Photo by Nesa by Makers

When it comes to performance marketing, one of the biggest questions you can ask yourself (or your advertiser) is what kind of conversion tracking protocol you want to use: pixel tracking (client-side) or postback tracking (server-side). There are benefits and disadvantages to each, and it’s important to distinguish between them if you wish to be successful. So, let’s break it down.

First — definitions:

Pixel Tracking

Also called client-side, cookie-based, in-browser tracking. This method relies on the user’s browser to track conversions by placing a cookie on the click that is called again on conversion to authenticate the session and attribute the conversion to the correct affiliate. Pixel-based offers use cookies to track because they can store the session values in the cookie, and with the way pixels are designed to track, can extract this information from the browser easily. As a result, setting up an offer to track using pixels is very simple and only involves placing the HTML offer pixel on the conversion page.

Use pixel tracking when:

TUNE’s general recommendation is to use pixel tracking as little as possible, as pixel tracking only works for non-mobile web traffic where cookies can be stored. Additionally, major browsers like Safari, Chrome, and Firefox are moving away from allowing tracking-related cookies even for first parties.

As the last resort, use pixel tracking if the following are true:

The offer’s advertiser is unable to send server-side conversion notifications.
The offer does not involve mobile app installs.
The offer’s desired end users are on browsers that support tracking-related cookies.

For more information, check out this TUNE support article explaining implementation of pixel tracking.

Postback Tracking

Also known as server-side, server call, server 2 server (or server-to-server), s2s and, mistakenly, server pixel tracking, relies on the advertiser’s servers to track sessions generated on clicks to attribute conversions.  The servers record and then pass the transaction ID back to TUNE. This method is independent of the user’s browser. Postback tracking can be thought of as two separate processes: what happens when a user clicks on an offer and what happens upon conversion.

Leading up to the conversion:

1. User sees an offer.
2. User clicks on the offer.
3. Click goes to a TUNE server. The server records the click, then generates and records the ID for that session (in most cases the transaction ID).
4. TUNE immediately directs the user to the offer’s landing page, including ID for that session in the offer URL.
5. User sees offer’s page on advertiser’s site. Advertiser’s site handles recording that session’s ID however it deems fit, such as storing it as a variable in an e-commerce site or SDK in a mobile app.

When the user converts on that offer:

1. The advertiser’s server sends a signal to TUNE (a.k.a. fires a postback) that includes the ID TUNE initially supplied. The user is not directed back to TUNE in any way.
2. TUNE records the conversion for that session.

TUNE has another great support article explaining postback tracking.

Use postback tracking when:

You have the technical resources available to implement the server-side calls (see below for details on implementation).

Pros and Cons of Pixel Tracking

Pros:

• Pixel tracking is extremely easy to implement. Because it’s just copying and pasting code into the HTML of your website, you don’t need to be a developer to set up tracking. Along the same lines, the learning curve for implementation is not as steep.

Cons:

• Pixel tracking doesn’t work if the conversion occurs on a mobile device. That means conversions on mobile web, in the app stores, and in apps will not register. (Mobile devices and smartphones usually have cookies blocked as a default setting, so a cookie will never be placed on mobile in the first place.)
• Pixel tracking is much more prone to fraud. As you can imagine, because the tracking is done in the browser, it would be fairly easy for a tech-savvy affiliate to fire pixels without an actual conversion occurring.  
• Sometimes, pixels just don’t fire and you won’t know why. A possible reason for this could be that the user cleared their cache between click and conversion, but occasionally the reason is unknown. Reporting will be of little help for troubleshooting, because you won’t have server logs to utilize.
• For all of these reasons (and others), pixel tracking is highly inaccurate.

Pros and Cons of Postback Tracking

Pros:

• Much more reliable because all tracking is done server-side, so you’re leaving a lot less up to chance.
• Much easier to troubleshoot, using TUNE’s server logs.
• Less prone to fraud, and many more options available to mitigate fraud, like adding an offer whitelist, advertiser security token, or hashing the postback URL. Read more about preventing postback fraud.
• You have the option to set up a global postback (on a per advertiser basis), where a single postback implementation can register a conversion for all offers for that advertiser. Pixels don’t have that option.
• In general, postback tracking will allow more options for conversion firing beyond when the user is on the webpage. Instead of being limited to a simple page load, you can have your advertiser send back the conversion URL whenever they please. This will become helpful if your advertiser doesn’t want to register conversions until after an order has shipped, or a lead has been qualified, for example.
• Postback tracking works on mobile devices! Remember, pixel tracking will not work on a smartphone or mobile device.

Cons:

• Postback tracking is harder to implement. It requires direct communication between the network and the advertiser to make sure that the ID is passed into the correct parameter, and then it requires technical implementation on behalf of the advertiser to store and pass back the value. The advertiser will need to have someone with server-side HTTP experience in order to code the requests.
• Implementation time varies widely. Postback tracking could be set up in a matter of minutes, but for some advertisers, it could take an entire day to code the database to store the IDs.

Want more information? Check out our blog series on digital tracking methods, or download the full e-book: How to Become a Track Star: Your Guide to Tracking for Performance Marketing Campaigns.

This article was originally published in 2016 and has been updated with new links and information.

