De duplication across multiple channels and the effect to affiliates


De duplication across multiple channels and the effect to affiliates


Many online advertisers operate across many online channels.  Typically these include Search, Display, Affiliates to name but a few.  Most advertisers use a different Agency or Network to perform these marketing tasks and more often than not each of these channels utlise an entirely separate tracking technology to record the sale.  Typically each of these tracking technologies requires a separate individually piece of code called a tracking tag (normally a 1×1 pixel or a JavaScript call) to be implemented on to the action page.  The action page is typically the confirmation page of e commerce website or application form. 


Herein lies the problem. 


Each of these tracking technologies does not talk to each other (and why would they as they are designed by separate companies) and typically theses tags are called every time the confirmation page is accessed.


The Consumer path to conversion is rarely linear if ever linear and often means that the Consumer touches multiple channels marketing activity before signing up.


Let’s use a practical example


While surfing online Lauren’s searched for a Netbook on Google!


Lauren wonders, “A Netbook, hmmm…I want one, I will do more research”


A week later Lauren sees the Netbook again, in a rich media MSN ad.


“This Netbook would be a great present for me…”


That very same day Lauren begins comparing prices and reviews online (dgm affiliate website)


Lauren decides, “That is the Netbook, I will click through and buy”


In this instance if the Netbook Advertiser does not de duplicate the activity across multiple channels they may find that both, Google, MSN and dgm’s tracking system all record the sale.


That is three instances of one unique sale CPA that may be wrongly attributed and therefore wasting the Advertising budget.




In our experience we have seen large scale advertisers waste significant Ad budget on wrongly attributing the conversion or paying for multiple sales that just don’t exist.  We are not talking small sums either.  On average 20% of all online sales can be duplicated across channels if you do not have the right tracking you can never know for sure.




        1/3 reach of a campaign is to users across multiple channels

        2/3 of converters come from users reached across channels

        Frequency of overlap is 4 times exclusive reach


In some instances the more exposure you are running the more duplication there is.


Above diagram represents a pictorial example of potential duplication across multiple channels 


When working across multiple online channels it is of tantamount importance that you measure each unique application or sale and attribute it to the correct channel that drives and engages the customer.


dgm invest heavily in de duplicating technologies across multiple channels and do so for all their clients who can implement this strategy. 95% of all dgm finance clients adopt de duplication methods but do so with different technologies. 


The widely accepted industry standard for de duplication is last click in the sales path is attributed the sale


A key point to raise is that dgm and almost everyone else including Google believe that Post Impression should NEVER take precedence over a click in conversion attribution.


We have seen Advertisers rely heavily on Post Impression tracking buying small Ads  / buttons on Real Estate web sites and attributing the sale to this impression when really the inherent work of this ad as a precursor to Customer engagement really does not stack up.





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