Last Click: Gain clarity on its limitations

By Katie Spurkeland on November 15, 2018

Performance marketing has long relied on last click as the tried-and-true identifier for the publisher that referred a sale. While the value of last click has not diminished, affiliate marketers are gaining clarity in its limitations:

    • Brands need flexibility. Advertisers want a payment model that allows them to define the most valuable position in the click stream and which publisher played the greatest role in referring the sale.
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  • ShopperStudy
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  • Portfolio diversification is vital. Industry giants continue to gain traction as ecommerce coupon and cash back models grow in popularity. These publishers convert significant traffic not only because of their organic growth, but also because consumers typically leave their carts last minute to seek discounts or trigger cash back—dropping a new cookie and crediting that publisher for the sale. The result? A revenue concentration in the top tier of your affiliate program while the lion’s share of your result drivers are under-rewarded.
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  • Fostering relationships suffers. Affiliate marketing platforms are a meeting place for advertisers and publishers to cultivate partnerships and fuel profit. By providing an environment where your partners can thrive, you’re building a mutually beneficial affiliate program that appropriately rewards the right publishers for the results they’re driving.
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We hear you! Staying ahead of trends and keeping your brand top of mind for publishers—therefore, consumers— necessitates multi-faceted technology that powers you to connect with those audiences. Good news—we have that! It’s the most wonderful time of year to get a refresher on what is available to you. Visit your toolbox to learn why building Pepperjam’s technology into your holiday strategy and 2019 planning is the missing piece to your affiliate program success.

 

Topics:   affiliate attribution Technology Tools Publisher click-stream platform