Influencer marketing has been increasing in popularity for years, as more brands discover influencers to be some of their most effective marketing partners. But influencers can also be one of the most difficult partners to measure, since they work across multiple channels and platforms. Luckily for performance marketers, there’s a simple solution: clickless tracking via promo codes.

In this article, we’ll explain how clickless tracking works, where promo codes fit in, and why you should start using promo codes to measure your influencer campaigns. 

What Is Clickless Tracking?

Clickless tracking is a way to attribute conversions without requiring the customer to click on a tracking link. 

One of the most common examples of clickless tracking is the promo code. Promo codes, which are also known as vanity codes, discount codes, and referral codes, are perfect for measuring campaigns where tracking links are ineffective or impossible to use. 

For example, let’s say you want to promote your subscription meal delivery service on a podcast about cooking. Listeners who are interested in your service can’t click on an affiliate tracking link. Instead, the podcast host reads your ad, directs users to your website or app, and tells them to enter a special promo code at checkout. Whenever a listener uses that promo code to sign up for your service, the podcast partner gets credit for the conversion. 

With clickless tracking, the promo code acts like an affiliate tracking link, letting the advertiser know exactly which influencer drove which conversion. And because promo codes are not restricted to a specific link on a website or app, they offer advertisers valuable access to scale. 

Promo Code Basics

While popular with marketers for measuring influencer campaigns, promo codes can be used virtually anywhere that advertising exists (given you have the technology to implement them). This includes online platforms, offline media, and anything in between. That makes promo codes infinitely adaptable, and allows them to open up additional marketing channels for any advertiser or affiliate program. 

Examples of channels where promo codes can be used to track conversions: 

• Instagram
• TikTok
• YouTube
• Twitch
• podcasts
• brick-and-mortar stores
• billboards
• magazines
• radio
• TV

Influencers in particular are fans of promo codes because they are platform agnostic, making them perfect for cross-channel promotion. An influencer can use the same promo code in an Instagram feed, an email blast, and a YouTube video, and easily track conversions across each of those channels, despite the difference in how their fans consume each medium and message.

To make clickless tracking work across these channels, advertisers need to have a certain level of control over their shopping cart functionality and tracking capabilities. Specifically, you need to be able to add a promo code field to your website or app checkout page. You also need to be able to pass checkout data in a conversion link (i.e., identify what code is used at checkout and send that information back to a tracking platform like TUNE). You can learn more about how the TUNE platform handles promo codes in this help article.

All this sounds great, right? However, it is important to remember that promo codes are a niche solution, not a way of life. If you are an advertiser with an affiliate program, and you have the ability to use link-based tracking, use it — as long as you’re using postback tracking, not pixel tracking. Pixel tracking is an inherently risky attribution method to use, with browsers like Safari fully blocking the use of third-party cookies for marketing purposes and others like Chrome constantly changing their stance and technology for handling them. 

To future-proof your tracking, we suggest adopting server-to-server tracking methods like postback tracking as soon as possible. (Check out this help article to learn more.)

Final Thoughts

Promo codes are a great way for advertisers to diversify their partnerships beyond traditional web-based affiliate marketing. And because clickless tracking does not require cookies to work, promo codes will remain in use for the foreseeable future, even as other tracking methods become obsolete or fall out of favor.

If you’d like to learn more about how to track promo codes in a platform like TUNE, visit our Promo Codes help article. Still have questions? Email us at partnermarketing@tune.com. 

This article was originally published on PerformanceIn.com and has been updated with new data and insights.

The third-party cookie has been on quite the roller coaster over the last few years. In 2017, Apple introduced Intelligent Tracking Prevention (ITP), a WebKit feature designed to reduce cross-site tracking. A year later, ITP 2.0 killed the third-party cookie in Safari, leaving anyone who still relied on client-side tracking scrambling for a solution. And in 2020, Apple started to block all third-party cookies in Safari and iOS by default.

While all this was going on, Google, Mozilla, and other major browsers made their own promises and plans to phase out the third-party cookie. But in 2024, Google did what no other browser had done before: a u-turn on their third-party cookie plans. They announced that they were giving up on eliminating the third-party tracking cookie in Chrome, shocking the affiliate marketing industry and raising even more questions about the future of privacy and tracking.

The saga above is just one reason we’ve always said to “cut out the cookies” in resources like our tracking guide. Third-party cookies are bad for your health — your tracking health, that is. In the context affiliate marketing, what this means is third-party tracking cookies will compromise your campaigns. First-party tracking cookies aren’t great for them, either, but there are important differences between the two.

In this post, we’re crumbling the tracking cookie to show you what it’s really made of, addressing the differences between first- and third-party cookies, and reviewing why relying only on cookie-based tracking will only hurt you in the end. 

Browser Cookies: A Bite-Sized History

While the internet has been around in some form since the 1960s, it didn’t evolve into the World Wide Web we know today until 1991. The first websites were basic, clunky, and far from user friendly, but their commercial potential was obvious. 

However, unlike brick and mortar businesses, websites had no way of knowing who was walking in the door, so to speak. Every user was anonymous, so websites offered every user the same experience — a poor one.

That all changed in 1994, when Lou Montulli invented the HTTP cookie.

An employee of Netscape, Montulli had been tasked to find a way to store incomplete transaction information in a user’s computer, rather than a business’s servers. His solution was a browser-based “cookie,” or a piece of data that could be stored by a web browser on a user’s computer. (He borrowed the term from “magic cookie,” a data file used in programming.) 

Suddenly, cookies made it relatively easy for a website to collect, store, and monetize visitor data. So, naturally, every website started using them. 

Different Types of Cookies

Cookies improve user experience. They make it possible for websites to remember user preferences, store items in shopping carts, and do a thousand other useful things. Cookies also perform essential functions on the web, such as authentication. Some of these jobs are more sensitive than others, or require specialized functionality, so different “types” of cookies exist to handle different tasks. 

