Analysing Programme Performance

November 9th, 2007

A recent thread on the A4U Forum questioned the availability of sale approval statistics (the number of sales validated) for one of our programmes.

This made me realise that perhaps at Affiliate Window we don’t make it clear enough that we offer a wide range of data to help affiliates make considered decisions about the programmes they can promote, all readily available to download, including the above statistic. In fact I don’t think any other network in the UK offers such a complete range of information for its affiliates.

So what’s available? Well hopefully you’re aware of the AWin Index (a snapshot rating for every single programme on the network). This is displayed numerically as a score out of 100, enabling affiliates to compare programmes within a given sector to see the best of breed for that vertical.

The AWin Index is based on four key metrics
Earnings per click (EPC)
Validation period (the average time it takes a sale to be processed)
Conversion (click to sale percentage)
Approval rate (percentage of sales that are approved).

Awin Index Example

Having established this information we iron out discrepancies by using 3 months worth of data and then apply standard deviation to arrive at a reliable ‘average of the average’ score.

The Awin Index has been very well received and allows us to encapsulate at a glance the quality of the programme.  You are able to download a pretty hefty spreadsheet featuring all the data mentioned above and more. Besides sector categorisation you can also see commission ranges and product feed status.
When I started at Affiliate Window around a year ago I realised this data was available however we were unnecessarily quiet about its availability!  So we recently put the data together in a colour coded spreadsheet and distributed to some of our biggest and up and coming affiliates. Whilst it’s difficult to quantify the knock on effect there’s no doubt that making this information available allows all affiliates to make an informed choice. No one is guaranteeing a programme’s performance but if you’re armed with the tools you need you can at least make an educated appraisal of its potential success.

And if you’d like to pull the data for yourself log into your account, click on ‘Join New Merchants’ or ‘Current Merchants’ and download the information in a .csv file by clicking on the Excel icon.

So what for the future? We don’t want to rest on our laurels and as a network that prides itself on development we want to enhance the product offering. So fire away; if there’s specific data, information or reporting you require we really want to hear about it. You can either post here or drop me an email: Kevin.Edwards@affiliatewindow.com

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