Revolution in Performance Marketing - How to Use Attribution?

Real Attribution from TradeTracker revolutionizes the approach to performance marketing by fairly rewarding publishers for their contribution to generating the final transaction while maintaining full transparency. Enabling advertisers to automatically reward multiple publishers for touchpoints generated in the conversion path is a response to a need that has been growing for years.

Reward all engaged publishers

The Conversion Path Tracking tool, introduced more than half a year ago, already allowed advertisers to transparently analyze campaigns in terms of the participation of affiliate publishers and owned channels in generating a specific transaction. Now advertisers running campaigns with TradeTracker can not only analyze but also automatically reward all publishers involved in the purchase path, regardless of whether they initiate, assist with, or finalize the transaction. Five predefined attribution models and a flexible custom mode give advertisers the ability to strengthen the highest-quality channels and promotional tools. By appropriately rewarding publishers, the result of the entire affiliate program is maximized.

Desirable content marketing

Publishers generating high-quality content who initiate contact with the brand through recommendations are a particularly valued type of partner for advertisers. Until now, however, such cooperation was usually associated with fixed fees. Including attribution in a campaign supports increased activity among content publishers, which significantly increases the effectiveness and revenue generated by the online campaign. TradeTracker.com CEO Paul van Doorn summarizes: The ability to automatically attribute publisher commissions based on the added value they bring to marketing activities is a revolution in our industry. Real Attribution changes the way affiliate marketing is perceived and opens up cooperation opportunities for many publishers who have so far been overlooked in this channel. The key achievement is enabling the adjustment of publisher commission distribution in a way that makes it possible to achieve campaign goals, including display activities and owned channels.

Settle in performance models for all channels

The goal of media agencies is usually to optimize costs per visit to the client's website. Real Attribution makes it easier to achieve this goal. By appropriately setting post-impression commissions, display campaigns can be included in performance settlement. Publishers with display ad space can use it to promote campaigns with attractive eCPM where they are rewarded for their contribution to the transaction process. This approach opens the door to renegotiating cooperation with the largest publishers, who until now worked exclusively in CPM, CPC, or FF models.
More information at www.real-attribution.com
TradeTracker is a team of results-oriented, experienced specialists in performance marketing.

The TradeTracker platform offers both advertisers and publishers access to transparent real-time data and facilitates making the right business decisions. TradeTracker currently has offices in 16 countries and employs more than 160 people, giving it the largest reach in Europe. It is also the only Western network operating in the GCC region.

Concepts from the article

CPM — Cost Per Mille / cost per thousand impressions. A settlement model and metric defining the cost of one thousand ad impressions. It is used primarily in reach campaigns and brand awareness building.

Why it matters: The standard for settling reach campaigns: you pay per thousand impressions, so it is easy to compare the cost of reach across different media and formats.

When it is used: When planning and settling awareness campaigns and when comparing media.

What happens if it is omitted: Without a common measure, the cost of reach on TV, the internet, and out-of-home is incomparable — media decisions are made by intuition.

CPC — Cost Per Click / cost per click. A settlement model or metric determining the average cost of a single click on an ad or sponsored link. It allows comparison of the effectiveness of creatives, keywords, and audience groups.

Why it matters: It shows how much it costs to bring one person to the site — a common denominator for comparing keywords, creatives, and audience groups.

When it is used: When optimizing paid campaigns in search engines and social media.

What happens if it is omitted: Without cost per click, the budget is spread across campaigns blindly — you cannot see which keywords and creatives you are overpaying for several times over.

Attribution — assigning conversions to channels. A rule that distributes credit for a conversion among touchpoints: last click, first click, linear, time-decay, or a data-driven model.

Why it matters: The choice of model shifts budget between channels — it is a business decision disguised as a tool setting.

When it is used: When configuring analytics, in disputes about channel effectiveness, and in budget planning.

What happens if it is omitted: Without a conscious choice, the default \"last click\" systematically undervalues channels that capture ready demand and suppresses those that create it.