(We say “types” in quotation marks because, technically, every cookie is the same type of file. They can contain the same information and functionality. What’s different is how they are created and used.)

Some types of cookies include:

• Session cookies
• Persistent cookies
• Secure cookies
• HTTP-only cookies
• SameSite cookies (of Google Chrome 80 fame)
• First-party cookies
• Third-party cookies

If you’re a digital marketer, you’ll recognize the persistent cookie, just maybe not by name. 

A persistent cookie is simply a cookie that expires after a specific date or time frame. Until it expires, a persistent cookie will share its information every time the user interacts with the domain it belongs to. This interaction can be on the website where the cookie was created, or via a resource belonging to the original website that is hosted by a different publisher, like a banner ad. 

For this reason, persistent cookies are also called tracking cookies. 

Tracking Cookies: First-Party vs Third-Party

Tracking cookies come in two flavors: first-party and third-party. The “party” in both terms refers to the website that sets the cookie. 

First-Party Cookies

First-party cookies are set directly by the website you’re on, either by the publisher’s web server or JavaScript loaded on the website, and only the same domain can access them. The domain of a first-party cookie will be the same as the domain in your browser’s address bar.

As first-party cookies come from a trusted source — the website you’re actively visiting — browsers allow them by default. That’s generally a good thing, because these cookies enable much of the functionality you’re used to when browsing the web. 

If first-party cookies were blocked, you would have to log in to your favorite website every time you visited. You wouldn’t be able to purchase multiple items while shopping online, because your cart would reset with every item you add to it. And so on.

You can still choose to disable first-party cookies in any browser, or delete them at will — just don’t say we didn’t warn you.

Third-Party Cookies

Third-party cookies are not set by the website you’re on. Instead, they are set by an external server (e.g., a tracking platform) via a piece of code loaded on the website you are visiting. These cookies can then be accessed on any website that loads the code from the same third-party server. Since they share information across websites, third-party cookies are also known as cross-site cookies.

Third-party cookies are used in online advertising because they make it easy for marketers to collect data about consumers and use it to serve relevant ads across the internet. Unfortunately, many websites use third-party cookies to collect this data without the consumer’s knowledge, mine unnecessary personal and behavioral information, and track users wherever they go online. These practices have led to increased global scrutiny and mistrust of the digital advertising industry and driven new legislation to protect consumer privacy and data security.

Browser support for third-party tracking cookies is rapidly declining. Many major browsers now block them by default, and others have announced plans to phase them out entirely:

• In Safari and iOS, Apple’s Intelligent Tracking Prevention (ITP) blocks all third-party tracking cookies by default. (Remember ITP 2.0? It started the shift towards cookie blocking in late 2018.)
• In Firefox, Mozilla’s Enhanced Tracking Protection blocks all third-party tracking cookies by default.
• Google announced in January 2020 plans to phase out support for third-party cookies in Chrome within two years, while Chrome’s Incognito mode now blocks all third-party cookies by default.

Should You Use Cookies in Performance Marketing?

We admit it — not all cookies are bad. The internet as we know it couldn’t work without first-party cookies. Tracking cookies, however, are a different story.

When we tell you to cut out the cookies in our white paper, we mean tracking cookies in general, and third-party tracking cookies in particular. But even first-party cookies, when used for digital tracking purposes, have limitations and drawbacks. 

Third-Party Cookies and Pixel Tracking

Third-party cookies and web browsers power pixel tracking, also called client-side tracking or cookie-based tracking. Cookies are simple, and web browsers do all the work of storing and sending information in pixel tracking, so it’s easy to implement and use. Unfortunately, cookies are also easy for browsers to block, users to delete, and bad actors to leverage, leaving marketers and their campaigns at risk. Not to mention, pixel tracking works only on desktop web.

Pros: Easy to set up and share data. 

Cons: Inaccurate, unreliable, prone to fraud, doesn’t work on mobile, doesn’t work in browsers where third-party tracking cookies are blocked (i.e. Apple’s Safari, Mozilla’s Firefox, and soon Google’s Chrome).

First-Party Cookies and JavaScript SDK Tracking

First-party cookies can be used as third-party tracking cookies in certain situations. This can bypass some browser restrictions, but it’s not a panacea for pixel tracking.

TUNE’s version of this tracking method is called JavaScript SDK tracking. It uses a JavaScript code snippet and first-party cookies, and still makes the browser do all the work. Therefore, it’s still susceptible to some of the same risks and limitations as pixel tracking. For example, Safari deletes all first-party cookies (and other script-writable storage) after 7 days without user interaction. If you use this tracking method, then your conversion windows on any Apple device are capped at one week. We go into more detail on the effects of Apple’s anti-tracking measures here.

Pros: Works on desktop web and mobile web, more reliable than pixel tracking, less sensitive to browser restrictions.

Cons: Implementation is more complex than pixel tracking, browser and cookie restrictions still apply, cannot track cross-channel, difficult to troubleshoot.

Conclusion: Cut Out the Cookies, Pivot to Postbacks

We stand by our point: All tracking cookies, whether first-party or third-party, will hurt your tracking health in the end. When superior solutions like postbacks are available, there’s no need to risk your campaign health with either one. 

Postback tracking, unlike pixel and JavaScript SDK tracking, does not rely on web browsers to work. Also called server-side tracking or server-to-server tracking, postback tracking uses direct server communication instead. This frees marketers from cookie-based browser restrictions and provides complete control over campaign tracking. Even better? It works cross-channel on desktop web, mobile web, and mobile apps. 

For the short list of pros and cons, plus how postbacks compare to cookie-based tracking, read “Pixels vs. Postbacks: Which Tracking Method Should You Be Using?”

