How do I send my conversions to the Awin Affiliate platform only if the affiliate is the last paying click before purchase?

Solution

Marketing Mix Modeling
Attribution
Analytics
Activation

Module

Drive & Analyze
To plan
Enable
Data mining
Privacy Center

Problematic

Compensating affiliate partners based on cost per acquisition (CPA) is a common practice in affiliate marketing.

In this model, advertisers pay affiliate partners for each conversion generated, such as a purchase or registration, attributable to their marketing efforts.

However, this model can give rise to situations where several partners claim the contribution to the same conversion.

This issue raises the need to deduplicate conversions in order to ensure fair and accurate remuneration of partners.

Furthermore, the prospect of an internet without third-party cookies raises the need to be able to send these conversion events on the server-side rather than through a JavaScript tag called on the browser side (client-side).


Objective

Awin is an affiliate platform that allows advertisers and publishers to grow their online businesses.

If you take advantage of their affiliate marketing network, the partnership between Eulerian and Awin will allow you to transmit your attributed conversion data to them in real time in order to optimize your campaigns and ensure the remuneration of your affiliates, after deduplication and attribution according to your attribution model .

For example, would you like to track sales attributed to your affiliates when they are the last paid click? To do this, configure the Server-Side Conversions connector directly.

How Eulerian can help you

  • Comprehensive collection of browsing data, conversions, and advertising interactions
  • Native Server-Side Connector (CAPI)
  • Deduplication and sending of conversions according to your attribution model
  • Sending the ID of the affiliate who initiated the conversion within the conversion call

Difficulty

Simple
Intermediate
Advance


How to do it?

This connector does not require any authorization setup (Auth), partner segment or cookie matching. The reconciliation between a click and a conversion is based on a specific Awin ID transmitted at the time of the click .
You should therefore ensure that the awnid parameter is present in the Awin click tracking URL. This parameter is automatically added by Awin to the tracking URL and you can therefore see its presence when the landing page loads.


Configure the Awin Server-Side Conversion Connector


Go to: Settings > Activation > S2S > Add Connector > Awin

You arrive at the connector configuration window.


Connector Name : Name of your connector (free field)
User Consent Settings > IAB Vendor: Select Awin
Purposes: Select “Store and/or access information on a device” + “Measure ad performance”
If you have not yet configured consent management for TCF V2 vendors, go to this documentation:  https://eulerian.wiki/doku.php?id=fr:modules:collect:gdpr:setup_tcfv2 

Do not hesitate to contact your customer success team for any support request at  am@eulerian.com 
Call Type : Select "site centric (ea_collector)"
Advertiserid : Enter the advertiser id provided directly by your Awin partner

Click onfollowing


Your connector's trigger rules


Once the connector is configured, you will need to specify the trigger conditions:

Choose the connector trigger rules:
    Select “Make a sale” then click “Yes”.
    Select "Current Lever > Media Name (Extended) > Contains > indicate the name of the awin media as declared in your ad tracking links at the eaf-publisher= parameter
Click on"Confirm" to move to the next screen, then click on the “Rules” tab.

At the top left of this new window, you will be able to select the attribution rule.

Here we have selected the “Last Paid Click” attribution view as an example.
You are free to select the attribution view that will be used to remunerate your partner.


If you would like to send additional data to Awin to enrich your conversion events with data such as affiliate ID, order reference or other), you can add custom parameters.

To do this, click on the “Custom settings” tab, then click on “Add”.

If you wish to add custom parameters, you should first contact your Awin partner to specify the use cases as well as the name of the parameters and expected values.


Finally, to check if your connector is active, go to the " Partner Connector Attributes" tab. The "Active" button must be activated.