As third-party cookies continue to disappear and session tracking windows tighten, the risk to marketers of overpaying for cost-per-click (CPC) campaigns grows. If your CPC offer relies on cookies, then you could be paying for multiple clicks in a single session. With TUNE’s enhanced session tracking capabilities, customers can rest assured that their CPC offers will pay out only on the first click, saving both budget and time spent manually reconciling clicks at the end of the month.

How TUNE Tracks First Click and Subsequent Clicks in a Session

TUNE now offers a future-proof method to track first and subsequent clicks within a session without depending on third-party cookies.

For CPC offers with postback tracking enabled, TUNE determines the first click by creating a server-side user session that is checked against on every click. When subsequent clicks occur, TUNE forwards them directly to the destination URL and attributes potential conversions only using first clicks.

This method ensures that customers running CPC offers will pay out only on the first click, and all subsequent clicks will be demonetized.

How to Pay Out on First Clicks Only for CPC Offers

This setting is automatically enabled platform-wide for customers running CPC offers. Customers can then apply this behavior to individual CPC offers with postback tracking from the Offer Tracking Settings page (Offer Page -> Tracking Panel).

By enabling this setting, you can easily ensure that you only pay for unique clicks, and demonetize all subsequent clicks in a user session.

We’re always looking for ways to help our customers make the most out of their partnerships. If you have questions or feedback, we’d love to hear from you! Reach out to your dedicated Customer Success Manager or email TUNE Support at support@tune.com.

Google Ads, formerly known as Google AdWords, is an essential platform for online advertising and marketing. With its massive reach, sophisticated targeting options, and flexible budgeting, it’s important that TUNE makes it easy to work seamlessly with Google Ads. That’s why we’re thrilled to announce our enhanced integration with Google, designed to streamline your experience in the TUNE platform and unlock the full potential of Google Ads.

Google Ads Certification

At TUNE, we make sure to stay on top of important changes in the industry. Following new requirements for transparent redirection, TUNE has earned certification as an official Google click tracking partner.

The Google Certification Program helps protect users from click tracker abuse by enabling click tracker transparency.

To make it easier for TUNE customers to take advantage of this certification, we developed additional user interface features that streamline the link creation process.

Ensuring Compliance and Transparency

We’ve worked diligently to ensure that our integration with Google Ads meets and exceeds industry standards.

Our new feature set, developed specifically for Google, simplifies the link creation process by automating the necessary configurations. With just a single checkbox, TUNE takes care of all the technical details, appending the required transparency parameter (redirect_url) with correctly formatted values to any link you choose.

This new setting can be found on the individual Offer page, located in the Generate Tracking panel.

No more manual configuration or guesswork required. Simply copy and paste the generated tracking link into Google’s Tracking Template field, and you’re good to go.

Get Started with TUNE’s Google Ads Integration

This feature set is now available to all TUNE customers.

If you would like to take advantage of this integration, navigate to Company –> Customize Application –> Domain and select “Enabled” in the Google Ads dropdown menu. You have the flexibility to turn this feature on and off as needed.

You can find more information in our Integrating with Google Ads help article.

Questions? Feedback? Reach out to your dedicated Customer Success Manager or email TUNE Support at support@tune.com.

In the ever-evolving landscape of digital analytics, staying ahead of the curve is essential. The advent of Google Analytics 4 (GA4) has brought about significant changes, particularly affecting the harmony between your TUNE account and Google account. In this blog post, we’ll explore the key modifications in GA4 and how they might influence your affiliate program.

Understanding GA4 Attribution Changes

The transition from Universal Analytics to GA4 marks a paradigm shift. GA4 introduces a new property that departs from the conventional approach of tracking pageviews and sessions. Instead, it focuses on collecting events and user properties, offering greater flexibility in tracking and attribution. Behavioral and conversion modeling have also been integrated into GA4, setting the stage for a more dynamic analytical experience.

Data-Driven Attribution (DDA) Challenges

One of GA4’s standout features is data-driven attribution (DDA), designed to provide a more comprehensive performance overview. While this offers valuable insights, it introduces challenges when it comes to measuring and comparing affiliate activity.

Historically, last click attribution in Google Analytics aligned with TUNE setups. With the introduction of DDA, expect to observe more significant discrepancies in reporting between the two platforms.

Aligning Reports for Consistency

For those who prefer a more aligned reporting experience between TUNE and Google, there’s a solution within GA4. By adjusting the attribution settings, you can revert to the familiarity of last click attribution. This not only streamlines the reporting process but also ensures a smoother transition for those accustomed to the previous setup.

To adjust these settings, navigate to Admin → Attribution Settings in your GA4 account, and then select “Last click” in the first dropdown menu.

Benefits of GA4 in Multi-Channel Analysis

While navigating the discrepancies, it’s crucial to recognize the benefits GA4 brings to the table. GA4’s capabilities extend beyond just tracking; it provides a valuable tool for analyzing performance across various channels. Leveraging GA4’s features can enhance your understanding of user behavior and optimize your affiliate program accordingly.

Conclusion

As Google Analytics continues to evolve, understanding the developments becomes imperative for staying on top of your analytics game. By aligning reporting experiences and leveraging TUNE’s tracking capabilities, marketers can elevate their affiliate programs. In the ever-changing realm of digital analytics, TUNE remains the trusted companion, ensuring that all campaigns are tuned to perfection.

