Affiliate Window Introduces the AWin Index for Affiliates
January 21st, 2010Update 29/01/10: Due to the vast amount of user feedback and suggested enhancements, we will be delaying the release of the Affiliate AWin Index until we have implemented improvements and additional levels of functionality. We foresee this to be available within the next 3-4 weeks but will keep you updated as soon as we have a definitive date.
Chris Giddins, Product Director
Following the success of the merchant AWin Index and the support it has received from the affiliate community, Affiliate Window are pleased to announce the extension of this insightful tool.
In the next phase of the Darwin Affiliate Directory, due to be released next week, we will be launching the AWin Index performance metric for affiliates.
Similar to the existing merchant index, the affiliate index represents an individual performance score for each affiliate, for every sector that they promote. It will be calculated based upon five key factors deriving a value between 0 – 100. These include: click volume, transaction volume, conversion rate, affiliate type, and number of merchants promoted within a sector. The number is calculated on the previous three months worth of transactional data. For those affiliates who have been on the network for less than three months, no score will appear; rather they will be identified as ‘new’ until post three months activity.
Specific performance values that make up the index, such as click volume, transaction volume, conversion rates and the number of merchants promoted in a sector, will not be disclosed to merchants. However merchants will have the standard visibility of an affiliate’s performance on the merchant’s own programme.
Affiliate AWin Index scores will be available to view next week. You can view how they will be displayed immediately on your affiliate profile page.
If you have any questions regarding the affiliate AWin Index or would like further details, please contact the Darwin Team.
FAQs
Why did Affiliate Window include an affiliate AWin Index?
Affiliate Window developed the affiliate AWin Index to provide merchants with a metric to gauge the performance and value that an affiliate could add to their programme.
The affiliate AWin Index scores also improve the results that are displayed within a directory of affiliates; allowing those that drive performance and value and who have a strong affiliate AWin Index score to appear higher within the directory results.
What factors are used to decide the score?
For each programme an affiliate promotes, a score is calculated using an algorithm that uses the affiliate’s own values for click volume, transaction volume, conversion rate and also a value that is attributed dependent on the affiliate’s primary promotion type. These values are calculated against the number of programmes an affiliate is promoting in a particular sector.
How can affiliates improve their affiliate AWin Index score?
By improving their conversion rate and the number of clicks and transactions that they generate for each programme in a sector. Also, significant improvements to a score can come from the number of merchant programmes an affiliate is promoting in any given sector.
Does the affiliate AWin Index score favour the affiliates who make the most money for Affiliate Window?
No, the affiliate AWin Index gives a greater score to those who drive performance based on a number of factors. The biggest factor taken into consideration is the affiliate’s conversion rate. Therefore, an affiliate who converts really well has the opportunity to get a score similar or even higher than an affiliate who generates more transaction volume at a lesser conversion rate.
How can I see what my affiliate AWin Index scores are?
An affiliate’s AWin Index scores for each sector that they promote are visible on the ‘Performance’ tab on the affiliate’s own profile page. Affiliates will need a Darwin account and will need to have linked their affiliate account to their Darwin account to access their affiliate profile.
Who can see my affiliate AWin Index scores?
Currently, only you and the merchants on the Affiliate Window network can see your scores. We do plan to make this information available for all Affiliate Window Darwin users to see, including other affiliates, as this replicates the transparency available to merchants.
It is unlikely that merchants will decide whether or not to work with an affiliate by AWin Index score alone; how your profile looks, the content you include to support this, web-site content and your specialism will all have a bearing. Naturally, some affiliates may have concerns about this ‘open’ approach and we would welcome their feedback.
Can merchants see the performance figures that make up the score?
Merchants can only see the overall score for an affiliate’s performance in a sector. The actual values making up the index, such as click volume, transaction volume, conversion rates and the number of merchants promoted in a sector, will not be disclosed to merchants. However merchants will have the standard visibility of an affiliate’s performance on the merchant’s own programme.
Will merchants just focus on the highest scoring AWin Index affiliates?
It largely depends what the merchant is trying to achieve. If they are successful they may already know who the top performers are and ultimately may be looking for strong middle tier opportunities. Alternatively they may be looking for niche long tail partners who specialise in a particular sector. Ask yourself this; do you just choose the merchants you promote based on their AWin Index score alone or is this just another factor for consideration amongst many?
What makes a good affiliate AWin Index?
Affiliate performance that shows a good conversion rate for the merchants you promote obviously scaled by the volume you drive. Cross sector performance will also help if you diversify your portfolio.
Can other networks see who the top performing affiliates are?
Possibly, but a top sector performer on one network may not be the same on another.
January 21st, 2010 at 5:33 pm
An interesting development and as an affiliate who’s most certainly going to see a low index rating due to being able to deliver high traffic with low conversion I’m a little concerned by it and what it could entail.
AMs are already coming to us and saying “this CR statistic isn’t good for our program” and I get the feeling some would like to boot us off to get their own figures looking nice (rather than just dismiss us in a report as a stats anomaly or understand what we do for their company not just their affiliate program).
By having a poor Awin Index value could fuel that argument in a merchant’s favour.
Therefore, is there anyway (or perhaps even a plan too) break down an affiliate’s performance by domain.
E.g you’re able to see our clicks/sales come from Site 1,2,3… now Site 1 is our high traffic poor converting site… but Site 2 (which could be a sub domain) could be low traffic but good conversion. Site 3 could be niche and converts like a good ‘un.
Now a merchant won’t know that because Site 1 will swamp the ratings – and will dismiss us… yet Site 2 or 3 may be good for them.
Concerned from Swansea
Jason
January 22nd, 2010 at 9:32 am
Hi Jason
I do see your point. I do feel it’s unlikely that merchants would cull a programme’s affiliates based on AWin Index scores. You have an AWin Index score for a reason, and that is because your are delivering performance and value. Educated merchants should take all factors in to consideration and should certainly not be removing the long tail of affiliates who may have a low AWin Index score compared to the higher performing affiliates on their programme.
There is no plan to make AWin Index scores specific for a domain. Technically, there are quite a few issues with getting it to work. It’s not possible to determine on 100% of clicks who the referrering domain is as sometimes that information is blocked or lost because of an affiliates use of analytics or link tracking tools. Getting it to work 100% reliably would mean additional parameters (site IDs) being added to affiliates links so that we can identify the sites generating transactions. All affiliates would have to do it and it is not realistic for us to expect affiliates to change their links in such a widespread way.
I hope this answers your questions.
Regards
Chris Giddins
Product Director
January 22nd, 2010 at 2:24 pm
Please note that this post has been updated as the AWin Index for Affiliates will not be released on Monday the 25th, due to final beta testing to be completed, however it will be available within the next week. Will update as soon as it’s officially released.
February 4th, 2010 at 5:46 pm
I agree with Chris. Being an AM for Printerinks. I’d never cull those that are bringing in sales even with a low conversion. I would try to help that affiliate get the tools he needs to make the conversion. if the conversion just isnt there, so be it. I am not going to remove a performer because I want to fluff my report card. EPC is important to many affiliates.
Awin index goes a bit further to include that in their metric. I appreciate it because it allows me to see trends and to see the picture for what it is. An Awin index on affiliates would help the merchants see the trends and better ascertain the situation with affiliates. E.G. would it be more beneficial to run an ad campaign with affiliate (A) or (B)? Of course you cannot base this information on ONE metric, but it does help.
I look forward to new tools that affilaite window has to offer.
Kind Regards,
Bradley Senkovich
Printerinks Affiliate Manager