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DM Confidential is a leader in the Affiliate marketplace. The DM Confidential Newsletter and web site is focused on the online marketing industry. To read more from DM Confidential visit: www.dmconfidential.com

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Managing and Minimizing Campaign Tracking Discrepancies

Written on
Nov 8, 2007 
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DM Confidential  |
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Managing and Minimizing Campaign Tracking Discrepancies

Strategic Pixel Placement

Typically, tracking pixels are placed near the bottom of the confirmation page of an offer. There are two common scenarios that could stop an HTML page from fully outputting and thus preventing the pixel from being written to the page:

  1. Inadequate Server Speed and Reliability – As a campaign grows in size, we often see that the hosting location is not suitable or adequately prepared for the number of page requests. As a web server experiences heavy load it may have difficulty keeping up, which typically results in pages not loading fully. If the tracking pixel is placed near the bottom of the confirmation page, then the pixel may never be outputted during times of heavy volume.
  2. Users with Slow Internet Connections – As the number of dial-up users grows smaller by the minute, there remains a small percentage of users who may not have the Internet speed and availability necessary to experience the offer the way it was designed. Large confirmation pages that contain rich multimedia and imagery may not be fully downloaded by the customer in these cases, which could also prevent the pixel from being outputted.

Asking the Advertiser to place a tracking pixel near the top of the confirmation page (just after the “<body>” tag) may provide better pixel reporting during high traffic loads, and when customers don’t have adequate bandwidth to handle the page.

Advanced DNS Routing to Avoid Latency

With a larger number of international campaigns being run inside the United States, DNS latency can have a drastic impact on conversion discrepancies. Many Networks have already established global DNS solutions to ensure that international web requests are handled without latency. Failure to have the proper DNS for a global campaign may result in an unsatisfactory user experience and dramatically increase the conversion discrepancy. There are many services available to help Networks establish a global DNS without requiring any hardware or software updates to the current tracking platform. Even strictly domestic Networks could greatly benefit from a more sophisticated DNS structure.

Ultimately and unfortunately, there is no way to completely eliminate campaign tracking discrepancies. I advocate measures that ensure discrepancy is kept as low as possible, and I think the solutions discussed here are appropriate for that purpose. I also believe that what’s best for the Publisher is best for the Network. A higher percentage of conversions and less discrepancy allows Publishers to have confidence in the reporting and an increased trust in the Network.

Ben Smith is the CEO of Diablo Media, LLC

Compliments of DM Confidential





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