For a more in-depth look at all of these tracking methods, download our white paper: How to Become a Track Star: Your Guide to Tracking for Performance Marketing Campaigns. 

Performance marketers who continue to rely on the dying third-party cookie do so at their own risk. Whether the same fate awaits first-party tracking cookies is unknown, but we don’t suggest waiting around to find out.

Photo by Nesa by Makers

When it comes to performance marketing, one of the biggest questions you can ask yourself (or your advertiser) is what kind of conversion tracking protocol you want to use: pixel tracking (client-side) or postback tracking (server-side). There are benefits and disadvantages to each, and it’s important to distinguish between them if you wish to be successful. So, let’s break it down.

First — definitions:

Pixel Tracking

Also called client-side, cookie-based, in-browser tracking. This method relies on the user’s browser to track conversions by placing a cookie on the click that is called again on conversion to authenticate the session and attribute the conversion to the correct affiliate. Pixel-based offers use cookies to track because they can store the session values in the cookie, and with the way pixels are designed to track, can extract this information from the browser easily. As a result, setting up an offer to track using pixels is very simple and only involves placing the HTML offer pixel on the conversion page.

Use pixel tracking when:

TUNE’s general recommendation is to use pixel tracking as little as possible, as pixel tracking only works for non-mobile web traffic where cookies can be stored. Additionally, major browsers like Safari, Chrome, and Firefox are moving away from allowing tracking-related cookies even for first parties.

As the last resort, use pixel tracking if the following are true:

The offer’s advertiser is unable to send server-side conversion notifications.
The offer does not involve mobile app installs.
The offer’s desired end users are on browsers that support tracking-related cookies.

For more information, check out this TUNE support article explaining implementation of pixel tracking.

Postback Tracking

Also known as server-side, server call, server 2 server (or server-to-server), s2s and, mistakenly, server pixel tracking, relies on the advertiser’s servers to track sessions generated on clicks to attribute conversions.  The servers record and then pass the transaction ID back to TUNE. This method is independent of the user’s browser. Postback tracking can be thought of as two separate processes: what happens when a user clicks on an offer and what happens upon conversion.

Leading up to the conversion:

1. User sees an offer.
2. User clicks on the offer.
3. Click goes to a TUNE server. The server records the click, then generates and records the ID for that session (in most cases the transaction ID).
4. TUNE immediately directs the user to the offer’s landing page, including ID for that session in the offer URL.
5. User sees offer’s page on advertiser’s site. Advertiser’s site handles recording that session’s ID however it deems fit, such as storing it as a variable in an e-commerce site or SDK in a mobile app.

When the user converts on that offer:

1. The advertiser’s server sends a signal to TUNE (a.k.a. fires a postback) that includes the ID TUNE initially supplied. The user is not directed back to TUNE in any way.
2. TUNE records the conversion for that session.

TUNE has another great support article explaining postback tracking.

Use postback tracking when:

You have the technical resources available to implement the server-side calls (see below for details on implementation).

Pros and Cons of Pixel Tracking

Pros:

• Pixel tracking is extremely easy to implement. Because it’s just copying and pasting code into the HTML of your website, you don’t need to be a developer to set up tracking. Along the same lines, the learning curve for implementation is not as steep.

Cons:

• Pixel tracking doesn’t work if the conversion occurs on a mobile device. That means conversions on mobile web, in the app stores, and in apps will not register. (Mobile devices and smartphones usually have cookies blocked as a default setting, so a cookie will never be placed on mobile in the first place.)
• Pixel tracking is much more prone to fraud. As you can imagine, because the tracking is done in the browser, it would be fairly easy for a tech-savvy affiliate to fire pixels without an actual conversion occurring.  
• Sometimes, pixels just don’t fire and you won’t know why. A possible reason for this could be that the user cleared their cache between click and conversion, but occasionally the reason is unknown. Reporting will be of little help for troubleshooting, because you won’t have server logs to utilize.
• For all of these reasons (and others), pixel tracking is highly inaccurate.

Pros and Cons of Postback Tracking

Pros:

• Much more reliable because all tracking is done server-side, so you’re leaving a lot less up to chance.
• Much easier to troubleshoot, using TUNE’s server logs.
• Less prone to fraud, and many more options available to mitigate fraud, like adding an offer whitelist, advertiser security token, or hashing the postback URL. Read more about preventing postback fraud.
• You have the option to set up a global postback (on a per advertiser basis), where a single postback implementation can register a conversion for all offers for that advertiser. Pixels don’t have that option.
• In general, postback tracking will allow more options for conversion firing beyond when the user is on the webpage. Instead of being limited to a simple page load, you can have your advertiser send back the conversion URL whenever they please. This will become helpful if your advertiser doesn’t want to register conversions until after an order has shipped, or a lead has been qualified, for example.
• Postback tracking works on mobile devices! Remember, pixel tracking will not work on a smartphone or mobile device.

Cons:

• Postback tracking is harder to implement. It requires direct communication between the network and the advertiser to make sure that the ID is passed into the correct parameter, and then it requires technical implementation on behalf of the advertiser to store and pass back the value. The advertiser will need to have someone with server-side HTTP experience in order to code the requests.
• Implementation time varies widely. Postback tracking could be set up in a matter of minutes, but for some advertisers, it could take an entire day to code the database to store the IDs.

Want more information? Check out our blog series on digital tracking methods, or download the full e-book: How to Become a Track Star: Your Guide to Tracking for Performance Marketing Campaigns.

This article was originally published in 2016 and has been updated with new links and information.

