Affiliate network Awin has launched a new voucher attribution feature for both advertisers and content creators to optimise their affiliate activity on the network.
The feature provides an additional cost per acquisition model (CPA), moving past from traditional last-click by facilitating partnerships between advertisers and influencers.
According to Awin, the voucher code attribution allows advertisers to give a voucher code to a chosen publisher, indicating the commission from all sales used by that voucher is rewarded to the publisher - even if there isn’t an affiliate cookie present or if it’s been allocated to another channel by the advertiser.
This makes things much smoother for advertisers to work with influencers without any additional costs or complicate integrations.
Some of the benefits outlined using the tool include no initial set up for the publisher and the simplicity of them using the code assigned to them.
However, the most important advantage is the ROI and by using a CPA that can be linked back to the publisher themselves, advertisers can maintain performance while the publisher can earn direct commission for their work.
“Voucher attribution can bring so many benefits to both publishers and advertisers, especially for how easy it is to use and promote," said Carina Toledo, influencer marketing consultant at Awin.
"For advertisers looking to diversify their publisher mix, diversifying the tools that they offer is key to transition through the platforms. If relying too much on discounts and price-focused offers is a concern for the advertiser, this is also a great benefit because these vouchers can bring aggregate value to a full price basket."
PerformanceIN director Matthew Wood welcomed the news on Awin’s voucher code attribution, calling it an instant win for the publisher but questioned the code as something that’s been misused in the past.
“This is a fantastic move by Awin, though the proof will be in the eating,” he said.
“Codes tied to one publisher have in the past been misused by advertisers, as a mechanism to decline sales when a code goes viral. In this instance, the Influencer wins. It's great for them, but not for traditional voucher code sites who I'm sure will need to monitor where they source their codes from. That's difficult when some are UGC.