Why affiliates are breaking your attribution reporting and how to fix it

In a first click attribution model, all credit for a sale or conversion is given to, as the name suggests, the very first channel that a customer interacted with – their first click. Effective marketing attribution offers valuable insight into how your customers interact with your brand, and how your marketing efforts are influencing buyers. This enables you to alter your marketing tactics to better cater to the needs and behaviours of your customers, as well as to get full credit for the impact of your work. We understand that attribution is a big challenge, especially if you’re running multi-channel marketing campaigns. Now it’s time to look at how we applied all of this to a real world situation in order to make the right decisions about your marketing budget and media spend.

You can then start to take steps to attribute success to your display campaign. This might mean using the first click model to purely see conversions driven by a first interaction with a display ad, or it might mean using position based to understand the introduction and conversion stages of the journey. The reality could be that the above user only searched for your brand because of that display campaign. Therefore, you need an attribution model that identifies and attributes that success – so that you can assess and understand the value of all your marketing.

Real Attribution: More than simply splitting commission

This model is particularly useful if you are running seasonal or sale based activity. You don’t want to cloud your data with old interactions, you want to see how your latest promotion is contributing to your conversions. It prevents your conversions stacking up as direct, with all your marketing channels showing no success. In this section, we’ll use the example journey to explain how the 5 most common attribution models would measure success – where they would attribute the conversion. Before we get into the nitty gritty of our 5 attribution models, let’s take a look at a hypothetical conversion journey. Included are 5 examples of attribution models, with an explanation of how each of those would measure an example conversion journey.

  • Because of this you can see pretty quickly what works and what doesn’t.
  • And through this model, it forces the market to push the boundaries, to seek out new ways of converting clicks into customers.
  • With the linear attribution model, the proportion of conversion and turnover is assigned equally to all channels of the customer journey.
  • The second phase, they start moving the CPC/CPM commissions to CPA by removing the exception and paying these publishers on a performance basis as well.
  • Well thought-through multichannel marketing is often the basis for success in online business.
  • Here are ten questions a customer can ask about your digital service provider.
  • With our top 100 advertisers we often have direct contact to discuss collaborations in detail, this switches very nicely for both the advertiser and our sales team, communication is the key.

Here, the first and last contact points are rated higher than the others. Both the beginning and the end of the purchase process are attributed fixed monetary shares . Different values are assigned to different contact points depending on the attribution model. The models help to determine which channels are the most important and therefore which need to be prioritised.

The future of affiliate marketing – why content reigns in 2020 and beyond

A marketing channel with a CPA of £1,000 doesn’t sound very appealing. If you want to know which channels are delivering at the top of the funnel, first click will give you the insight you’re after. If the Last Click model is the least insightful then the First Click model is a close small business marketing system second. First Click Attribution gives all credit to the initial point of contact and essentially ignores the rest. Going back to our example, Google Pay-Per-Click would get all credit for the transaction under the First Click Attribution Model and the other three would get nothing.

affiliate attribution model

Achieve optimal targeting of publishers’ audience by assigning relative weights to operating categories. Create an appealing model for publishers matching the defined target group. The type element attributes the fraction of commission for the relative weight of involved site types. It allows prioritisation of particular site types without the need to exclude any publisher type.


Anyone who has a job that is minimally related to this sector will know more or less about explainingWhat is the SEM? Or theEmail marketing, but the thing changes when it comes to affiliation Marketing. Few agencies have specialists in this area https://xcritical.com/ and there is not much information on the net. Again, you see an Instagram ad for the shoes you like, you click through but leave without buying anything. Then when you receive the marketing email, you decide to click through and buy the shoes.

affiliate attribution model

Publishers earn their commissions while advertisers remunerate based on performance – when transactions are completed. This opens-up doors for renewed cooperation with the largest publishers which, until today, have only worked on CPM, CPC or fixed fee commission models. Advertisers are increasingly looking for relevant publishers who create fresh new content and come up with new concepts to boost performance. However, they’re often confronted with payment of fixed fees, CPC or CPM due to their upper-funnel focus. Attribution-enabled campaigns see a huge uplift in activity from these publisher types, resulting in significant performance and revenue increase. Real Attribution creates the ultimate opportunity to bring back the vast number of publishers who’ve parted with affiliate marketing over time, since they were unable to compete for the last-click position.

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