Affiliate Marketing Attribution: Putting the Pieces Together
Recently I have had the opportunity to support a client with their affliate marketing program. It’s an avenue that can dramatically increase sales for a company, however, it’s incredibly important to ensure the correct tracking to prevent “already occurring sales” to be incorrectly attributed to an affliate.
Most of us now that it’s important to drive the sales but with out Google Analytics
, it’s almost impossible to do this. So here’s a few thoughts I have taken from an article I read
and the challenges I have faced.
Why ‘Affiliate Attribution’ Is Hard
Partners who are managed for you may not use white hat
or appropriate marketing tactics to gain sales. This brings up a fundamental question:
How do marketers determine how much credit an affiliate should receive?
Opinions on this matter vary. When you consider how the traffic is coming from the affiliate you may need to consider the weight of what they get paid.
For example, in a last-click world affiliates that enter the purchase path towards the bottom of the funnel often hold their own. Yet those affiliates who are rewarded when brands begin measuring on a full-funnel basis incorporating impression data, many struggle to prove their incremental value as the consumer has many exposures to marketing long before they reach the affiliate site.
Another challenge is to try understand the data-driven attribution within the analytics to each different promotional campaign. The more complex the campaign (cash back, consumer rewards) the more difficult it is to attribute the effectiveness of the affiliate. Its not that the tracking is impossible but the level of difficulty and coding required increases with the difficulty of the campaign.
Affiliate Attribution and the Performance Marketing Goldmine
Of course, part of our work at Constructiv Works is to help customers understand their analytics and address their challenges. Implement the code, analyze the analytics and review the next steps (and of course repeat).
Some key advantages of using data-driven attribution to measure affiliate sales include:
- Unified framework to use across affiliate programs.
- Increased brand visibility
- Increase the value of the content and SEO for your site
- Strong analytically driven affiliate models bring the top affiliates into the mold
- Unexpressed expectations are never met
- Transparency and trust drive the best relationship and the strongest sales model
Affiliate marketing is an amazing tool. With all things worth adding to your business it requires effort, knowledge and goals. Build out each methodically and with time. Implement, review and repeat and you should find yourself increasing your sales and revenue goals. Make sure you ask for the best affiliate marketers out there. One’s like Brian Boyd from Clique Affliiate
It’s an exciting time for digital marketing. Change is always hard, but in this case it’s absolutely change for the better. And frankly, its time. What are your thoughts and experiences with measuring affiliate performance and attribution?
Contact us for more details, we would love to hear from you. CWI