Articles

Our editorial features analyze the latest trends and discussion points within the industry. From cross-device tracking and conversion strategies to the role of influence, we tackle key topics across the affiliate channel.

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Rumors of last click’s death have been greatly exaggerated. For most of the past decade, various industry commentators have said it’s a model that underestimates the complexity of multiple digital touchpoints an average consumer may have on their way to purchase. For affiliate marketers this can be confusing. Last click is what our business is based on; without it what are we left with? More often than not this confusion is from a misunderstanding of what ‘last click is dead’ really means.
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For years the affiliate industry has been premised on relatively standardized insight, usually defined by the suite of reports hardcoded into an affiliate network’s interface. As advertisers are increasing investment in the channel, it is inevitable their reporting needs become more sophisticated. This is something advertisers are both demanding, and able to help facilitate. By sharing additional data parameters with their affiliate network, it provides the visibility and flexibility to report on metrics that are most relevant to them.