Solution Briefs

Optimizing Affiliate Marketing Using Attribution

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Copyright © 2019 The Nielsen Company. Confidential and proprietary. 1 Vijay Sankar, Product Marketing Manager Contributor: Moira Freeman, Product Marketing Manager Affiliate marketing budget accounts for a small portion of overall digital ad spend, yet it is one of the highest performing channels, especially for eCommerce companies. For that reason, affiliate marketing budgets are steadily increasing every year, with a 19% increase in spend in the US from 2017 to 2018 alone. 1 Affiliate marketing is also one of the most challenging channels to optimize in terms of spend and ROI, due to complications with tracking, payment models and fraud. In this article, we will discuss the benefits of measuring affiliate marketing with attribution, how to do so effectively and how to optimize your affiliate marketing strategy based on attribution results. BENEFITS OF MEASURING AFFILIATE MARKETING WITH ATTRIBUTION Including affiliate marketing in your attribution models improves transparency and optimization capabilities. Improved Transparency By including affiliate campaigns in your attribution model, you are ensuring proper tracking of all affiliate traffic and bringing more transparency to the performance of those campaigns. Affiliate traffic can be tracked based on landing page URLs or by implementing click re-directors. If impression-based campaigns are also included in your media plan, it is possible to 1 eMarketer (US Total Media Ad and Marketing Spending, by Media and Format, 2017 & 2018). NIELSEN VISUAL IQ

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