Selecting the right tracking platform is a critical decision for any affiliate network. Whether you’re an emerging network just starting out, a new network finding your footing, or a mature network looking to optimize operations, your tracking platform will be the backbone of your business. This guide offers practical advice tailored to networks at different stages of growth.
For Emerging Networks
As an emerging network, you’re likely working with a limited budget and a small team, but you have the advantage of flexibility and the ability to build your processes from the ground up.
Key Considerations:
Scalability: Choose a platform that can grow with you. Look for:
- Flexible pricing models
- Ability to handle increasing data volumes
- Easy addition of new features as you grow
Ease of Use: Prioritize platforms with:
- Intuitive interfaces
- Good documentation and learning resources
- Responsive customer support
Essential Features: Focus on core functionalities:
- Basic tracking capabilities (clicks, conversions)
- Simple reporting tools
- Standard integrations (e.g., popular payment processors)
Cost-Effectiveness: Consider:
- Platforms with pay-as-you-go models
- Solutions with lower upfront costs but room for expansion
Practical Advice:
- Start with a platform like Post Affiliate Pro or Tapfiliate, which offer good functionality at a lower cost.
- Invest time in thoroughly learning your chosen platform to maximize its basic features.
- Focus on building solid tracking fundamentals before exploring advanced features.
For New Networks
As a new network, you’ve likely been operating for a year or two. You have a clearer understanding of your needs and are looking to solidify your position in the market.
Key Considerations:
Advanced Tracking: Look for:
- Multi-touch attribution capabilities
- More detailed conversion tracking (e.g., basket-level data)
- Fraud detection features
Reporting and Analytics: Prioritize:
- Customizable reporting dashboards
- Real-time data capabilities
- Basic predictive analytics
Integration Capabilities: Consider platforms with:
- API access for custom integrations
- Pre-built integrations with popular marketing tools
- Ability to handle multiple traffic sources
Compliance Tools: Ensure the platform offers:
- GDPR compliance features
- Tools for managing affiliate agreements
- Automated compliance checks
Practical Advice:
- Consider platforms like Everflow or Affise, which offer advanced features at mid-range price points.
- Invest in proper training for your team to leverage more advanced tracking and reporting capabilities.
- Start exploring API capabilities to integrate the tracking platform with other tools in your stack.
For Mature Networks
As a mature network, you’re dealing with high volumes of data, a large affiliate base, and complex operations. Your focus is on optimization, efficiency, and maintaining a competitive edge.
Key Considerations:
High-Performance Infrastructure: Look for:
- Robust, scalable architecture
- Global server presence for faster tracking
- High availability and disaster recovery features
Advanced Analytics and AI: Prioritize platforms offering:
- Machine learning-driven insights
- Predictive modeling capabilities
- Custom data warehousing solutions
Comprehensive Fraud Prevention: Seek advanced features like:
- Real-time fraud scoring
- IP intelligence
- Anomaly detection algorithms
Extensive Customization: Consider platforms allowing:
- Deep customization of tracking parameters
- Whitelabel solutions
- Flexibility to build custom modules
Enterprise-Grade Security: Ensure the platform provides:
- End-to-end data encryption
- Regular security audits
- Compliance with international data protection regulations
Practical Advice:
- Evaluate enterprise-level solutions like TUNE (HasOffers) or Impact, which offer the scalability and advanced features you need.
- Consider building a custom integration layer to connect your tracking platform with your proprietary tools and databases.
- Invest in a dedicated team or consultant to continuously optimize your tracking setup and leverage advanced features.
Universal Tips for All Network Stages
- Data Migration Plan: Before switching platforms, develop a comprehensive data migration strategy to ensure historical data integrity.
- Test Environment: Always set up a test environment to experiment with new features without risking live data.
- Regular Audits: Conduct regular audits of your tracking setup to ensure accuracy and identify optimization opportunities.
- Stay Informed: Keep up with industry trends and platform updates to ensure you’re leveraging the latest features and best practices.
- User Feedback: Regularly gather feedback from your team and affiliates about the tracking platform’s performance and usability.
Conclusion
Choosing the right tracking platform is a crucial decision that can significantly impact your network’s success. By considering your network’s stage, specific needs, and growth trajectory, you can select a platform that not only meets your current requirements but also supports your future expansion. Remember, the best platform is one that aligns with your operational needs, budget, and long-term strategic goals.