As third-party cookies continue to disappear and session tracking windows tighten, the risk to marketers of overpaying for cost-per-click (CPC) campaigns grows. If your CPC offer relies on cookies, then you could be paying for multiple clicks in a single session. With TUNE’s enhanced session tracking capabilities, customers can rest assured that their CPC offers will pay out only on the first click, saving both budget and time spent manually reconciling clicks at the end of the month.

How TUNE Tracks First Click and Subsequent Clicks in a Session

TUNE now offers a future-proof method to track first and subsequent clicks within a session without depending on third-party cookies.

For CPC offers with postback tracking enabled, TUNE determines the first click by creating a server-side user session that is checked against on every click. When subsequent clicks occur, TUNE forwards them directly to the destination URL and attributes potential conversions only using first clicks.

This method ensures that customers running CPC offers will pay out only on the first click, and all subsequent clicks will be demonetized.

How to Pay Out on First Clicks Only for CPC Offers

This setting is automatically enabled platform-wide for customers running CPC offers. Customers can then apply this behavior to individual CPC offers with postback tracking from the Offer Tracking Settings page (Offer Page -> Tracking Panel).

By enabling this setting, you can easily ensure that you only pay for unique clicks, and demonetize all subsequent clicks in a user session.

We’re always looking for ways to help our customers make the most out of their partnerships. If you have questions or feedback, we’d love to hear from you! Reach out to your dedicated Customer Success Manager or email TUNE Support at support@tune.com.

Google Ads, formerly known as Google AdWords, is an essential platform for online advertising and marketing. With its massive reach, sophisticated targeting options, and flexible budgeting, it’s important that TUNE makes it easy to work seamlessly with Google Ads. That’s why we’re thrilled to announce our enhanced integration with Google, designed to streamline your experience in the TUNE platform and unlock the full potential of Google Ads.

Google Ads Certification

At TUNE, we make sure to stay on top of important changes in the industry. Following new requirements for transparent redirection, TUNE has earned certification as an official Google click tracking partner.

The Google Certification Program helps protect users from click tracker abuse by enabling click tracker transparency.

To make it easier for TUNE customers to take advantage of this certification, we developed additional user interface features that streamline the link creation process.

Ensuring Compliance and Transparency

We’ve worked diligently to ensure that our integration with Google Ads meets and exceeds industry standards.

Our new feature set, developed specifically for Google, simplifies the link creation process by automating the necessary configurations. With just a single checkbox, TUNE takes care of all the technical details, appending the required transparency parameter (redirect_url) with correctly formatted values to any link you choose.

This new setting can be found on the individual Offer page, located in the Generate Tracking panel.

No more manual configuration or guesswork required. Simply copy and paste the generated tracking link into Google’s Tracking Template field, and you’re good to go.

Get Started with TUNE’s Google Ads Integration

This feature set is now available to all TUNE customers.

If you would like to take advantage of this integration, navigate to Company –> Customize Application –> Domain and select “Enabled” in the Google Ads dropdown menu. You have the flexibility to turn this feature on and off as needed.

You can find more information in our Integrating with Google Ads help article.

Questions? Feedback? Reach out to your dedicated Customer Success Manager or email TUNE Support at support@tune.com.

In the ever-evolving landscape of digital analytics, staying ahead of the curve is essential. The advent of Google Analytics 4 (GA4) has brought about significant changes, particularly affecting the harmony between your TUNE account and Google account. In this blog post, we’ll explore the key modifications in GA4 and how they might influence your affiliate program.

Understanding GA4 Attribution Changes

The transition from Universal Analytics to GA4 marks a paradigm shift. GA4 introduces a new property that departs from the conventional approach of tracking pageviews and sessions. Instead, it focuses on collecting events and user properties, offering greater flexibility in tracking and attribution. Behavioral and conversion modeling have also been integrated into GA4, setting the stage for a more dynamic analytical experience.

Data-Driven Attribution (DDA) Challenges

One of GA4’s standout features is data-driven attribution (DDA), designed to provide a more comprehensive performance overview. While this offers valuable insights, it introduces challenges when it comes to measuring and comparing affiliate activity.

Historically, last click attribution in Google Analytics aligned with TUNE setups. With the introduction of DDA, expect to observe more significant discrepancies in reporting between the two platforms.

Aligning Reports for Consistency

For those who prefer a more aligned reporting experience between TUNE and Google, there’s a solution within GA4. By adjusting the attribution settings, you can revert to the familiarity of last click attribution. This not only streamlines the reporting process but also ensures a smoother transition for those accustomed to the previous setup.

To adjust these settings, navigate to Admin → Attribution Settings in your GA4 account, and then select “Last click” in the first dropdown menu.

Benefits of GA4 in Multi-Channel Analysis

While navigating the discrepancies, it’s crucial to recognize the benefits GA4 brings to the table. GA4’s capabilities extend beyond just tracking; it provides a valuable tool for analyzing performance across various channels. Leveraging GA4’s features can enhance your understanding of user behavior and optimize your affiliate program accordingly.

Conclusion

As Google Analytics continues to evolve, understanding the developments becomes imperative for staying on top of your analytics game. By aligning reporting experiences and leveraging TUNE’s tracking capabilities, marketers can elevate their affiliate programs. In the ever-changing realm of digital analytics, TUNE remains the trusted companion, ensuring that all campaigns are tuned to perfection.

While the Vision Pro headset stole all the headlines at Apple’s Worldwide Developers Conference 2023, TUNE was laser-focused on the raft of new privacy and security features — specifically updates to advanced fingerprinting and tracking protection. As Craig Federighi, Apple’s senior vice president of Software Engineering said, “We are focused on keeping our users in the driver’s seat when it comes to their data by continuing to provide industry-leading privacy features and the best data security in the world.”

