“The Challenge of Digital Marketing: Correct Sales Attribution and Choosing a Good Measurement Platform” (by Tradedoubler)

In the current market landscape, the proliferation of measurement platforms has raised crucial questions when considering hiring: Are they really useful for our company and which one is best suited to our needs?

Adding to this challenge is the uncertainty that Google created with the move from Universal Analytics (UA) to GA4, which directly impacts revenue distribution. This was found when compared to previous versions of Google Analytics GA4 significantly underestimates revenue from non-Google marketing channels, such as affiliate marketing. These inconsistencies appear to be related to GA4 and its use of data-driven attribution modeling (DDA) standard compared to the standard last-click model that is widely used in affiliate marketing.

For this reason, when analyzing your campaign performance, we strongly recommend that you review your GA4 attribution settings and check for large discrepancies when the GA4 attribution model and conversion window are set to Last Click. Additionally, we stay abreast of advances in analytics and industry trends as they are constantly changing.

So, if you encounter this problem regarding data discrepancies and misrevenue attribution, it is important to choose the right tool to boost your business growth and get a correct measurement of your results. The ideal platform will allow you to monitor, optimize and correctly attribute sales to improve relationships with your partners and, of course, achieve better results for your business.

If you are unsure about choosing the best platform, here are some things to consider Key factors:

  • Reliability: It is important that the platform is reliable. It is of great importance to choose a tool that offers security and where the conversions provide us with as much information as possible, thus proving their veracity.
  • Simplicity: Make sure the platform is easy to use. Simplicity is crucial to optimize results, analyze data and facilitate the work of the team responsible for data processing.
  • Speed: Real-time data availability is essential for campaign launches, optimization and error correction.
  • Support and Resources: Consider the support and resources the platform offers. It’s important to choose a platform that offers good support and useful resources for managing campaigns, affiliates, and potential issues. Avoid platforms that use ticketing systems that slow down the management of the advertiser’s business.
  • Compatibility with other platforms and software: Check compatibility with internal tools like CRM and ensure the platform has an API for efficient integration.
  • Cost: Make sure the platform fits your budget and business needs. Costs can be budgeted based on traffic generated, affiliate commission percentage, or fixed costs.
  • Reputation and Experience: May the reputation and experience of the platform live up to expectations. It is important to choose a platform that has a proven track record and can ensure proper functioning.
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Sonia RodríguezSenior Technical Account Manager at Tradedoubler, with more than 10 years of experience in program management using the measurement platform, shares these keys with us to achieve the best results, Over the course of his career, he has helped various brands achieve accurate revenue attribution and significant cost savings for their customers.

With more than 3,000 advertisers and 180,000 active affiliates, Tradedoubler has generated more than 5.5 billion euros in sales for its customers in 2023, positioning itself as one of the most reliable and robust platforms on the market with a high volume of traffic. Tradedoubler’s technology meets the above requirements as it has tracking that enables an attribution model specifically designed to track and attribute sales to an affiliate’s last click, which is its strength.

For more information or advice on managing an affiliate program Contact your team of experts.

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