In e-commerce, it’s common to use multiple tools to measure the success of marketing campaigns. Awin provides detailed reports based on its own tracking system, which includes data from clicks, views, and transactions where an Awin advertising partner was involved in the customer journey.
However, you might notice that Awin reports higher figures than tools like Google Analytics. This is normal and can be explained by differences in how each platform tracks and attributes data.
Why the reporting differences occur
Each analytics platform uses its own tracking methods, which can lead to discrepancies. While Google Analytics is a great tool for measuring traffic, it shouldn’t be the only source used to evaluate campaign performance.
Here are some common reasons for differences:
Cross-device tracking: Awin may track users across multiple devices, while Google Analytics might not.
Bounceless tracking: Awin can record interactions even if the user doesn’t stay long on the site.
Missing referrals: Some referral data may be lost or blocked in Google Analytics.
Adblockers or script blockers: These can prevent Google Analytics from recording sessions.
Cookie duration: Tracking cookies may expire or be deleted before a conversion is recorded.
Attribution models: Awin and Google Analytics may credit different sources for the same sale.
Sessions vs. clicks: Google Analytics tracks sessions, while Awin tracks clicks.
Display campaigns and retargeting: Awin can track post-view conversions, which Google Analytics often misses.
How to interpret affiliate statistics
Affiliate marketing data often looks different from other campaign data. That doesn’t mean it’s less valuable.
Awin reports may show more conversions because they track different touchpoints.
Partners who contribute even a small part to the customer journey should be fairly evaluated.
Dismissing affiliate contributions too quickly can lead to undervaluing their impact.
Other platforms like Google Ads or Facebook Ads also create touchpoints that may not be fully captured in Google Analytics due to script blocking or tracking limitations.
Why Awin tracking is reliable
Awin uses robust tracking methods to ensure accurate reporting:
Every click and transaction is validated and transparently recorded.
Awin reports are the most reliable source for affiliate transaction data.
All recorded sales in Awin are eligible for commission.
Summary
Awin reports are based on click tracking and are reliable for affiliate performance.
Google Analytics uses different methods and may not capture all touchpoints.
Discrepancies between platforms are normal and expected.
Transactions should only be rejected if the purchase itself failed.