CHICAGO, December 2, 2025 – Affiliate marketing platform Awin launched the Conversion Protection Initiative (CPI) in 2025 to address one of the industry’s most persistent challenges: inaccurate tracking and misattributed sales impacting performance across the affiliate ecosystem. Since its introduction, the initiative has helped customers recover more than $250 million in total revenue – seeing a 150% increase in just under two months. This significant milestone signals both the uncaptured value within the industry as well as the rising demand from brands for more accountability and accurate tracking systems.
With a predicted CAGR of 16.8% and 81% of global businesses having already implemented programs, affiliate marketing is well-established in the digital landscape and gaining momentum. Initiatives like CPI are becoming essential to help businesses protect their revenue and grow on their terms. From ad-blockers and shifting mobile-tracking standards to evolving data regulations, fast-changing consumer expectations, and clean, trustworthy data powering AI-driven insights, CPI comes at a crucial time when the need for compliant, analytics-driven systems has never been greater.
Affiliate marketing’s performance-based model reduces upfront costs and risk for brands as they only pay for real results unlike Pay Per Click (PPC) models. CPI-compliant brands working with Awin can be confident that every legitimate conversion from a sale is accurately tracked and credited correctly through server-to-server (S2S) and in-app integration, whether that’s an influencer, comparison website or cashback platform. As a result, advertisers can now measure and demonstrate the true impact of their affiliate marketing investments with greater precision.
Participating brands are revealing significant commercial impact on their programs globally through Awin’s in-app tracking integration – seeing increased revenue by 37%, sales by 34%, and average order values by 29%, as well as conversion rates soaring by 81% since upgrading to the new tracking system.
“CPI is about building a stronger, smarter and more sustainable partner marketing ecosystem. Awin is putting the right systems and frameworks in place to allow brands and publishers to operate in an environment where tracking is accurate, attribution is fair and growth is built on trust,” said Adam Ross, CEO at Awin. “The continued success of the Conversion Protection Initiative shows that doing what’s right also delivers powerful commercial outcomes for our customers.”
This news follows Awin’s recent success at the 2025 Global Performance Marketing Awards, where the company took home four golds, including ‘Excellence in Transparency & Compliance’ in recognition of the Conversion Protection Initiative. To continue fostering collaboration and innovation within the affiliate marketing industry, Awin’s ThinkTank event will also return next year with a bold new regional focus, gathering partners from across North and South America at the heart of its US operations in Chicago from April 20–22, 2026.
Over 30,000 customers worldwide trust Awin’s platform, including major brands such as Sephora, Samsung, and SharkNinja. For more details on the CPI initiative, please visit: www.awin.com/us/cpi