While the Vision Pro headset stole all the headlines at Apple’s Worldwide Developers Conference 2023, TUNE was laser-focused on the raft of new privacy and security features — specifically updates to advanced fingerprinting and tracking protection. As Craig Federighi, Apple’s senior vice president of Software Engineering said, “We are focused on keeping our users in the driver’s seat when it comes to their data by continuing to provide industry-leading privacy features and the best data security in the world.”

TUNE is committed to adapting to the rapidly evolving privacy landscape and embracing privacy-friendly measurement. We’re eager to dig further into the developer preview resources and learn more about how Apple plans to implement the proposed changes. Right now, we are working on surfacing more information on how Apple categorizes tracking query parameters as user-identifiable and whether they have long-term plans for expanding their Link Tracking Protection (LTP) functionality beyond Private Browsing mode. We will also be keeping an eye out for whether other browsers follow suit.

In the meantime, see below for our summary of the most relevant news from WWDC23 and our advice on how to prepare for changes coming this fall.

Link Tracking Protection in Messages, Mail, and Safari Private Browsing

Apple is adding Link Tracking Protection (LTP) to Messages, Mail, and Safari Private Browsing. Here is the exact language from the announcement article:

“Some websites add extra information to their URLs in order to track users across other websites. Now this information will be removed from the links users share in Messages and Mail, and the links will still work as expected. This information will also be removed from links in Safari Private Browsing.”

Essentially, LTP removes tracking query parameters as part of browser navigation and when copying a link. The changes will apply automatically to links shared through Messages, Mail, and while the user has Private Browsing enabled in Safari.

These new tracking protection features from Apple are a significant step forward in protecting user privacy. They will make it more difficult for websites and apps to track users across the web, and will help give users more control over their privacy.

What You Can Do Right Now to Prepare for These Changes

There’s still a lot we don’t know about how these changes will be implemented. Based on the information available to us as of the time of writing, here are some ideas on how TUNE customers could adapt to the proposed changes:

Promo Codes

Promo codes are a method for attributing conversions to a partner without requiring a tracking link to be clicked by the end user. Using promo codes, TUNE customers can still track the success of their campaigns while respecting users who have tracking protection features enabled.

Tiny URLs

Tiny URLs offer a method to shorten URLs with attribution information stored within TUNE, removing the need for URL parameters conceal additional tracking parameters. We believe that this should help adapt to the automatic parameter removal. Caveat: We will be able to assert this with more confidence once we’ve had the opportunity to run tests with the developer preview.

Final Thoughts

These privacy updates are expected to roll out to users as part of iOS 17, iPadOS 17, and macOS Sonoma releases in Fall 2023. TUNE is actively monitoring the situation, and we are always striving to stay ahead of the curve to ensure the best possible experience for our customers.

For digital marketers, understanding the intricacies of mobile web tracking is no longer a choice. Today, it’s a necessity to stay ahead of the curve in this fast-paced industry. That’s why we’re diving into mobile web tracking in Part 4 of our blog series, based on TUNE’s Ultimate Guide to Mobile Partner Marketing.  

In Part 1, we introduced the guide and how mobile user acquisition and affiliate marketing programs overlap. Part 2 compared mobile measurement partners to partner marketing platforms. In Part 3, we explored why mobile apps are critical to a program’s success.  

In this latest installment, we’re tackling the process behind tracking conversions on mobile web. After all, if you want to manage a successful partner marketing program, you have to be able to measure it first. So let’s get started! 

How to Track Conversions in a Mobile Web Environment 

For years, third-party cookies served as the go-to method for tracking conversions on the web. However, recent browser developments have rendered third-party cookies ineffective, pushing marketers to adopt cookieless tracking methods. This shift brings desktop and mobile web measurement closer to campaigns in the mobile app ecosystem, where cookieless tracking is a requirement. 

For mobile web, there are two primary methodologies for cookieless tracking: server-side postbacks and JavaScript SDK. We’ll go into the basics of how these both work below. 

Server-Side Postback Tracking 

The server postback tracking method is the most reliable for tracking campaigns on mobile web. It has been TUNE’s recommended approach for years and is a native feature of the platform.  

Let’s assume the implementation process has been completed, so all the required code and settings are ready. Here is how postback tracking works: 

1. When a user clicks on a tracking link, TUNE generates a unique alphanumeric ID (Transaction ID).
2. TUNE passes the Transaction ID to the brand’s landing page, where it is stored and associated with the user.  
   • Brands can choose from several methods for storing the Transaction ID, including storing it in a database, using first-party cookies, or passing it via page URLs. Most developers should be familiar with this process and able to implement a solution. 
3. Upon the user’s conversion (e.g., purchase, lead capture), the brand fires the Transaction ID back to TUNE in a postback URL.
4. TUNE leverages the stored information about the click to attribute the conversion accurately to the partner responsible for driving the conversion.  

The first question about this process that many marketers ask is how to store the Transaction ID, which is answered in #2. The second question is how to pass the ID back to TUNE for Step #3. To do this, the brand makes an HTTP request to the postback URL via cURL (on the server side), which logs the conversion in TUNE. 

JavaScript SDK Tracking 

The JavaScript SDK method uses a web browser’s LocalStorage to get around the inaccuracies that come with third-party cookies. This method writes conversions back to TUNE, similar to postback tracking.   

