Affiliate data and analytics

Affiliate data and analytics

Consistency, creativity and partner relationships all contribute to affiliate success, but it’s data that drives performance at scale. At Embryo, we go beyond surface level reporting to provide a detailed analysis of partner performance, attribution models, commission efficiency and click-to-conversion trends, uncovering what’s being missed and where to optimise.

Every insight is backed by action, whether that’s re-engaging dormant affiliates or reallocating spend to drive more revenue with top performing partners. Being proactive based on trends is vital, especially as programmes scale.

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Why affiliate data matters

Standard dashboards and network reports rarely tell the full story. Taking a step back to understand why certain partners convert, how campaigns perform across different publisher types, and where the true value lies unlocks the clarity needed to shape stronger strategies and drive better results. 

The Embryo process

1
Performance insights

We monitor the core KPIs – CVR, conversions, AOV, ROI – anything that impacts the success of an affiliate channel. Breaking this down into sectors such as partner, campaign or time period to understand which actions will deliver results. With this, if monitoring any bespoke metrics measurable through the channel is important to your brand, we’ll include this into our insights.

2
Attribution clarity

We evaluate the best attribution models based on your affiliate goals to ensure partners are being fairly and accurately credited, while ensuring it aligns within budget requirements. Different attribution models can be used when working with various partners. For upper funnel affiliates, first click attribution can ensure partners are being fairly compensated for leading customers to the point of sale. Though considerations are needed as other factors may have led to the final sale later down the funnel, which could mean unnecessary commission costs.

3
Campaign reporting

Understanding how individual campaigns perform is essential to building a high-impact affiliate strategy. We track everything from short term product pushes to long-term always on activity, measuring results at a granular level. Reviewing the full lifecycle, from setup to results, unlocks the ability to refine future strategies with purpose and make informed decisions that drive growth.

4
Partner-level analysis

Identifying top performers to understand what drives success and how we can optimise is crucial, as is flagging dormant accounts in win-back analyses to explore new ways of generating buzz with past performers or those yet to launch. This analysis allows us to evaluate new recruitment opportunities based on previous partner success, or identify where to focus efforts if past affiliate types have underperformed.

5
Customer insights

Customer behaviour plays a crucial role in shaping affiliate performance. Analysing how users move through the journey, from first interaction to final conversion, reveals the patterns and behaviours that impact results. These insights inform everything from messaging and partner targeting to how commission structures are shaped around real purchasing habits.

6
Network-specific data

Each affiliate network comes with its own structure, tools and limitations. Understanding how these platforms function is essential to getting the most out of your programme. We assess how tracking has been implemented, how commission models are performing and whether bonus spend or platform fees are delivering genuine value. Any gaps or technical issues are addressed directly with the network to keep performance on track and ensure nothing is left unnoticed.

Bespoke metrics

We understand that deeper insights may be needed based on your KPI’s and these additional metrics are crucial when creating or optimising affiliate strategies. We track and analyse a range of expanded data points to paint a fuller picture of what’s driving results and where to focus next:

Customer type

Understanding the split between new and returning customers helps tailor partner incentives and align with acquisition goals to ensure budgets are driving incremental value.

Product level data

Identifying which categories or individual SKUs are converting the best and with which affiliates allows us to optimise creatives, messaging and even partner selection, especially during peak seasons or new product launches. 

Voucher code usage

Measuring how, when and where codes are being used reveals more about customer intent, discount sensitivity and how these types of promotions perform across different partners.

Device and region

Looking at where and how conversions happen helps inform campaign targeting and budget allocations, especially for brands with a specific regional focus or whose traffic is heavily driven through mobile devices.

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