Publishers Rejoice - Cross-Device Tracking Is Here
Just as businesses have to cater to users' evolving expectations and habits, so too do the affiliate networks that support advertisers and publishers, yet not all networks provide cross-device tracking to reward publishers for transactions made on more than one device.
Affiliate Window just announced cross-device tracking capabilities have been added to its offering, coming on the heels of its network traffic reaching 50 percent from mobile devices in Dec. 2014.
Last year, a small group of early adopters, including Shop Direct and The Hut Group, paved the way for this technology now at Affiliate Window.
"By being able to measure and optimize across device we make the right decisions and we give mobile the investment it deserves," said Ryan Jones, Affiliate Manager at Shop Direct. "This is particularly important in CPA channels in which if we cannot track cross device influence we cannot reward our publishers for mobile influence, the new product developed by Affiliate Window could be a game changer for the Shop Direct affiliate program."
Affiliate Window's cross-device tracking works by building profiles, which can be associated to devices. According to the network, the profiles allow it to understand when a user has interacted with an advertiser’s site via one of its links, and then purchased via another device within a pre-determined time window. If a sale has been driven by one of its publishers during the time window, it will be recorded. These sales still require the necessary validation that all current transactions have to ensure they were properly completed.
Affiliate Network reports a 9.5 percent uptick of total sales tracked cross-device for clients that are running the new solution.