Dual-channel attribution: strengthen your opening channel with Admitad
What is more valuable: the first acquaintance with the brand or a sale? We believe that all types of traffic are useful and important. So, in order to increase the number of contacts with the user, we are announcing a new feature for our advertisers.
What is the dual-channel attribution?
It is a model in which all publishers connected to the program can be divided into two channels: opening and closing.
By the opening channel we mean those who create the initial interest in a brand or a product, tell about the deals and show information at the right time in the right place — to generate demand. It may be any bloggers (Instagram, YouTube, etc), mass media, forums, price-comparison sites, reviews and recommendations, channels on Telegram, personal accounts on Facebook, blogs on WordPress, as well as targeted ads and non-branded context.
By the closing channel, we mean sites that attract users with fully formed demand — those who come looking for means to make their purchase more profitable: cashback services, coupon sites, loyalty programs, sale landing pages (11.11, Black Friday, Cyber Monday, New Year). This also includes advertisers’ own paid sources (for example, branded context, email newsletters).
The double attribution model assumes that in each channel publishers will compete for Last Cookie Wins only with the sites from the same channel.
How dual-channel attribution works
Anyone who has tried affiliate networks is familiar with the Last Cookie Wins attribution model, wherein the last paid channel prior to the conversion receives the reward.
In the above situation, a user saw a product mentioned in the Telegram channel, watched a review of it on YouTube, activated cashback, and made a purchase. According to the Last Cookie Wins model, the reward is received by the last paid channel — which, in this case, was the cashback service.
With the two-channel attribution on, two publishers from different channel types can receive rewards for the same purchase provided that both have participated in attracting the buyer.
Why this is needed
Completely different sites should not be forced to compete, rather complement each other. Dividing sites into two channels will help advertisers optimize costs for different types of traffic and, most importantly, motivate publishers who create content.
We have highlighted the key advantages of this model:
- Under two-channel attribution, CPA becomes more alluring for micro-influencers since the bloggers know that their contribution to sales will be taken into account more often. And while presently not all bloggers are prepared to give 100% of traffic to monetization by CPA, with the transition to the two-channel model, affiliate marketing will become more attractive for them – they will know how best to work with a certain channel and what quality content to create.
- Detailed statistics. Publishers will receive more accurate data on sales and CR, as now they will see more orders in which they participated. As a result, advertising will become more targeted and qualitatively useful for the audience.
- Active publishers from the opening channel will increase the advertiser’s brand awareness and LTV of old customers, as well as the influx of new customers. Brands will receive image advertising and support from opinion leaders, which is becoming a trend in 2020-2021, as more and more users spend time online studying unpacks, reviews and feedback.
- Increased content quality. While previously some publishers chose products according to which of them offered a greater discount or an exclusive promotional code, now the choice will be based on how interesting the products per se will be for the buyer (no need to convince the user to buy the product “right now and only from me”).
- The tool allows managing traffic more flexibly than changing rates. Knowing the participation rate of each channel’s publishers, advertisers can incentivize each of them separately by offering special conditions to a “select” group of opening publishers.
And the main thing, of course — the increased sales. The synergy of the opening and closing channels aims to bring in even more customers.
How to turn on the dual-channel attribution
Step 1. Select the integration method
To take advantage of the dual-channel attribution, here is what you need to do:
- Select an integration method (tracking code or Google Analytics)
- Provide access to all orders (not only to traffic with the Admitad tag)
Step 2. Select publishers
You need to select publishers from the already connected affiliates who will be included in the opening channel.
Step 3. Notify publishers
According to Admitad’s rules, publishers must be notified of the changes in conditions at least five days before the start of the dual-channel attribution program.
Step 4. Integration
If you have already created orders (as in Step 1), setting up two-channel attribution will take place entirely on the Admitad side; it will take 1 to 2 days to update the tracking code, and as for Google Analytics, the time varies depending on what advertiser requires the integration. If the integration has not been configured yet, start the process together with the Admitad integration department.
Step 5. Reconciliation
Setting the reconciliation according to the new procedure takes place entirely on the side of the advertiser. Once you’re integrated through the tracking code, Admitad will be able to transmit additional Click ID and source values for the opening channel in Custom Dimensions Google Analytics; those will need to be taken into account when reconciling, just like Click ID and the source of the closing channel
Ready to join the new attribution?
Text your personal manager in the affiliate network!