Ensuring Fair Attribution in Affiliate Marketing: How Awin & ShareASale Are Leading the Way

In the evolving landscape of affiliate marketing, ensuring fair attribution has become paramount, especially with the rise of browser extensions influencing consumer journeys. Awin and ShareASale have proactively addressed this challenge by implementing strategies that promote transparent and equitable attribution for all publisher partners.

Establishing Industry Standards

Recognizing the complexities introduced by browser extensions, the Awin Group collaborated in 2010 to develop the Internet Advertising Bureau (IAB) code of conduct for downloadable software. This code serves as a foundational element of Awin and ShareASale’s network guidelines, ensuring that all publisher activities align with industry best practices. A dedicated Compliance team actively monitors adherence to this code, maintaining a fair ecosystem for all stakeholders.

Awin’s Approach: Soft Click Cookie Status

Awin requires publishers utilizing browser extensions to disclose their usage and, when appropriate, assigns them a “Soft Click” cookie status. This designation ensures that cookies from these extensions do not override those from other publishers or influencers within the Awin platform. Consequently, a “Soft Click” publisher earns a commission only if they are the sole click in a customer’s purchase journey or the last click among other soft click publishers. If a non-soft click publisher is also involved, the commission is attributed to the “hard click” publisher who secured the final click. This methodology allows advertisers to collaborate with browser extension partners without negatively impacting existing publisher relationships.

ShareASale’s Strategy: Conversion Lines

On the ShareASale platform, advertisers can utilize the “Conversion Lines” feature to craft custom attribution rules. This tool ensures that publishers initiating the first click are not overshadowed by incentive partners capturing the last click. While this approach differs from Awin’s, ShareASale plans to upgrade all customers to the Awin platform within the year, aiming to provide a unified framework for attribution.

Ensuring Transparent Partnerships

Advertisers can verify the cookie status of their browser extension partners by visiting the respective publisher’s profile on the Awin platform. For any uncertainties or questions regarding these partnerships, reaching out to account contacts is encouraged.

Commitment to Fair Attribution

Understanding the multifaceted paths consumers take before making a purchase is crucial. Recognizing and rewarding the contributions of various publisher partners ensures the success of an affiliate program. Awin offers advertisers flexibility in collaborating with influencers and other publishers through diverse payment structures beyond the traditional last-click model, such as campaign exposure fees and coupon attribution. Additionally, tools like the attribution manager empower advertisers to set rules that prioritize the most valuable clicks. Initiatives like the Conversion Protection Initiative (CPI) further underscore Awin’s dedication to preserving a fair and transparent affiliate marketing environment that benefits all parties involved.

---