What Is the Difference Between SOI and DOI Offers?

Hello, community! There are quite a few payment models in media buying. Today, we’re going to talk about the ones where getting a conversion seems like the easiest task of all. But there’s a downside: low payouts. More on that in a moment. 

Before we get started, a quick reminder that we’ve already covered what sweepstakes are. You’ll soon see why we’re referring to that particular article. Enjoy the read! 

What Are SOI and DOI Offers?   

Let’s start with the basics. SOI and DOI offers are those where, to generate a conversion, users need to complete a few simple actions: 

1. Simply enter their email address. 
2. Or also confirm their details by following a link. 

That’s where the difference between SOI and DOI lies. With SOI (Single Opt-In), a conversion is counted as soon as a user fills out a form. DOI (Double Opt-In), on the other hand, requires the user to take an additional confirmation step, usually by clicking a link in an email.  

Which Verticals Use SOI and DOI Offers?   

There are certain niches where these offers appear most often, and it makes sense. After all, in gambling, for example, nobody is going to pay us just because a user leaves their details. There’s simply no point in that. 

In the sweepstakes mentioned earlier, however, things are completely different. To enter a giveaway, users usually only need to leave their contact details. That’s why SOI and DOI offers are so common in this vertical. The payout per conversion isn’t particularly high, but getting a conversion is much easier because very little is required of the user. 

Another vertical where offers like these frequently appear is dating. This approach is most common among new projects trying to build their initial audience. That’s why newer platforms are willing to pay even when a user simply fills out a profile. 

Overall, SOI and DOI offers are among the foundations of lead generation. Some advertisers are willing to pay even when users haven’t spent any money.  

How Much Can You Earn With SOI and DOI Offers? 

Let’s get straight to the drawback of this model: the payouts. They depend on the specific offer, but in most cases, we’re talking about small amounts. 

For sweepstakes, an SOI conversion can bring in anywhere from $0.10 to $3. With DOI offers, the payout may be higher, reaching $4.  

Dating is a more generous vertical, though. Here, you can get up to $6 for a confirmed profile. Such high payouts, however, are generally found only in Tier-1 countries, where traffic costs are considerably higher as well. 

In more “budget-friendly GEOs,” things are less attractive. On average, advertisers are willing to pay up to $1 per conversion. That’s why media buyers often choose free traffic sources when working with SOI and DOI offers. 

Pros and Cons of SOI and DOI Offers  

Let’s also look at the strengths and weaknesses of these offers. We’ll start with SOI: 

Advantages 

1. A simpler funnel: fewer steps before conversion. 
2. Usually a higher CR. 
3. Faster testing of creatives, landing pages, and traffic sources. 
4. Often suitable for cold traffic. 

Disadvantages 

1. Dependence on the advertiser’s rules for lead verification and anti-fraud checks. 
2. The payout per conversion is often very low. 

As for DOI offers, here’s how things look:  

Advantages 

1. The email address is confirmed by the user. 
2. Potentially higher lead quality for the advertiser. 
3. Sometimes a higher payout for a confirmed conversion. 
4. Fewer accidental sign-ups, with some fraudulent registrations filtered out, which benefits advertisers. 

Disadvantages 

1. A user may not open the email or click the link, so we can lose leads. 
2. A lower CR when conversion is measured from the initial click through to confirmation. 
3. A longer user journey and a more difficult funnel to optimize. 

So there’s really only one conclusion to draw. Even when a conversion seems easy to obtain, with DOI we still risk losing a lead that was almost ready to convert. With SOI, meanwhile, the payout may not always cover our costs.  

Conclusion 

SOI and DOI offers are a straightforward way to get conversions because users are required to take very few actions. However, this simplicity comes at the price of low payouts.  

SOI has a simpler funnel and usually a higher CR, while DOI can deliver a higher-quality lead but carries the risk of losing users at the confirmation stage. So the right model depends on your traffic source, GEO, and audience acquisition costs. 

Have you ever worked with offers like these? Share your experience in our Telegram community, where we always discuss the most important topics in media buying! 

Best regards, your Geek! 

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