatives in each GEO; we enforce compliance on the buying side and do not run misleading funnels. Note: in licensed verticals (gambling, trading, pharma-adjacent nutra), the advertiser is responsible for holding the required licenses and following the laws of each target GEO and the rules of every traffic source. We do not help bypass platform policies or legal restrictions.
Reports, postbacks and disputed conversions are handled against written KPI terms and logs on both sides. Payout models, schedules and hold periods are agreed individually per offer and confirmed in writing before traffic starts.
It is the share of orders that confirm (and for COD, deliver and pay). It matters because payout economics are calculated against it: the same payout per order is profitable or ruinous depending on whether 60% or 25% of orders approve.
Mostly the offer side: call-center speed and quality, delivery coverage, and expectation match between ads and product. Traffic quality affects it too, which is why we reconcile approval data per source — but a slow call center cannot be fixed by any source.
Both, depending on the GEO and your setup. COD fits markets with cash-delivery logistics; straight sale fits card markets. The model and its validation rules are fixed per offer before launch.
Typically on your call-center confirmation, with delivery confirmation where your logistics provide it. Validation rules and the hold window are agreed in writing; disputed orders are reviewed against logs from both sides.
It must work against your real approve rate: payout times approve rate has to exceed the media cost per order plus the buyer's margin. Share your historical approve rate and margins in the brief — we will tell you honestly whether the economics support a pilot.
Yes, and in COD you should: caps protect your call center from overload, and overloaded call centers destroy approve rates. Caps scale stepwise as confirmation capacity proves itself.
Where your delivery and confirmation setup works and our sources fit. Give us your logistics coverage in the brief; we confirm GEO fit case by case rather than promising blanket coverage.
No fabricated medical claims, no fake news branding, no invented endorsements or countdowns. You are responsible for claim legality per GEO; we enforce the agreed rules on every placement.
Short brief — we reply through your messenger.