3 Ways Analytics Can Shape A Winning Affiliate Marketing Strategy
Accurate and dependable reporting is arguably the most crucial element in crafting a successful affiliate marketing strategy. As account managers we rely on affiliate networks and platforms to provide the data we need to make decisions.
Clique Tip: do not use Google Analytics as their affiliate channel reports are wildly inaccurate.
Beyond Basic Metrics: Level-Up Your Affiliate Marketing Strategy Using Deeper Insights
Metrics like clicks, sales, average order value, and conversion rate are nice for high-level reporting, but to mold a strategy we need to dig much deeper. Partner management platforms like Impact, Rakuten Advertising and AWIN help us connect the dots in ways we’ve never been able to before. Third-party analytics providers like Affluent allow us to transfer data via API and present it to clients in a digestible format (pie charts, bar graphs, line charts, etc.)
Here are three data-driven approaches we use to craft an affiliate program strategy:
Decoding Traffic Sources
- Analyze Shared ID or Referring URL reports to understand originating traffic sources. Create commission rules, exclusions, or publisher filters by business model based on those findings.
Understanding Publisher Roles in Transactions
- Deep dive into Advanced Action reports to understand publisher involvement in a set of transactions. Is the publisher actively introducing customers? Or, closing sales? Create commission rules based on the publisher’s value in the funnel.
Attribution vs. Contribution: Rewarding the Right Partners
- Understand contributed versus attributed sales reports. Publishers may be actively involved in a transaction, but are not attributed the sale due to the last click attribution model. They contributed to the sale, but didn’t win the commission. Create a bonus system or split attribution model to help compensate these publishers.
With over 50 micro-strategies and optimization tactics, we tailor each approach to maximize success for our clients. The right data doesn’t just inform decisions — it drives a winning affiliate marketing strategy for each of our brands.
