Conversion Attribution

Conversion attribution is the core of online marketing. There can be no insight into the actual cost per order, when orders are assigned to multiple ad channels. We see registration differences between the affiliate networks and Google Analytics of up to a factor of 10. How can you manage a campaign, when the cost per order varies by a factor of 10? 

Most merchants that use multiple affiliate networks, use a deduplication script. This script activates only one tag at a time, based on 'last-cookie-counts'. Though this script works well from a cost perspective, good affiliates will start leaving the program. This is due to the order being awarded based on the last visit and not on the contribution to the sale.       

The contribution to the order is determined by a number of factors:

• The role of the affiliate in the buying process 
• The number of time the affiliate is involved in the buying orientation
• The relationship between the clicked product and the purchased product 
• The recency of the visit
• The duration of the visit

Shop2market is the only application that assigns orders based on all these factors.