TUNE is committed to adapting to the rapidly evolving privacy landscape and embracing privacy-friendly measurement. We’re eager to dig further into the developer preview resources and learn more about how Apple plans to implement the proposed changes. Right now, we are working on surfacing more information on how Apple categorizes tracking query parameters as user-identifiable and whether they have long-term plans for expanding their Link Tracking Protection (LTP) functionality beyond Private Browsing mode. We will also be keeping an eye out for whether other browsers follow suit.

In the meantime, see below for our summary of the most relevant news from WWDC23 and our advice on how to prepare for changes coming this fall.

Link Tracking Protection in Messages, Mail, and Safari Private Browsing

Apple is adding Link Tracking Protection (LTP) to Messages, Mail, and Safari Private Browsing. Here is the exact language from the announcement article:

“Some websites add extra information to their URLs in order to track users across other websites. Now this information will be removed from the links users share in Messages and Mail, and the links will still work as expected. This information will also be removed from links in Safari Private Browsing.”

Essentially, LTP removes tracking query parameters as part of browser navigation and when copying a link. The changes will apply automatically to links shared through Messages, Mail, and while the user has Private Browsing enabled in Safari.

These new tracking protection features from Apple are a significant step forward in protecting user privacy. They will make it more difficult for websites and apps to track users across the web, and will help give users more control over their privacy.

What You Can Do Right Now to Prepare for These Changes

There’s still a lot we don’t know about how these changes will be implemented. Based on the information available to us as of the time of writing, here are some ideas on how TUNE customers could adapt to the proposed changes:

Promo Codes

Promo codes are a method for attributing conversions to a partner without requiring a tracking link to be clicked by the end user. Using promo codes, TUNE customers can still track the success of their campaigns while respecting users who have tracking protection features enabled.

Tiny URLs

Tiny URLs offer a method to shorten URLs with attribution information stored within TUNE, removing the need for URL parameters conceal additional tracking parameters. We believe that this should help adapt to the automatic parameter removal. Caveat: We will be able to assert this with more confidence once we’ve had the opportunity to run tests with the developer preview.

Final Thoughts

These privacy updates are expected to roll out to users as part of iOS 17, iPadOS 17, and macOS Sonoma releases in Fall 2023. TUNE is actively monitoring the situation, and we are always striving to stay ahead of the curve to ensure the best possible experience for our customers.

For digital marketers, understanding the intricacies of mobile web tracking is no longer a choice. Today, it’s a necessity to stay ahead of the curve in this fast-paced industry. That’s why we’re diving into mobile web tracking in Part 4 of our blog series, based on TUNE’s Ultimate Guide to Mobile Partner Marketing.  

In Part 1, we introduced the guide and how mobile user acquisition and affiliate marketing programs overlap. Part 2 compared mobile measurement partners to partner marketing platforms. In Part 3, we explored why mobile apps are critical to a program’s success.  

In this latest installment, we’re tackling the process behind tracking conversions on mobile web. After all, if you want to manage a successful partner marketing program, you have to be able to measure it first. So let’s get started! 

How to Track Conversions in a Mobile Web Environment 

For years, third-party cookies served as the go-to method for tracking conversions on the web. However, recent browser developments have rendered third-party cookies ineffective, pushing marketers to adopt cookieless tracking methods. This shift brings desktop and mobile web measurement closer to campaigns in the mobile app ecosystem, where cookieless tracking is a requirement. 

For mobile web, there are two primary methodologies for cookieless tracking: server-side postbacks and JavaScript SDK. We’ll go into the basics of how these both work below. 

Server-Side Postback Tracking 

The server postback tracking method is the most reliable for tracking campaigns on mobile web. It has been TUNE’s recommended approach for years and is a native feature of the platform.  

Let’s assume the implementation process has been completed, so all the required code and settings are ready. Here is how postback tracking works: 

1. When a user clicks on a tracking link, TUNE generates a unique alphanumeric ID (Transaction ID).
2. TUNE passes the Transaction ID to the brand’s landing page, where it is stored and associated with the user.  
   • Brands can choose from several methods for storing the Transaction ID, including storing it in a database, using first-party cookies, or passing it via page URLs. Most developers should be familiar with this process and able to implement a solution. 
3. Upon the user’s conversion (e.g., purchase, lead capture), the brand fires the Transaction ID back to TUNE in a postback URL.
4. TUNE leverages the stored information about the click to attribute the conversion accurately to the partner responsible for driving the conversion.  

The first question about this process that many marketers ask is how to store the Transaction ID, which is answered in #2. The second question is how to pass the ID back to TUNE for Step #3. To do this, the brand makes an HTTP request to the postback URL via cURL (on the server side), which logs the conversion in TUNE. 

JavaScript SDK Tracking 

The JavaScript SDK method uses a web browser’s LocalStorage to get around the inaccuracies that come with third-party cookies. This method writes conversions back to TUNE, similar to postback tracking.   

Here’s how JavaScript SDK tracking works:  

1. TUNE passes the Transaction ID into the browser’s LocalStorage upon the user’s click. This works with both redirect links and direct links. 
   • When implementing the JavaScript SDK, you add a snippet of code to the head of the website, an identify code line to the landing page, and a convert code line to the conversion page. This allows TUNE to store the Transaction ID on click in the web browser, and then send the ID back to the TUNE platform when the user ends up on a designated page.  
2. When the user reaches a conversion point (e.g., post-purchase Thank You page), TUNE accesses the Transaction ID stored in the browser and sends it back to the TUNE platform.  

While this tracking methodology is set up using postback protocols, it is still considered client-side tracking, as the browser (not the brand) stores the Transaction ID.  

The JavaScript SDK method is best for tracking in-session conversion points and removes the requirement for the brand to store the Transaction ID. It also integrates well with existing technologies, such as Google Analytics and Shopify, and can track and attribute organic traffic. 

For more detailed explanations including flow charts and diagrams, download the Ultimate Guide to Mobile Partner Marketing.

