Senior E-Commerce Manager & Digital Strategist
A UTM parameter is a small tag added to the end of a link that tells your analytics where a visitor came from, and the difference between a team that uses them with discipline and one that does not is the difference between knowing which…
Continue reading...
A 4x ROAS can be a business quietly losing money on every sale. That is the uncomfortable truth at the centre of performance marketing's favourite metric: return on ad spend measures revenue per advertising euro, not profit, so a campaign can hit an impressive ROAS…
Continue reading...
Every performance marketing metric answers one of three questions: what does this cost, did it make money, or what is actually happening in between. Sort any acronym you meet into one of those three buckets and the alphabet soup stops being intimidating, CPC, CPM, and…
Continue reading...
A product feed is a structured, regularly-updated file containing all your product information, name, price, description, image, link, availability, that your affiliate partners use to promote your products accurately. It is the least glamorous part of an affiliate programme and one of the most consequential,…
Continue reading...
The choice between an affiliate network, a SaaS platform, and an in-house build comes down to a single trade-off: reach versus control versus cost. A network hands you a built-in audience of publishers and a manager to help, but you operate inside someone else's system…
Continue reading...
Most affiliate dashboards proudly display the numbers that mean the least. Total affiliates, total clicks, total revenue: big, reassuring, and almost useless for deciding what to do next. The numbers that actually tell you whether your programme is working, and what to fix, are quieter…
Continue reading...
The single biggest difference between an affiliate programme that scales and one that plateaus is not the commission rate, the network, or the tracking. It is whether the person running it treats their partners like a sales team they actively manage or like a list…
Continue reading...
An affiliate deeplink is a tracking link that sends the shopper to a specific product or category page rather than the merchant's homepage, while still recording which affiliate sent them. It sounds like a small technical detail. It is not. Sending a shopper who clicked…
Continue reading...
If you run an affiliate programme, you are almost certainly crediting your partners for fewer sales than they actually drove, and the gap is widening every year. The cause is the steady collapse of browser cookie tracking: privacy features like Safari's Intelligent Tracking Prevention, the…
Continue reading...
Server-to-server (S2S) tracking, also called postback tracking, records an affiliate conversion by having the merchant's server send the sale data directly to the affiliate platform's server, with no cookie and no browser involved. That one architectural change, moving the conversion record off the shopper's browser…
Continue reading...
Comparison sites and Comparison Shopping Services (CSS) are affiliate-adjacent partners that list your products alongside competitors so shoppers can compare, then send the click your way for a fee or a commission. They are the partner type most programmes barely think about, which is a…
Continue reading...
Influencers and creators are the fastest-growing partner type in affiliate marketing, and the reason is a shift in how they get paid. Traditional influencer marketing meant paying a creator a flat fee upfront for a post, and hoping it worked. Affiliate flipped that: the creator…
Continue reading...
Content and editorial publishers are affiliate partners who earn commission through genuine editorial work, product reviews, buying guides, comparisons, how-to articles, the kind of content people actively seek out when they are trying to decide what to buy. They are the opposite end of the…
Continue reading...
Coupon and deal sites are affiliate partners that promote discount codes and offers, and the honest answer to whether they help or hurt is: both, depending entirely on how well you control them. Run well, with unique codes and clear rules, they bring real volume…
Continue reading...
Cashback and loyalty publishers are affiliate partners that share part of their commission back with the shopper, as cash, points, or perks, so the customer gets rewarded for buying and the publisher earns the rest. They are usually large, high-reach platforms, they are often among…
Continue reading...