Many of the larger online retailers use multiple affiliate networks and deduplication scripts to assign orders to the various parties. The order will be assigned to a maximum of one channel.

But does that mean that particular party has made the biggest contribution to the sale? What if it isn't? There are many good affiliates that are an asset to the buying process. The affiliates can be of significant value to the turnover of a web shop. Because these affiliates can usually choose from several advertisers, they often are driven by the eCPM or eCPC of your program.

Many more affiliates lie hidden within the networks that hardly make a contribution to the sale. These have become proficient in generating traffic by using attractive slogans such as "win" and "50% off".

Even though most visitors leave the site immediately, their visit still triggers a cookie. The affiliates behind this gain credit for being a major traffic source due to the high number of visits they generate. Merchants are inclined to grant them the majority of the orders they claim, which is the sole reason these types of affiliates exist. This goes at the expense of good affiliates that don't reach their predicted eCPC or eCPM and ultimately discontinue the campaign.

By using Conversion Attribution by Shop2market, you can identify the affiliates which yield the highest return. You can also ensure that you only award the affiliates that make a significant contribution, while others are excluded. By doing this, you may reinforce the partnerships with your top affiliates. This way you can increase your sales as well as control your costs.