Here’s how JavaScript SDK tracking works:  

1. TUNE passes the Transaction ID into the browser’s LocalStorage upon the user’s click. This works with both redirect links and direct links. 
   • When implementing the JavaScript SDK, you add a snippet of code to the head of the website, an identify code line to the landing page, and a convert code line to the conversion page. This allows TUNE to store the Transaction ID on click in the web browser, and then send the ID back to the TUNE platform when the user ends up on a designated page.  
2. When the user reaches a conversion point (e.g., post-purchase Thank You page), TUNE accesses the Transaction ID stored in the browser and sends it back to the TUNE platform.  

While this tracking methodology is set up using postback protocols, it is still considered client-side tracking, as the browser (not the brand) stores the Transaction ID.  

The JavaScript SDK method is best for tracking in-session conversion points and removes the requirement for the brand to store the Transaction ID. It also integrates well with existing technologies, such as Google Analytics and Shopify, and can track and attribute organic traffic. 

For more detailed explanations including flow charts and diagrams, download the Ultimate Guide to Mobile Partner Marketing.

Mobile Web Tracking and Privacy 

Cookieless tracking methods like the ones above are designed to provide accurate attribution without compromising privacy. It’s a big reason TUNE has always advocated for server-side tracking solutions and first-party cookies versus third-party cookies. However, simply using these methodologies isn’t enough. It’s still crucial to maintain data security and privacy best practices in every aspect of your partner program, and to follow all applicable rules and regulations around data handling. 

As tracking technologies advance, remember to always put consumer privacy first. A few simple steps that every marketer should follow include:  

• Obtain user consent for tracking and data collection.  
• Implement transparent privacy policies that clearly communicate tracking practices.  
• Provide users with opt-out mechanisms for personalized tracking. 

TUNE In to Learn More 

Understanding how mobile web tracking works is essential for marketers seeking reliable conversion tracking methods in 2023. Using cookieless tracking enables today’s program managers to effectively track and attribute conversions in the mobile web environment.

However, it is equally important to prioritize user privacy and adhere to ethical tracking practices. At TUNE, we believe that by striking a balance between effective tracking and privacy considerations, marketers can achieve their program goals while building trust with partners and consumers. (Our customers are proof of that.)

Check back soon for Part 5, where we’ll delve into mobile app attribution and how MMPs operate. Can’t wait? Download the full e-book and get all your questions answered! You can also start a chat to ask one of our experts in person.

Happy reading!

With any partnership, it’s important to know your strengths and your weaknesses. The same goes for your affiliate program. To have the best chance of success, trust the experts for the technology that powers your program — especially when it comes to attribution.

But does every program need a mobile measurement partner? Is an MMP the same as a partner marketing platform? And do you need both to run an affiliate program, or can you do it all with just an MMP?  

In part 2 of our series, we’ll answer these important questions with information found in our newest e-book, The Ultimate Guide to Mobile Partner Marketing. Let’s dive in! 

What Is an MMP? 

MMP is an acronym for “mobile measurement partner.” The term comes from Facebook’s name for the first group of tech providers that integrated with the social media platform to track app installs. 

A mobile measurement partner is exactly what it sounds like: a third-party technology partner that measures mobile app performance. Usually, this means attributing downloads and installs, which is done via a piece of code called an SDK (software development kit). MMPs can measure post-install activities as well, such as in-app registrations, purchases, and engagements.

The major MMPs in the market today are Adjust, AppsFlyer, Branch, Kochava, and Singular. (Fun fact: TUNE was technically the first MMP, as we created the very first mobile app attribution SDK, known at the time as MobileAppTracking. It was eventually rebranded as Attribution Analytics and acquired by Branch in 2018.) 

What Is a Partner Marketing Platform? 

A partner marketing platform (PMP) is an end-to-end SaaS solution for building, managing, and growing affiliate programs and networks. These platforms can handle all the operations needed to run a program, including conversion tracking, commissioning, offer/creative/partner management, communication, invoicing and payments, traffic management, and more. They should also be customizable enough to enable third-party integrations, custom development, and additional functionality via API. Most importantly, a true partner marketing platform operates as an unbiased, third-party software provider.  

While there are many offerings in the market today that label themselves as PMPs, most of these function more like traditional affiliate networks rather than software providers.  

Why You Shouldn’t Use an MMP to Run an Affiliate Program 

The short answer? MMPs specialize in mobile app attribution, not partner program management.  

While you can use your MMP to add individual partners, share links, and track their performance, there are other activities that are vital to running a program that your MMP is not built to handle. That’s where your partner marketing platform comes in. Check out the chart below to see how these two solutions complement each other by handling different activities across your mobile app and partner marketing efforts.  

How to Tell If You Need an MMP 

Do you have a mobile app? Do you run user acquisition campaigns?  

If you answered yes to either question, you should invest in an MMP, as they provide the most reliable and accurate measurement for today’s mobile app ecosystem.  

Master Mobile Partner Marketing with TUNE 

If you enjoyed Part 1 and Part 2 of our series on mobile partner marketing, you’re in luck! We’re back with more insights, advice, and information in Part 3.

Download the new e-book today

Once again, Google has pushed back its deadline to deprecate third-party cookies in Chrome, this time until 2024.  