Mobile Web Tracking and Privacy 

Cookieless tracking methods like the ones above are designed to provide accurate attribution without compromising privacy. It’s a big reason TUNE has always advocated for server-side tracking solutions and first-party cookies versus third-party cookies. However, simply using these methodologies isn’t enough. It’s still crucial to maintain data security and privacy best practices in every aspect of your partner program, and to follow all applicable rules and regulations around data handling. 

As tracking technologies advance, remember to always put consumer privacy first. A few simple steps that every marketer should follow include:  

• Obtain user consent for tracking and data collection.  
• Implement transparent privacy policies that clearly communicate tracking practices.  
• Provide users with opt-out mechanisms for personalized tracking. 

TUNE In to Learn More 

Understanding how mobile web tracking works is essential for marketers seeking reliable conversion tracking methods in 2023. Using cookieless tracking enables today’s program managers to effectively track and attribute conversions in the mobile web environment.

However, it is equally important to prioritize user privacy and adhere to ethical tracking practices. At TUNE, we believe that by striking a balance between effective tracking and privacy considerations, marketers can achieve their program goals while building trust with partners and consumers. (Our customers are proof of that.)

Check back soon for Part 5, where we’ll delve into mobile app attribution and how MMPs operate. Can’t wait? Download the full e-book and get all your questions answered!

Happy reading!

With any partnership, it’s important to know your strengths and your weaknesses. The same goes for your affiliate marketing program. To have the best chance of success, trust the experts for the technology that powers your program — especially when it comes to attribution.

But does every program need a mobile measurement partner? Is an MMP the same as a partner marketing platform? And do you need both to run an affiliate program, or can you do it all with just an MMP?  

In part 2 of our series, we’ll answer these important questions with information found in our newest e-book, The Ultimate Guide to Mobile Partner Marketing. Let’s dive in! 

What Is an MMP? 

MMP is an acronym for “mobile measurement partner.” The term comes from Facebook’s name for the first group of tech providers that integrated with the social media platform to track app installs. 

A mobile measurement partner is exactly what it sounds like: a third-party technology partner that measures mobile app performance. Usually, this means attributing downloads and installs, which is done via a piece of code called an SDK (software development kit). MMPs can measure post-install activities as well, such as in-app registrations, purchases, and engagements.

The major MMPs in the market today are Adjust, AppsFlyer, Branch, Kochava, and Singular. (Fun fact: TUNE was technically the first MMP, as we created the very first mobile app attribution SDK, known at the time as MobileAppTracking. It was eventually rebranded as Attribution Analytics and acquired by Branch in 2018.) 

What Is a Partner Marketing Platform? 

A partner marketing platform (PMP) is an end-to-end SaaS solution for building, managing, and growing affiliate programs and networks. (They are also called affiliate marketing platforms, affiliate tracking platforms, performance marketing software, affiliate management software, and a few other variations of the same idea.) These platforms can handle all the operations needed to run a program, including conversion tracking, commissioning, offer/creative/partner management, communication, invoicing and payments, traffic management, and more. They should also be customizable enough to enable third-party integrations, custom development, and additional functionality via API. Most importantly, a true partner marketing platform operates as an unbiased, third-party software provider.  

While there are many offerings in the market today that label themselves as PMPs, most of these function more like traditional affiliate networks rather than affiliate software providers.  

Why You Shouldn’t Use an MMP to Run an Affiliate Program 

The short answer? MMPs specialize in mobile app attribution, not partner program management.  

While you can use your MMP to add individual partners, share links, and track their performance, there are other activities that are vital to running a program that your MMP is not built to handle. That’s where your partner marketing platform comes in. Check out the chart below to see how these two solutions complement each other by handling different activities across your mobile app and partner marketing efforts.  

How to Tell If You Need an MMP 

Do you have a mobile app? Do you run user acquisition campaigns?  

If you answered yes to either question, you should invest in an MMP, as they provide the most reliable and accurate measurement for today’s mobile app ecosystem.  

Master Mobile Partner Marketing with TUNE 

If you enjoyed Part 1 and Part 2 of our series on mobile partner marketing, you’re in luck! We’re back with more insights, advice, and information in Part 3.

Download the e-book today

Once again, Google has pushed back its deadline to deprecate third-party cookies in Chrome, this time until 2024.  

Google originally announced they would phase out cross-site tracking cookies in early 2022. Last year, that plan was delayed to 2023 with the introduction of Topics, which replaced FLoC as their alternative solution. On July 27, 2022, the search giant postponed again, announcing the death of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.) 

Chrome’s Third-Party Cookies Will Stay … for Now 

In a blog post, Google’s VP of the Privacy Sandbox Anthony Chavez wrote that the delay was spurred on by “input from developers, publishers, marketers, and regulators” across the industry: 

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA [the UK’s Competition and Markets Authority] to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. … For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.” 

– Anthony Chavez, VP of the Privacy Sandbox at Google

Google’s Updated Timeline 

It’s clear both Google and the ecosystem at large were feeling the pressure of the looming deadline. Now, both developers and the public will have more time to test the new privacy features Google has been building as part of its Privacy Sandbox initiative.  

Here’s a summary of Google’s updated timeline and what it entails:  

1. August 2022 – Privacy Sandbox trials expand to millions of Chrome users globally (they are already available to developers for testing) 

2. Q3 2022 through Q2 2023 – Trial populations are gradually increased  

3. Q3 2023 – Privacy Sandbox APIs are launched and generally available in Chrome 

4. Second half of 2024 – Third-party cookies will begin to be phased out in Chrome 

What’s Next for Partner Marketing? 

As an advertiser, the most important thing to remember is this: the death of the third-party cookie has not been cancelled — only delayed. If you are not prepared for the cookieless future, then you just caught a lucky break. But the end is still coming, and you will need a privacy-centric solution if you want to measure your marketing efforts in the years ahead. 

