Introduction
As the APMA State of the Nation reports, affiliate marketing tracking is a big deal. Moonpull reports on an advertiser’s tracking status and can solve tracking issues for specific affiliate programmes or links. Moonpull’s auditing of thousands of links generates data illustrating tracking status across the industry.
The Challenge
Tracking is fallible and is subject to factors that can cause it to fail. Consent banners, adblockers and browser settings are compounded by poor or compromised technical implementations.
Moonpull analysed data from more than 1,000 advertisers and ten networks and overall we found:
- 50% of affiliate promotions require user consent for accurate tracking
- 30% of sales are tracked by third-party cookies.
- 10% of sales have first-party issues (other than user consent)
- 20% of sales fail over to third-party tracking because declined consent prevents first-party tracking.
What did Moonpull do?
Partnering with fellow APMA member, Broadband Genie, we identified a specific affiliate marketing tracking issue with one of Genie’s major telecoms advertisers. In highlighting the issue, we advised on a fix that led to a 60% programme uplift.
The Results
The tracking fix saw sales surge by 38%, and just as importantly, the programme became more profitable for Genie. The publisher increased their spending, reinvesting their earnings into promoting the advertiser, adding 22% more sales.
Moonpull is working with affiliate networks, individual publishers, agencies and advertisers on a mission to fix tracking, ensuring the affiliate channel’s full contribution is recognised.
Moonpull’s clients benefit from a proprietary reporting suite that offers a tracking ‘health check’, giving peace of mind that they can quickly spot issues and speedily act to fix them. This not only provides a competitive advantage, but clients also benefit from knowing their affiliates are being fully compensated, strengthening the partnership.