Google originally announced they would phase out cross-site tracking cookies in early 2022. Last year, that plan was delayed to 2023 with the introduction of Topics, which replaced FLoC as their alternative solution. On July 27, 2022, the search giant postponed again, announcing the death of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.) 

Chrome’s Third-Party Cookies Will Stay … for Now 

In a blog post, Google’s VP of the Privacy Sandbox Anthony Chavez wrote that the delay was spurred on by “input from developers, publishers, marketers, and regulators” across the industry: 

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA [the UK’s Competition and Markets Authority] to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. … For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.” 

– Anthony Chavez, VP of the Privacy Sandbox at Google

Google’s Updated Timeline 

It’s clear both Google and the ecosystem at large were feeling the pressure of the looming deadline. Now, both developers and the public will have more time to test the new privacy features Google has been building as part of its Privacy Sandbox initiative.  

Here’s a summary of Google’s updated timeline and what it entails:  

1. August 2022 – Privacy Sandbox trials expand to millions of Chrome users globally (they are already available to developers for testing) 

2. Q3 2022 through Q2 2023 – Trial populations are gradually increased  

3. Q3 2023 – Privacy Sandbox APIs are launched and generally available in Chrome 

4. Second half of 2024 – Third-party cookies will begin to be phased out in Chrome 

What’s Next for Partner Marketing? 

As an advertiser, the most important thing to remember is this: the death of the third-party cookie has not been cancelled — only delayed. If you are not prepared for the cookieless future, then you just caught a lucky break. But the end is still coming, and you will need a privacy-centric solution if you want to measure your marketing efforts in the years ahead. 

That’s where we come in.

The TUNE Partner Marketing Platform provides native server-side tracking solutions that allow marketers to get granular without invading anyone’s privacy. You can learn the basics about server-side tracking in our pixels vs postbacks article. For an in-depth look at this and other cookieless methods, download our guide to tracking marketing campaigns. Or simply click here to chat with us, and we’ll be happy to walk you through it. 

The death of the third-party cookie is inevitable. Now there’s just a little more time to prepare for it. 

If you’re curious about incrementality (or maybe even tired of hearing about it), we can’t blame you. The term has been thrown around for years by digital marketers; it’s been a consistent topic when brands hit a certain point in scaling their performance efforts or consider opening a new channel like partnerships. But what is incrementality, and why should brands care about it?  

On one hand, you can make the case that a net-new channel to the business is largely incremental, since it’s a new traffic source. On the other, it’s a specific approach to measuring control and lift down to individual ad rotations. In my experience, incrementality has taken many forms and can’t be discussed without recognizing the cross-channel impact all marketing efforts contribute to the equation. Did your SEM campaigns or cobranded content influence the conversion? Or was it that lightbox that popped up when the customer was inactive for a few seconds on their cart page? Did they get an email yesterday with a catalog of new products, or was it a display ad that was served while they were catching up on the news? Do they follow an influencer who happened to talk about a similar product? 

It’s necessary to define any success metrics before spending time, capital, and resources executing a new campaign or gathering various data points. Below, I’ll share my perspectives on where incrementality sits in the priority list and why it doesn’t always have to be a critical success metric. 

What Is Incrementality? 

Since the beginning, multiple attribution methods have been commonplace in performance channels. As the digital industry and brands have evolved, so has the need for a different way to think about the effectiveness of paid campaigns. This is where incremental gains have become a hot topic: Can I really see if I’m getting the same customers, higher conversion rates, increased AOV, or any other important metric without this additional touchpoint in the broader funnel? 

So, what is incrementality anyway? You’ll find answers in many forms, but here’s a good summary from AdRoll to get you started. In short, incrementality measures whether a specific touchpoint or engagement pushed a customer to convert, when otherwise that conversion would not have happened without it.  

In the affiliate and partner marketing space, it’s common to hear the term when talking about increasing commissions to publishers, discounting to customers, or launching a new extension partner to see if the changes make an incremental impact on a brand’s programs. But in its true form, incremental value can only be determined by a comprehensive lift analysis, with control groups and multi-variate factors in play. And this isn’t the same as a single-channel A/B split test – we’re talking a full-funnel, cross-channel deep dive on all touch points – essentially all at the same time.  

What Does Incrementality Look Like? 

The short answer is, there is no right answer. Incrementality comes in all shapes and sizes. How it looks to you will be different than how it looks to me, based on our businesses, needs, goals, and various other factors. But that’s not very helpful when you’re trying to learn, so here are a couple example scenarios: 

Example 1: A customer is shopping online for a new vacuum, but they haven’t decided to purchase during that browser session yet. Then, a lightbox pops up to offer a 10% discount on first time purchases if the customer signs up for an email newsletter. The customer decides that’s the tipping point, and they end up buying the vacuum in the same session.  

Example 2: A finance brand is generating qualified leads from the same partner, but they want to see if they can increase their account sign-up conversion rate. They split their audience in half for two days, serve one group the standard landing page and sign-up flow, and serve the other group the same landing page and flow but with a 5% bonus added to their account if they register in the same session. 

Two similar but different approaches to what incremental growth can look like. These aren’t the most complex situations, but if you pull back and think about how many emails the customer received in the last few days, whether they saw other branding or content before choosing to shop, or simply the unknown variables, this becomes a bigger quest. 

