Answering affiliate marketers’ biggest question: Innovation in ad tracking

One of the biggest concerns of the mobile marketing ecosystem is that affiliate ad tracking technology is becoming archaic and is a barrier to keeping up with the growth of the industry. In India, the affiliate marketing industry is expected to reach $835 million by 2025, from around $300 million currently.

As more advertisers and publishers turn to alternative ad inventory to diversify their traffic and revenue from Google, Apple, Facebook and Amazon (GAFA), it becomes even more imperative that current ad tracking technology reflect the current affiliate ecosystem. Advertising agencies rely on tracking platforms for accurate data, publisher management and campaign optimization to help their clients achieve their goals. The potential of tracking platforms is that they can provide greater transparency in performance and help ad agencies identify weaknesses and surface revenue optimization opportunities. How.

Making critical analytics continuously available on the marketer’s dashboard

It should be standard practice for monitoring platforms for marketers to display all critical data on their dashboard. This should include their gross profits, performance metrics comparing yesterday and today, and quick access to their hourly/daily/weekly/monthly progress. The best bid and lowest bid performance bid level should be viewable by publisher, advertisers, and country so marketers can see critical areas that require quick action. However, many tracking platforms cannot show everything that affiliate marketers and publishers need. Analytics software can solve this industry-wide problem by uncovering key data in a dashboard, making it easier and faster to view performance and take action as needed. For marketers with different data mining skill levels, it’s vital that the most critical information is accessible without the need to use CSV files. At the end of the day, insights should be accessible to everyone.

Scannable Tracking Links Without a Third-Party Seller

While it makes sense to check tracking links to make sure they’re fully functional, a common problem for affiliates is that sometimes they’re not able to remove an offer from the feed once the cap is reached. As a result, they cannot receive any feedback after this point. Advertising agencies work with a third-party vendor to scan tracking links to see if they’re directed to an MMP (Mobile Measurement Partner) or a store. However, this requires them to share data with a less desirable third party. Ideally, affiliate marketers should have access to an integrated tool that allows them to scan for tracking links without sharing data with a third party. When an offer is active, links are scanned repeatedly to make sure they reach a store – saving money by avoiding sending traffic that does nothing by going to a broken link. A recommended success tip is to provide the ability to enable link scanning during the testing process when marketers approve offers from a network.

Know Your Top Performing Publishers for Optimization

Without knowing the top performing publishers, it can be difficult for marketers to know where to invest and whom to leave with confidence. This is just one example of how limited data insights can affect their ability to make critical decisions. These insights are usually learned by pulling CSV files from monitoring platforms, which requires time and resources to be spent on analysis and optimization. The holy grail is real-time data insights. Having a transparent solution that allows marketers to choose what they want to filter, segment and measure so they can gain critical insights and optimize performance is the gold standard. For example, a marketer can see which publisher has performed best in a single country over the past 30 days, based on total revenue. They can then also see how much traffic was kicked out based on certain rules, such as unmatched targeting or publisher disapproval. Also, marketers will have more visibility with greater granularity at any given time.

Gain Transparency and Visibility with Network Integrations

Another common issue with monitoring platforms occurs during network integrations and bid approvals. When integrating a network, marketers may not have the option to choose certain offers: they have to choose them all and put them on their platform. This is very limiting for marketers who may want to be picky about which offers to advertise. Affiliate marketers really want the ability to integrate networks and then decide if they want to automatically approve offers for that network. They also want to view a feed of offers, see how those offers from another network have performed on their platform in the past, and then choose the one they want to approve. This will provide more transparency and allow them to be more selective in the offers they approve and save time with automated approvals.

Innovative Automation

Automation is a critical component of monitoring platforms that simplify processes to give marketers more time to spend on analytics. As automated processes become more advanced, using them to stay ahead of competitors is essential. Monitoring platforms can assist account managers by automating anything and everything related to day-to-day operations. They can approve and block publishers, set click budgets, conversion budgets, and schedule payments. With the right technology, all these tasks can be done autonomously by defining specific conditions to allow greater focus on the strategy going forward.

Affiliate marketers and publishers are seeking the transformation of affiliate performance and tracking technology in 2022 and beyond. Their demands are for more crystal-clear transparency, deeper insights at their fingertips, better integrations with networks and automation when needed. While the affiliate marketing ecosystem is complex and layered, it can rally behind these calls for change and innovation to develop solutions that jointly benefit this rapidly maturing industry.



The opinions expressed above are the author’s own.


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