Understanding Conversion Analytics

Overview

This article explains what Conversion Analytics is, how it helps you understand your performance more clearly, and which data points you can capture to get the most value based on your sector. It also outlines how the feature works, what it enables, and how you can report your data.

What is Awin Conversion Analytics  

Awin Conversion Analytics is an enhanced tracking setup that allows you to report on the metrics that matter most to your business. By passing additional purchase and customer-level data through Awin’s tracking, you can access deeper insights, understand partner contribution, and optimize your program more effectively.

While you may already collect customer data internally, aligning it with partner activity often requires manual matching across multiple systems and spreadsheets. Conversion Analytics streamlines this by enabling you to pass custom parameters directly to Awin, removing the need for complex reconciliations.

Why use Conversion Analytics

The main benefits for enabling Conversion Analytics are:

• Drive growth:  You can report on the metrics most important to your brand, giving you richer channel insights. This supports smarter budget allocation and long‑term program growth.  

• See partner contribution: By sharing relevant purchase and customer information, you can identify which partners support your objectives the most.

• Gain a comprehensive understanding: Conversion Analytics gives you deeper visibility into customer behavior. You can identify trends, target high-value customers, and create partner-specific campaigns. It also helps you benchmark performance across your sector.

• Use dynamic commissions: With Awin’s Commission Flexibility, you can reward partners based on their contribution by creating dynamic commission rules powered by the data you pass. Find out more about the flexible commission rules available to you based on your platform plan in this guide.

Sector-specific parameters

Although you can pass a wide range of custom parameters, using sector-specific values will give you the most meaningful insights and help optimize performance. Below are examples of recommended data points by industry:

• Fashion - Parameters include data such as size, color and delivery options.

• Electricals - Parameters include data such as product, model and make.

• Travel - Parameters include data such as stay date, number of nights stayed and hotel name.

• Groceries - Parameters include data such as loyalty number, delivery method and delivery location.

• Ticketing - Parameters include data such as event category, artist and venue.

• Airlines - Parameters include data such as origin and destination airports.

• Telecom - Parameters include add on products, contract length and broadband speed.

Reporting on Conversion Analytics

To make the most of your data, ensure that meaningful insights are visible and accessible. You can download the full dataset in your Transactions report and create visualizations or pivot tables in Excel - read our guide on how to do it.

Using consistent parameters across transactions allows clean segmentation, easier trend analysis and more accurate reporting.

Using Conversion Analytics

Integrating Conversion Analytics is straightforward. You can pass custom data that already exists on your site by including it within the tracking parameters sent to Awin. A full technical integration guide is available here.