Now, if we look at incrementality through the lens of a specific affiliate marketing scenario, it may look something like this: 

• Sample 1: group of customers who do not see an offer via their browser extension when at checkout  
• Sample 2: group of customers who do see an offer via their browser extension 
• Goal: Did the output from each group convert at the same, lower, or higher rate? What was the delta between the two groups? Did offering an incentive make a meaningful difference? 

In principle, brands are trying to understand the effectiveness of their campaigns (largely paid efforts), unlock data to get more efficient with their ROAS (return on ad spend), and better optimize the customer experience. Who can argue with the value of more consumer insights to optimize the customer experience and increase market penetration? Still, I have seen on many occasions the quest for incrementality lead to convoluted scenarios, unclear results, and stressed-out program managers.  

Why Incrementality Is Hard to Get “Right” 

Incrementality is subjective, almost to a fault. Its definition and value are going to sound different based on who you ask and which data points matter to your company the most. A direct-to-consumer e-commerce brand will have different success goals than an insurance brand looking to generate leads. A fintech startup is going to need a very different strategy than a mature enterprise retailer.  

I’m not suggesting you look at incrementality as a fool’s errand, not by any means – I’m actually a big fan of the tasks required to get this information, and I’ve seen how some businesses can leverage pieces of insight for future optimization. For example: On the affiliate marketing side, there have always been questions about whether lower-funnel discount partners actually impact conversions. So, brands will sometimes pause those partners for a short time to see if their run rate drastically changes – or they will pull down any active offers from a partner to see if customers still convert at a similar rate. But I’ve also seen many groups get flustered and overrun with the reality of having so many moving pieces that it almost makes it more difficult to showcase value in the channel or campaign. Or cobble together a version of a lift analysis for the sake of showing incremental growth, but lacking any real depth or actionable insight.  

I never wrapped my head around the mad dash to “prove” incrementality, and often within a short period. Working at an agency, this was a common theme I heard for justifying added costs: Prove to me you can get incremental results within 90 days, or we don’t believe in the affiliate channel. I can appreciate the level of urgency and risk the brand is taking, but unreasonable expectations and an ambiguous definition of success will simply be a waste of time and resources for all involved. I would frequently see how brands got more value in lowering their customer acquisition costs by negotiating better rates for media and exposure, or diversifying their partner mix to lower their effective CPA; maximizing their ROAS through a test-and-learn mentality by dipping their toes into a trademark plus campaign with a reputable partner, or reworking their syndicated content to reflect their brand’s evolution.  

Again, these activities can arguably fall under the incremental camp, but depending on what the business case is, they can also get lost in the shuffle of what we perceive that term to mean. Partnerships is one of those ecosystems that thrives on both direct, one-to-one co-branded experiences as well as a broader branding approach to educate consumers in an effort to build loyalty and trust over time. It’s what makes the concept of incrementality exciting but challenging to get right. As with any data you collect, it’s more important to understand what to do with it and how to leverage what you have for a better strategy in the future.  

How to Think About Incrementality as a Business 

Many brands seek “true incrementality” validation with investment in affiliates, an agency, or new technology, or just for specific paid media they are hesitant to invest in. I always enjoyed getting this question of how to think about incrementality, because it’s an opportunity to better understand how each group defines the term and what they look to gain from that insight. It’s a great way to learn new perspectives and share different points of view.

A full cross-channel approach is one way to think about it. A controlled cohort test in one channel is another. And everything in between. There are variables that will change the desired outcome, including shifts in the economy, consumer evolution, and disruptive brands coming into the market, so first and foremost, keep that in mind as you evaluate results. 

There’s no one-size-fits-all approach to incrementality. First, define which metrics are most important to the business overall. Then review each channel individually and address inefficiencies. For example, for the partnerships channel, you can ask, “Am I paying a partner too much commission based on the value of the customers they’re sending?” You can look at lifetime value or churn rates to start, and revisit that structure directly with your publisher so both parties can benefit. Or, “Am I spending too much on Facebook ads?” Take a percentage of that spend to test with micro-influencers to see if that changes things. Direct response is ideal for many brands, but the effect that social proof and branding can have over time creates an inertia that’s hard to find in other channels if done properly. 

In Conclusion 

At its core, incremental value can be a massive undertaking – depending on how you look at the situation. Don’t stop or get discouraged. Instead, set realistic expectations and take a bite-sized approach to understanding your audience before making any sweeping changes. Iterate on what’s working, and leave what isn’t on the back burner to reconfigure as needed. 

Don’t get hung up on incrementality as your primary metric or spend too many cycles trying to perfect it. You can determine the success of your business based on several factors, and this is simply one of them. That doesn’t mean getting more incremental data is a bad idea, nor should brands ignore its value in the mix. But a blanket approach or definition of the term for all brands isn’t the right way to approach it.  
 
My best advice is to adopt a test-and-learn mentality and gather more data on your customers to use across all your media efforts. Use control groups in select channels while offering different calls-to-action, offers, or products in others, and see if that yields any meaningful insight. At the end of the day, anything you do to lower your acquisition cost and increase engagement with your brand is a victory.  

Questions? Comments? Feel free to reach out to me at matt.miltenberger@tune.com. 

