This week on Apogee Live, we discussed attribution in the affiliate channel. It’s a hot topic and reflects my recent article in Practical Ecommerce. I tried to explain how it works and may have stumbled through the conversation with affiliates but I think we got the point across. This was only our second group call like this; we’re still finding our sea legs!
Very few merchants are using attribution data and commission splitting. The most common use is to ignore the final click when it’s a coupon or loyalty site taking credit in the the last few minutes of the clickstream. We noted that multiple affiliates in the clickstream happens less than 10% of the time but having these rules in place does help increase content affiliate conversion. I understand some affiliates would rather Apogee use the rule of ignoring the last click from coupons but we pay those affiliates so little to begin with, we feel the fair share is to split 80/20. The majority of the commission goes to the content.
Anyway, it was a great discussion and we kept the recording at 37 minutes. Please note the new DJ intro and outro. I had to fight to get those added[1. They’re silly. –Daniel]. They feed my inner radio soul. Just like writing for Practical Ecommerce feeds my inner journalist.
The topic for next week is datafeeds. Daniel will be leading the discussion, and if you have any questions or need clarification about what datafeeds are, how they work, or how you can use them as an affiliate, make sure you join the call. You must be an affiliate in one of our programs and you must be accepted into our private Facebook group for affiliates. We have links to the Facebook group in all of our newsletters, so look for it there.