We’re delighted to announce John Lewis has become the latest advertiser to track sales through their mobile site, which means 90 of the top 100 clients on the network are now reporting on handset transactions.
With traffic through mobile handsets exceeding 12% of the total network traffic in recent months, it has become increasingly important for mobile tracking to be added to advertiser’s sites.
Mobile commerce has been a major focus for Affiliate Window over the past few years. While other networks have focused on other areas of mobile, our priority has been to ensure our advertisers are tracking sales through mobile devices and publishers are being correctly rewarded for the sales they are driving in the here and now.
Earlier this year, we launched an initiative to ensure advertisers that did not have tracking on their mobile sites were diverting mobile traffic through to the desktop version of the site so the sale would in fact track. While this did not lend itself to a seamless mobile customer experience, it meant publishers were being fairly rewarded for the sales they were driving through mobile handsets. This was put in place as an interim measure and as soon as advertisers added tracking to their mobile sites, all traffic was sent back to the mobile site to ensure a fully optimised mobile customer journey.
We were extremely proud to see this initiative recognised within the industry as we received a Performance Marketing Award for Network Innovation. The initiative went on to win the ultimate prize, the ‘best of the best’ Grand Prix on the night. This came hot on the heels of the Mobile Retail Award in the best mobile affiliate campaign category.
When we first launched this initiative, we reported 85% of our advertisers were tracking sales through mobile devices.
These sales were being tracked in one of the following ways:
- Optimised mobile site complete with affiliate tracking
- Optimised mobile site running off and tracking through the same domain
- Non optimised mobile site, so sales track through desktop site
- Affiliate Window solution in place to divert mobile traffic to the desktop site
Since this list was first provided, we have been working hard to ensure additional advertisers are tracking mobile sales. While the percentage of the number of advertisers with mobile tracking in place is one metric to measure, it is more important to consider the percentage of revenue and commission that is being tracked. By ensuring the largest advertisers on the network are tracking, publishers can be assured they are receiving the commission earned through mobile devices.
With John Lewis being the latest advertiser to announce tracking has been added to their mobile site, we are now tracking 91% of revenue and commission generated through our advertisers. We are continually educating advertisers on the importance of mobile tracking and we have made great strides. By tackling the advertisers in batches we are confident we can reach 95% within a few months with the intention of being 99% tracked by year end.
Our aim is to provide as much visibility to publishers as possible, allowing them to make informed choices on which advertisers to promote. A full list of our advertisers and their status with regards to mobile tracking can be found here. This list will be updated regularly as more advertisers begin to track mobile sales.
If you are an advertiser with mobile tracking in place that is listed incorrectly, please contact email@example.com so we can update this accordingly.
To receive our regular mobile updates and industry insights, please sign up to our monthly strategy newsletters here.