The growth of mobile commerce has been well documented. As we move into the peak Christmas trading period we can expect more and more consumers to turn to mobile devices to undertake their Christmas shopping through these devices. With more sophisticated handsets and better connectivity available, mobile is now an extremely convenient channel for not only researching purposes, but also for transacting. Data from the IMRG has suggested that 20% of online sales will be made through mobiles and tablets this Christmas.
Our latest mobile stats across the network indicate that 16% of traffic and 12% of transactions came through mobile devices. While these figures do include sales through tablet devices, if we strip these out to focus purely on mobile handsets, the figures are 10% and 5% respectively.
With the vast increase in consumer demand through mobile devices, it is essential that advertisers are able to track sales through the affiliate channel that are originating from these devices. There have been a number of affiliates highlighting the fact there are some advertisers that are still not tracking through mobile and rightly so.
Tracking checks being implemented
At Affiliate Window, mobile commerce and in particularly advertisers adding tracking to their mobile sites has been the absolute key priority for us this year. With the vast amount of traffic that is now coming through mobile handsets it is essential this is tracked. Affiliates are losing out and all of our efforts have been concentrated on mitigating the fallout. Affiliates should know we have put in place a number of checks to protect them and will shortly be rolling out additional controls that will minimise this loss.
Looking at the detail, it’s important to understand how mobile sales track essentially in three ways:
- Optimised mobile site complete with affiliate tracking
- Optimised mobile site running off and tracking through the same domain
- No optimised mobile site, so sales track through a standard desktop site
16 of our top 20 revenue drivers for the network are tracking sales through mobile devices in one of these ways and we are working closely with the remaining advertisers in this group to ensure they are tracking through mobile devices.
Largest revenue drivers tracking mobile sales
If we take a look at all of the advertisers on the network that do have a mobile optimised site in place, almost half of them are currently tracking sales through these devices. If we extend this to consider that only around a quarter of our advertisers have a mobile optimised site in place, we estimate that 85% of our advertisers are tracking mobile sales and the majority of the largest revenue drivers for the network are included in this.
Last week across the network we tracked over 11,000 mobile transactions a day.
Mobile commerce is still a major priority for us and we continue to strive for all of our advertisers to track through mobile devices – whether this is through adding affiliate tracking to their optimised mobile site, or directing mobile traffic to their desktop site where a mobile version of the site or affiliate tracking is not available.
We aim to provide as much visibility as possible as to which of our advertisers are tracking through mobile devices. Currently we highlight every advertiser that has an optimised site complete with tracking.
Highlighting advertiser's mobile tracking
We are expanding this further to highlight each advertiser that will track through mobile. Whether this is through a mobile optimised site complete with full tracking, a mobile site that sits within the same domain as the desktop site, or where only a desktop version of the site is available.
With this information readily available, it will be possible for affiliates to exclude advertisers that do not support mobile traffic from their sites/apps. With affiliates holding a significant amount of control over their traffic, advertisers that do not support mobile tracking will suffer. By highlighting the advertisers that have neglected to track affiliate activity through mobile devices, this will hopefully create a sense of urgency for them to do so.
While we wait for this functionality to be displayed within the interface, you can find a full version of this list here. We will aim to update this list on a monthly basis. With more consumers turning to mobile and more affiliate opportunities arising as a result, short-sighted advertisers that have neglected the importance of tracking affiliate activity will suffer.
Rest assured, we want to ensure our reputation as the leading affiliate network in the mobile space; we can only do this by focusing on our ongoing efforts to educate our advertisers.