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What is Conversion Attribution?
A much debated topic in Internet Marketing is that of Conversion Attribution: assigning orders to affliates based on their contribution to the sale. There has been a shift from traditional display campaigns to result-driven campaigns. As a consequence, more and more display ads are offered on a performance basis, usually commission basis (cps). These channels demand the implementation of an order tag (pixel) on the confirmation page of the merchant, which triggers their billing.
In many cases, multiple parties are involved in a sale, and it can be hard to decide which affiliate is awarded the order. The last affiliate prior to the sale is often credited with the deal in affiliate marketing (last cookie count). This raises serious objections by the display networks, who put more emphasis on the "first cookie count" principles. Nonetheles , the sale can only be credited to one channel. Which affiliate will it be?
Affiliate marketing is based on a marketplace principle. If a good affiliate isn't rewarded for enough orders, the program is considered not profitable for the affiliate and will therefore be discontinued. Unfortunately this means you've not only lost a useful affiliate, but you're also paying affiliates that haven't actually contributed anything to the sales process. T here are a lot of skillful affiliates that draw visitors to their site just before the sale, which makes them the last party. As a result, many orders are awarded to affiliates that made little or no contribution to the sale and, even worse, you will lose good and profitable affiliates.
Many people believe that by using de-duplication scripts, they are doing the right thing. Please read this article and learn why de-duplication scripts are not the solution to your problem.
The art of affiliate marketing, is making sure you reward the affiliates that have actually contributed to the sale. Therefore it is vital that you use a fair and sophisticated model for Conversion Attribution.
The contribution of an affiliate is determined by a number of factors, including recency (when was the last visit?), frequency (number of visits by the affiliate) and the affiliate rating. You can achieve an optimum result by assigning orders based on these factors, making the good affiliates perform even better. This optimum can be accurately determined by checking the expected eCPM with your main affiliates and gearing your conversion attribution towards this optimum. As a result, you can double the results of your affiliate program!
Shop2market is the only application that provides conversion attribution based on these factors. Read more about our solution for conversion attribution.