Apple’s privacy updates shipping with iOS 15 could mean the end of “opens” as a viable email marketing engagement metric. But as anyone who has been paying attention to the email marketing space knows, opens may already be one of the most unreliable engagement metrics. This update from Apple will force many email marketers to rethink the way they measure success — and that’s a good thing.

Changes to Mail in iOS 15

iOS 15 will include what Apple is calling Mail Privacy Protection, which will nullify email tracking pixels. This means email service providers (ESPs) will no longer be able to accurately track email opens. They also won’t be able to track geographic information, which is typically based on the IP address of the user that opened the email.

Worst case? Every email sent to an Apple Mail inbox could be reported as opened.

What This Means for Open Rates

Open rate is the number one email metric used by email marketers to define success. Open rates often drive powerful drip campaigns and are the backbone of list hygiene. Geographic information from IP addresses drives dynamic content widgets in more advanced campaigns. On the surface, with Apple Mail making up almost 50% of email client market share, this sounds like a huge loss.

Open Rates Were Already Suspect

However, open rates have been unreliable for a long time. Gmail has been caching email tracking pixels since at least 2013 as a way to speed up the email viewing experience for the end user. Gmail’s caching practice can take the form of tracking pixels being downloaded at point of delivery, even if the recipient never opens the email. Similar issues exist with geographical tracking based on IP address. If your ESP offers a map of recipients that have opened your email, all recipients using Gmail have been known to be grouped in Mountain View, California.

As of this writing, Gmail makes up almost 30% of email client market share. That means up to 30% of your audience’s open data could be inaccurate today.

There’s Still a Lot to Learn

Until iOS 15 rolls out, we won’t truly know the impact these changes will have on the way we measure engagement with email. It appears users will have the option to opt-in to Apple’s Mail Privacy Protection until users begin updating to iOS 15, we just don’t know how many people will adopt these changes. Keep in mind that changes come quickly, and it’s possible Apple will choose to automatically opt-in users to this service in the future.

Embrace Change: Double Down on More Tangible Metrics

To get ahead of the changes coming with the iOS 15 release, marketers can begin to shift the way they define a successful campaign. Focusing more on click rate will paint a better picture of your most engaged audience members. Personalizing content to individual recipients will drive email engagement higher. Even better, coupling your email campaigns with a platform like TUNE can give you engagement metrics beyond email, all the way to the point of conversion.

Privacy protection is a good thing for all of us. As marketers, it’s up to us to stay ahead of market trends and be the smartest marketers we can be. Start crafting a plan to modify your marketing strategy now to ensure your audience will receive the most relevant information from your brand.

Google Analytics won’t work for tracking affiliate marketing campaigns and activities. Here’s why.

Every year, more and more digital advertisers are increasing their advertising spend with affiliate marketing programs and campaigns, while interest in the industry continues to set new all-time highs. However, too many of these advertisers are relying on Google Analytics to track conversions. While this is a useful way to reconcile sales, it’s a bad way to work with affiliates and affiliate networks.

Why?

Google Analytics ≠ Affiliate Tracking Software

Let’s set the record straight here. Google Analytics is not affiliate tracking software. Google Analytics is web analytics software. And there is a very big difference between the two.

Affiliate tracking software like TUNE is purpose-built for measuring and managing affiliate marketing activities. It comes with native tools and features that allow you to effectively onboard, organize, and work with different affiliate partners as well as performance-based advertising networks.

On the other hand, web analytics software like Google Analytics is built to report on online performance and audiences. It can also give you basic insights into mobile. (That is, of course, as long as your audience and performance are on your site — there is no off-site tracking in GA.) And that’s it. Google Analytics does not provide the tools needed to manage affiliate partners and networks, nor does it have the capability to do so.

Issues With Using Google Analytics for Affiliate Marketing

If you’re still not convinced that a separate solution is the way to go, here are just a few problems you’ll encounter when trying to use web analytics software to manage affiliates:

• There is no system to generate/display affiliate pixels or postback URLs, which are required to track conversions on mobile and web.
• Placing affiliate pixels/postback URLs directly on a web page causes duplicate conversions.
• There is no interface provided for affiliate self-management (browse offers, get creative assets, check results, etc.)
• There is no way to set or manage affiliate payouts.
• There is no way to generate or manage invoices.
• There is no system for communicating with groups of affiliates or an entire program.
• There is no system to measure off-site or cross-site performance.

Example Issue: Conversion Discrepancies

To give you an idea of how this translates into real life, here’s an excerpt pulled from an old TUNE support request. It’s from a manager at an affiliate network working with an advertiser who uses Google Analytics for tracking:

I have a discrepancy with my advertiser, XXXXX. They show 60% fewer leads (20 vs our 64) than us this month. I sent them the IPs associated with all the leads that tracked in TUNE, and he found that some of these IPs come from some of their other publishers and not us. I’m not clear why I’m tracking some other publisher leads in my network.

Advertiser XXXXX above is using Google Analytics to track their affiliate marketing conversions. The affiliate network, a TUNE customer, provided the advertiser with their third-party conversion pixel in order to track the network’s conversions. Advertiser XXXXX placed the network’s conversion pixel in the code directly on their confirmation page, but separate from their Google Analytics tracking code. For this reason, the affiliate network recorded a conversion for every sale that had an active user tracking session associated with it, even when another publisher was responsible for the conversion.

