Impact Radius is an affiliate network based on click attribution, which pays commissions for clicks from publishers on the network. It can be paid in different manners, depending on the model the advertiser is running: click attribution, impressions, or cost per click (CPC). I know you’ve been seeing a lot of other marketing touchpoints before this one, but first-click and last-click commissions are still the most common. The problem is that marketers are not rewarded for their work on other channels, like ads or emails. This misunderstanding can lead to misinterpretation of the true conversions Impact is driving. What else can be done to count these conversions accurately?
This model has one major flaw: the channels that happened before the Impact conversion (e.g. ads, emails, etc.) are not taken into account. It’s easy to see how this can lead to a misunderstanding about the true conversions being generated by Impact. The only way marketers can accurately pinpoint the conversions generated by Impact is to use a different model entirely. Google Analytics is a powerful tool for tracking down your most important shoppers. Though GA runs on the attribution model, the last-click attribution model is only one of the options. Other options, such as last-touch attribution or probability-based attribution, are also available.
It’s time to take a deeper dive into that conversion data. You need a simple, yet powerful solution to determine which channels and campaigns generate the most conversions. The answer is an attribution model. This model gathers data from all channels to help you understand which channels have been generating conversions, giving you the information needed to make decisions about affiliate marketing. Google Analytics does not show how traffic sources are assisting conversions, but marketers need to know which channels and campaigns are generating conversions. The solution is to use an attribution model. This model combines traffic sources from different channels to tell you which is most effective, allowing you to decide if it’s worth running an affiliate marketing strategy.