Adam Ross, CEO of affiliate marketing network Awin, recently announced a significant move to address pressing issues in tracking accuracy and data transparency within the affiliate industry. These challenges have long impacted affiliate and advertiser trust, with inconsistent tracking causing attribution problems, lost revenue, and strained relationships across the industry.
Frustrated by the impact of this on long-term growth, Ross revealed that Awin would take steps to standardise tracking methods and improve reliability across campaigns, aiming to create a more sustainable, transparent affiliate environment.
What prompted Awin’s tracking initiative?
Over time, Awin and other networks have observed gaps in tracking data, often leading to “last-click” attribution problems where affiliates are not credited for their role in a conversion if users interact with multiple touch points.
With issues ranging from browser updates that limit tracking cookies to discrepancies in cross-device tracking, advertisers and affiliates alike have found it challenging to trust traditional tracking models. Ross highlighted that these unresolved tracking limitations have been damaging to the affiliate industry, particularly with an increase in complex customer journeys that involve multiple devices, browsers, and platforms.
Given the importance of accurate data for affiliates to evaluate campaign performance, Awin’s new initiative aims to tackle these issues head-on.
By improving the quality of tracking and data analysis, the initiative intends to give affiliates the tools to achieve clearer, more reliable attribution, thus protecting revenue and ensuring that every contribution to a sale is accurately recognised.
How Awin’s new standards will work
Awin plans to create a universal tracking standard that aims to address both technical and operational obstacles to reliable tracking. This involves:
- Implementing more advanced tracking technology: By developing tools that can adapt to browser updates, Awin hopes to counter the loss of data caused by limitations on cookies and other traditional tracking methods.
- Enhanced cross-device and cross-browser tracking: Users frequently switch devices and browsers, making it difficult for traditional tracking to maintain a consistent customer journey. Awin’s initiative will integrate solutions that track interactions across multiple devices and platforms, preserving a complete view of the user journey and ensuring each affiliate touchpoint is accurately credited.
- Greater transparency and reporting clarity: For advertisers and affiliates, having access to real-time, accurate data on customer interactions and sales is essential. Awin will be introducing improved reporting tools that provide affiliates with clear insights into their performance, enhancing the ability to optimise campaigns based on reliable data.
What this means for affiliates
For affiliates, Awin’s tracking initiative could be transformative, addressing many of the challenges that have plagued affiliate tracking in recent years. Here’s how affiliates stand to benefit:
- Fairer attribution and improved earnings: When tracking issues cause sales to be misattributed, affiliates lose out on commissions they rightly earned. By creating a reliable and standardised tracking model, Awin’s solution will help ensure affiliates are rewarded for every contribution, whether it’s the initial click, a mid-funnel interaction, or the final conversion point.
- Reliable data for optimisation: Affiliates rely on data to understand which campaigns are working and where adjustments are needed. With improved tracking and clearer reporting tools, affiliates can more accurately assess the performance of their content, adjust targeting, and make more informed decisions about partnerships. This helps affiliates run more effective campaigns that align with customer behaviour.
- Increased trust in partnerships: Inconsistent tracking has caused friction between affiliates and advertisers, leading to mistrust and disputes over attribution. With Awin’s enhanced tracking measures, affiliates and advertisers alike can have more confidence that tracking data accurately reflects the customer journey, fostering better collaboration and strengthening long-term partnerships.
- Adaptability to changing tech regulations: Browser updates and privacy regulations are continually affecting how tracking data can be collected and used. By implementing advanced, adaptable tracking methods, Awin’s initiative will help affiliates stay compliant and competitive as the digital landscape continues to change.
Awin’s commitment to sustainable industry growth
For Ross, this initiative isn’t just about fixing an internal issue; it’s about protecting the health and sustainability of the entire affiliate marketing industry.
As an industry leader, Awin’s commitment to transparency and accurate tracking is a call to action for other networks to follow suit. By improving tracking standards, the affiliate industry as a whole stands to gain from increased trust and a more level playing field.
Awin’s approach also speaks to the evolving needs of a market where customers engage with content across multiple channels and devices before making a purchase. Accurate tracking allows advertisers to see which touchpoints are most effective, and affiliates can be rewarded for the full scope of their influence in each sale.
Looking ahead: the impact of better tracking
Ross’s initiative could mark the beginning of a shift toward universal tracking standards that all networks and advertisers can rely on.
For affiliates, this means a future with fewer frustrations over lost commissions and greater certainty that their work will be accurately rewarded. The more reliable data model not only benefits individual affiliates but also has the potential to increase the credibility of affiliate marketing as a performance-driven channel within digital advertising.
Affiliates can expect Awin to roll out these changes in the coming months, making it an exciting time for those looking to refine their strategies with better data and attribution. As the 2024 holiday season approaches, affiliates who work with Awin may find themselves at an advantage, with the promise of more accurate data and fairer revenue attribution.
