Banner - De-duplication Best Practices (1)

 

What is de-duplication?

De-duplication is when commissions for a conversion is paid out to only one marketing channel, for instance, paid search, display ads, or an affiliate network. The standard practice within the industry is that de-duplication works on a last-click basis, with the affiliate driving the last click before the sale is granted the commission.

Why do advertisers de-dupe?

  1. De-duplication provides a cleaner view on which marketing channels are delivering sales, ensuring reporting is accurate
  2. It can reduce costs by only paying commission to the channel driving the last click, meaning you only pay for each sale once

Table - De-Duplication Landing Page (3)

 

What's the best way? Introducing Cross-Channel Attribution

Commission Factory’s Cross-Channel Attribution feature allows advertisers to gain better insights into the consumer journey and understand the value of each marketing channel, affiliate partner, and touchpoint, in the conversion process.

These reports are designed for brands who want to gain a deeper understanding of their digital marketing strategy, develop more strategic and holistic campaigns across all channels, and recognise the added value of the affiliate channel within the Commission Factory user interface.

With Cross-Channel Attribution, platform users can see the value of their individual marketing channels in each stage of the customer buying cycle, which starts from awareness, to interest, to desire, and then action (I.e. purchase). The performance of each touchpoint is tracked and measured in the conversion process and reported for users to view and filter. 

Marketers have the power to make informed decisions based on data, ensuring that their campaigns and strategies work together harmoniously instead of competing against each other. 

Key Considerations

  1. Consider the impact of de-duplicating against other marketing channels (eg. conversion rate decrease)
  2. Be mindful of the influence a publisher can have on your customers' purchase decisions
  3. Display your de-duplication policy within your program terms
  4. Communicate any changes to your policy in advance of your programme

Are you ready to take your partnerships to the next level?

Access our 3-part Blueprint to Optimising Your Partnerships!

We packed this blueprint with valuable insights and actionable advice that will help you:

  1. Unlock efficiencies in your partnership program with powerful tools and strategies
  2. Increase revenue with smart affiliate diversification
  3. Reach new and existing audiences with the creator economy 

Enter your details today and access the Blueprint to start optimising your affiliate partnerships!