This is a clear case where the advertiser needs a system to manage affiliate conversions. Affiliate tracking software enables advertisers to accurately identify and record an affiliate’s conversion pixels/postback URLs only when they should be credited for a conversion — not every time a conversion happens.

In the above case, advertiser XXXXX should have associated the affiliate network’s pixel with 20 conversions. If advertiser XXXXX had been using affiliate tracking software, it would have ensured that the network’s pixel was displayed 20 times — in other words, only when the advertiser was going to credit that particular network for a conversion.

In Conclusion

Despite all of these issues, Google Analytics is still a useful tool when applied in the proper situations. We’re big fans of integrating affiliate tracking software with Google Analytics for more insights.

If you’re a TUNE customer, you can learn how to integrate Google Analytics with your TUNE platform here. For a general guide, read up on tracking individual affiliate activity along with the rest of your marketing channels in this article: Integrating Google Analytics with Affiliate Tracking Software.

If you take one thing away from today, however, please make it this: Google Analytics is a reporting tool, not an affiliate tracking and management solution. If you’re an advertiser (or know of one) who runs affiliate marketing campaigns using only Google Analytics, pass this post along. It may save someone from wasting their time and money, or more importantly, from ruining an awesome business relationship!

This post was originally published in January 2012 and has been updated for accuracy and comprehensiveness.

Drumroll, please … it’s Part 3 of our Capture Every Conversion blog series! In this series, we’ve been diving into the details behind four conversion tracking methods covered in our new white paper, How to Become a Track Star: Your Guide to Tracking for Performance Marketing Campaigns. 

If you missed them, head over to Part 1 and Part 2, where we reviewed the pros and cons of cookie-based pixel tracking and server-side postback tracking. In this post, we’ll be exploring the third tracking method in our white paper, JavaScript SDK tracking. 

What Is JavaScript SDK Tracking?

JavaScript SDK tracking is a new and evolving client-side method for storing session data and measuring conversions. It was designed to provide conversion tracking in situations where traditional client-side methods fail — namely, on mobile web, although it works on desktop as well. 

Like traditional pixel tracking, JavaScript SDK tracking uses a snippet of code and makes the user’s web browser do all the hard work. However, this method differs from pixel tracking in that it uses first-party cookies instead of third-party cookies. It may seem like a small difference, but it’s not. Web browsers do not restrict first-party cookies in the same way that they restrict third-party cookies, because first-party cookies are fundamentally different. Head over to our article on first-party vs third-party tracking cookies for details.

At TUNE, we like to think of JavaScript SDK tracking as a mix between pixels and postbacks. It’s fairly easy to set up (like pixel tracking), and it provides accurate measurement (like postback tracking). It’s the best of both worlds, but it’s not the answer to everything. 

JavaScript SDK Tracking Capabilities

So why do we still recommend postback tracking over other methods, including this one? If it’s so easy and accurate, what’s stopping you from using JavaScript SDK tracking for every campaign? 

A few things.

Like we’ve said before, postback tracking is the most accurate, granular, and reliable conversion tracking method available to performance marketers today. Period. The reason why is that it uses servers to store and send information, which bypass all of the problem areas that result in poor measurement — browsers that block cookies, app store dead ends, et cetera.

JavaScript SDK tracking still needs a web browser to do all the work. That means it’s still susceptible to some of the same risks and limitations as traditional pixel tracking. 

For example, Apple’s Safari browser now fully blocks third-party cookies by default. That means pixel tracking won’t work at all in Safari, but JavaScript SDK tracking will. However, Safari also deletes all first-party cookies (and other script-writable storage) after 7 days without user interaction. If you’re using JavaScript SDK tracking, this means your conversion windows on Apple devices will be capped at one week. 

When to Use JavaScript SDK Tracking

JavaScript SDK tracking is a specialized solution that’s great at dealing with certain scenarios. It’s not a blanket solution for every tracking need.

For advertisers who prefer not to set up a server-side integration, TUNE’s JavaScript SDK provides a client-side alternative to pixel tracking. This method can be effective in the following cases:

1. Anywhere third-party cookies can’t be used
   – for example, on mobile web, or in desktop campaigns where users will be on Safari or Firefox
2. Social media campaigns where links can’t be used
   – for example, on certain platforms that prevent redirection
   – needs to be used in conjunction with Direct Links
3. For measuring organic traffic

In addition, JavaScript SDK tracking can also be used to support eCommerce cart management.

We still recommend using server-side postback tracking as your bread and butter. Other tracking methods, including the JavaScript SDK, simply can’t compete with the accuracy and reliability of postbacks. 

In Conclusion

In our new white paper, How to Become a Track Star, we talk about conversion tracking in terms of campaign health. If your tracking is strong, your campaign will be healthy. If your tracking is weak, your campaign is less effective and more susceptible to harm. It’s our way of making a dense, technical, often confusing subject a little more fun — while still getting the important bits across.

There’s just one more method left for us to cover: clickless tracking. See you for Part 4!

While you’re here, check out the rest of our How to Become a Track Star series, where we cover the pros and cons of four popular tracking methods for affiliate programs and performance marketing campaigns.

• Part 1: Pixel Tracking
• Part 2: Server Postback Tracking
• Part 3: JavaScript SDK Tracking
• Part 4: Clickless Tracking (Promo Codes)

Download the full e-book here!