Customer journeys are becoming increasingly complex, spanning not only multiple channels but also a number of devices. It is important for advertisers to understand these journeys and how, where and when visitors have arrived at their sites. While we are making strides in terms of understanding cross channel, cross device journeys, there is still significant work to do. Within the affiliate channel we have recently started sharing data insights derived from our exclusive cross-device tracking to help advertisers understand how consumers are interacting with different affiliate sites.
Over the past five years and prior to our cross-device technology launching, Affiliate Window has published data on customer journeys within the channel. This has served to understand typical affiliate paths to purchase, exposing a common myth that each transaction has multiple affiliate sites involved. This is certainly not the case, with 80% – 90% of all sales through the channel having just a single affiliate referrer. While this will obviously vary from sector to sector and by each individual advertiser, this figure is typically the benchmark for single interaction sales.