Affiliates

Awin to launch new Conversion Protection Initiative

Awin is implementing a new initiative to ensure an enhanced, future-proofed tracking system to combat current tracking restrictions and capture missed transactions. The Conversion Protection Initiative (CPI) will take effect on April 7th 2025, and while the new mechanism will ensure publishers are fairly rewarded, it could come with some additional monthly fees if not implemented correctly by advertisers.

If tracking isn’t set up properly, CPI charges are applied as separate transactions in your Awin dashboard per publisher. The estimated costs are applied based on Awin’s network averages of missed sales.

• No S2S tracking: 12.6% of the sale value
• No app tracking: 20% flat fee

Unsure if this will affect you? You can review your current Awin setup to ensure that the following are in place to avoid any unnecessary costs:

Server-to-Server (S2S) Tracking
This bypasses limitations with cookies, add-blockers and browsers, to ensure conversion data is sent directly from your server to Awin.

App tracking
App tracking is also required if you have a transactional mobile app. In-app sales and activity won’t be attributed correctly without this, which leads to missed commission and unwanted CPI fees. However, if your app is non-transactional, it’s exempt.

You can directly integrate with a range of Mobile Measurement Partners (MMPs) with Awin.

Meta launches updated affiliate link displays

Meta is increasing affiliate link exposure within reels, videos, photos and text posts. Prior to this update, affiliate links had to be included in comments instead. This update increases the visibility of affiliate links, which mirrors what we’re already seeing across TikTok, where affiliate links are front and centre, driving sales in the TikTok Shop. For brands, this could be an opportunity to expand affiliate offerings with creators, as it’s likely to get more reach. For creators, they’re going to have to find the balance between genuine content and content that appears to be overly commercialised and revenue-driven, as it very quickly highlights when they are working as an affiliate.

Expert opinion

Olivia Jones, Affiliate Manager at Embryo

"For brands, this update will have a positive affect on reach, click through rate and conversions and will make it easier to measure success more accurately from influencer campaigns. For influencers, especially micro-influencers who are still growing their audiences and building their platform, it enables them to monetize their content in an easier way. However, influencers need to ensure they still create a healthy mix of organic content as well as promoted content to remain authentic and relatable to their audience."