That’s where we come in.

The TUNE Partner Marketing Platform provides native server-side tracking solutions that allow marketers to get granular without invading anyone’s privacy. You can learn the basics about server-side tracking in our pixels vs postbacks article. For an in-depth look at this and other cookieless methods, download our guide to tracking marketing campaigns.

The death of the third-party cookie is inevitable. Now there’s just a little more time to prepare for it. 

If you’re curious about incrementality (or maybe even tired of hearing about it), we can’t blame you. The term has been thrown around for years by digital marketers; it’s been a consistent topic when brands hit a certain point in scaling their performance efforts or consider opening a new channel like partnerships. But what is incrementality, and why should brands care about it?  

On one hand, you can make the case that a net-new channel to the business is largely incremental, since it’s a new traffic source. On the other, it’s a specific approach to measuring control and lift down to individual ad rotations. In my experience, incrementality has taken many forms and can’t be discussed without recognizing the cross-channel impact all marketing efforts contribute to the equation. Did your SEM campaigns or cobranded content influence the conversion? Or was it that lightbox that popped up when the customer was inactive for a few seconds on their cart page? Did they get an email yesterday with a catalog of new products, or was it a display ad that was served while they were catching up on the news? Do they follow an influencer who happened to talk about a similar product? 

It’s necessary to define any success metrics before spending time, capital, and resources executing a new campaign or gathering various data points. Below, I’ll share my perspectives on where incrementality sits in the priority list and why it doesn’t always have to be a critical success metric. 

What Is Incrementality? 

Since the beginning, multiple attribution methods have been commonplace in performance channels. As the digital industry and brands have evolved, so has the need for a different way to think about the effectiveness of paid campaigns. This is where incremental gains have become a hot topic: Can I really see if I’m getting the same customers, higher conversion rates, increased AOV, or any other important metric without this additional touchpoint in the broader funnel? 

So, what is incrementality anyway? You’ll find answers in many forms, but here’s a good summary from AdRoll to get you started. In short, incrementality measures whether a specific touchpoint or engagement pushed a customer to convert, when otherwise that conversion would not have happened without it.  

In the affiliate and partner marketing space, it’s common to hear the term when talking about increasing commissions to publishers, discounting to customers, or launching a new extension partner to see if the changes make an incremental impact on a brand’s programs. But in its true form, incremental value can only be determined by a comprehensive lift analysis, with control groups and multi-variate factors in play. And this isn’t the same as a single-channel A/B split test – we’re talking a full-funnel, cross-channel deep dive on all touch points – essentially all at the same time.  

What Does Incrementality Look Like? 

The short answer is, there is no right answer. Incrementality comes in all shapes and sizes. How it looks to you will be different than how it looks to me, based on our businesses, needs, goals, and various other factors. But that’s not very helpful when you’re trying to learn, so here are a couple example scenarios: 

Example 1: A customer is shopping online for a new vacuum, but they haven’t decided to purchase during that browser session yet. Then, a lightbox pops up to offer a 10% discount on first time purchases if the customer signs up for an email newsletter. The customer decides that’s the tipping point, and they end up buying the vacuum in the same session.  

Example 2: A finance brand is generating qualified leads from the same partner, but they want to see if they can increase their account sign-up conversion rate. They split their audience in half for two days, serve one group the standard landing page and sign-up flow, and serve the other group the same landing page and flow but with a 5% bonus added to their account if they register in the same session. 

Two similar but different approaches to what incremental growth can look like. These aren’t the most complex situations, but if you pull back and think about how many emails the customer received in the last few days, whether they saw other branding or content before choosing to shop, or simply the unknown variables, this becomes a bigger quest. 

Now, if we look at incrementality through the lens of a specific affiliate marketing scenario, it may look something like this: 

• Sample 1: group of customers who do not see an offer via their browser extension when at checkout  
• Sample 2: group of customers who do see an offer via their browser extension 
• Goal: Did the output from each group convert at the same, lower, or higher rate? What was the delta between the two groups? Did offering an incentive make a meaningful difference? 

In principle, brands are trying to understand the effectiveness of their campaigns (largely paid efforts), unlock data to get more efficient with their ROAS (return on ad spend), and better optimize the customer experience. Who can argue with the value of more consumer insights to optimize the customer experience and increase market penetration? Still, I have seen on many occasions the quest for incrementality lead to convoluted scenarios, unclear results, and stressed-out program managers.  

Why Incrementality Is Hard to Get “Right” 

Incrementality is subjective, almost to a fault. Its definition and value are going to sound different based on who you ask and which data points matter to your company the most. A direct-to-consumer e-commerce brand will have different success goals than an insurance brand looking to generate leads. A fintech startup is going to need a very different strategy than a mature enterprise retailer.  

I’m not suggesting you look at incrementality as a fool’s errand, not by any means – I’m actually a big fan of the tasks required to get this information, and I’ve seen how some businesses can leverage pieces of insight for future optimization. For example: On the affiliate marketing side, there have always been questions about whether lower-funnel discount partners actually impact conversions. So, brands will sometimes pause those partners for a short time to see if their run rate drastically changes – or they will pull down any active offers from a partner to see if customers still convert at a similar rate. But I’ve also seen many groups get flustered and overrun with the reality of having so many moving pieces that it almost makes it more difficult to showcase value in the channel or campaign. Or cobble together a version of a lift analysis for the sake of showing incremental growth, but lacking any real depth or actionable insight.  

