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.
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.
Awin plans to create a universal tracking standard that aims to address both technical and operational obstacles to reliable tracking. This involves:
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:
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.
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.