I never wrapped my head around the mad dash to “prove” incrementality, and often within a short period. Working at an agency, this was a common theme I heard for justifying added costs: Prove to me you can get incremental results within 90 days, or we don’t believe in the affiliate channel. I can appreciate the level of urgency and risk the brand is taking, but unreasonable expectations and an ambiguous definition of success will simply be a waste of time and resources for all involved. I would frequently see how brands got more value in lowering their customer acquisition costs by negotiating better rates for media and exposure, or diversifying their partner mix to lower their effective CPA; maximizing their ROAS through a test-and-learn mentality by dipping their toes into a trademark plus campaign with a reputable partner, or reworking their syndicated content to reflect their brand’s evolution.  

Again, these activities can arguably fall under the incremental camp, but depending on what the business case is, they can also get lost in the shuffle of what we perceive that term to mean. Partnerships is one of those ecosystems that thrives on both direct, one-to-one co-branded experiences as well as a broader branding approach to educate consumers in an effort to build loyalty and trust over time. It’s what makes the concept of incrementality exciting but challenging to get right. As with any data you collect, it’s more important to understand what to do with it and how to leverage what you have for a better strategy in the future.  

How to Think About Incrementality as a Business 

Many brands seek “true incrementality” validation with investment in affiliates, an agency, or new technology, or just for specific paid media they are hesitant to invest in. I always enjoyed getting this question of how to think about incrementality, because it’s an opportunity to better understand how each group defines the term and what they look to gain from that insight. It’s a great way to learn new perspectives and share different points of view.

A full cross-channel approach is one way to think about it. A controlled cohort test in one channel is another. And everything in between. There are variables that will change the desired outcome, including shifts in the economy, consumer evolution, and disruptive brands coming into the market, so first and foremost, keep that in mind as you evaluate results. 

There’s no one-size-fits-all approach to incrementality. First, define which metrics are most important to the business overall. Then review each channel individually and address inefficiencies. For example, for the partnerships channel, you can ask, “Am I paying a partner too much commission based on the value of the customers they’re sending?” You can look at lifetime value or churn rates to start, and revisit that structure directly with your publisher so both parties can benefit. Or, “Am I spending too much on Facebook ads?” Take a percentage of that spend to test with micro-influencers to see if that changes things. Direct response is ideal for many brands, but the effect that social proof and branding can have over time creates an inertia that’s hard to find in other channels if done properly. 

In Conclusion 

At its core, incremental value can be a massive undertaking – depending on how you look at the situation. Don’t stop or get discouraged. Instead, set realistic expectations and take a bite-sized approach to understanding your audience before making any sweeping changes. Iterate on what’s working, and leave what isn’t on the back burner to reconfigure as needed. 

Don’t get hung up on incrementality as your primary metric or spend too many cycles trying to perfect it. You can determine the success of your business based on several factors, and this is simply one of them. That doesn’t mean getting more incremental data is a bad idea, nor should brands ignore its value in the mix. But a blanket approach or definition of the term for all brands isn’t the right way to approach it.  
 
My best advice is to adopt a test-and-learn mentality and gather more data on your customers to use across all your media efforts. Use control groups in select channels while offering different calls-to-action, offers, or products in others, and see if that yields any meaningful insight. At the end of the day, anything you do to lower your acquisition cost and increase engagement with your brand is a victory.  

Questions? Comments? Feel free to reach out to me at matt.miltenberger@tune.com. 

Apple’s privacy updates shipping with iOS 15 could mean the end of “opens” as a viable email marketing engagement metric. But as anyone who has been paying attention to the email marketing space knows, opens may already be one of the most unreliable engagement metrics. This update from Apple will force many email marketers to rethink the way they measure success — and that’s a good thing.

Changes to Mail in iOS 15

iOS 15 will include what Apple is calling Mail Privacy Protection, which will nullify email tracking pixels. This means email service providers (ESPs) will no longer be able to accurately track email opens. They also won’t be able to track geographic information, which is typically based on the IP address of the user that opened the email.

Worst case? Every email sent to an Apple Mail inbox could be reported as opened.

What This Means for Open Rates

Open rate is the number one email metric used by email marketers to define success. Open rates often drive powerful drip campaigns and are the backbone of list hygiene. Geographic information from IP addresses drives dynamic content widgets in more advanced campaigns. On the surface, with Apple Mail making up almost 50% of email client market share, this sounds like a huge loss.

Open Rates Were Already Suspect

However, open rates have been unreliable for a long time. Gmail has been caching email tracking pixels since at least 2013 as a way to speed up the email viewing experience for the end user. Gmail’s caching practice can take the form of tracking pixels being downloaded at point of delivery, even if the recipient never opens the email. Similar issues exist with geographical tracking based on IP address. If your ESP offers a map of recipients that have opened your email, all recipients using Gmail have been known to be grouped in Mountain View, California.

As of this writing, Gmail makes up almost 30% of email client market share. That means up to 30% of your audience’s open data could be inaccurate today.

There’s Still a Lot to Learn

Until iOS 15 rolls out, we won’t truly know the impact these changes will have on the way we measure engagement with email. It appears users will have the option to opt-in to Apple’s Mail Privacy Protection until users begin updating to iOS 15, we just don’t know how many people will adopt these changes. Keep in mind that changes come quickly, and it’s possible Apple will choose to automatically opt-in users to this service in the future.

Embrace Change: Double Down on More Tangible Metrics

To get ahead of the changes coming with the iOS 15 release, marketers can begin to shift the way they define a successful campaign. Focusing more on click rate will paint a better picture of your most engaged audience members. Personalizing content to individual recipients will drive email engagement higher. Even better, coupling your email campaigns with a platform like TUNE can give you engagement metrics beyond email, all the way to the point of conversion.

Privacy protection is a good thing for all of us. As marketers, it’s up to us to stay ahead of market trends and be the smartest marketers we can be. Start crafting a plan to modify your marketing strategy now to ensure your audience will receive the most relevant information from your brand.