Benefits of studying your offer statistics

Published: August 21, 2020

Category: Affiliate marketing guides

The competition in the field of affiliate marketing is growing by the day. Affiliates who want to keep afloat and thrive in a saturated industry have to learn to use data analysis to their advantage. Here’s what you need to know about offer statistics.

Affiliate marketing statistics

Every action users take on a page influences a great number of statistics. Visitors across the world generate huge amounts of data with every click. You can choose to ignore this data or utilize it to further your business. Hey, as a performance marketing network we know first hand it’s not fun. Yet, it is a great asset and can help you both see what works and what doesn’t and plan your next move.

Offer statistics: Affiliate commission ratio

This metric is one of the crucial tracking statistics for affiliates. It shows the amount of money an affiliate earns per generated sale or lead. One of the most common variants of affiliate commission ratios is earnings per click, or EPC for short.

It is important to learn about different commission ratios advertisers offer so you can make an informed decision on which company gives the best offer. However, it is also important to consider how attractive their product would be to your audience. Getting a few sales with a higher commission ratio isn’t necessarily better than getting many sales with a lower one.

Illustration of a chart with a piggy bank above it.
It is always good to know how much you’re making.

Click-through rate

This tracking metric compares total impressions (IE views) of a link to the number of times it has been actually clicked, thus taking visitors toward completing the desired action. This stat is important because it indicates the overall success of the campaign. An affiliate should always strive toward having more clicks than impressions. If vice versa is true, you may need to rethink your marketing strategy.

Offer statistics: Conversion rate

Completing conversions makes the affiliate world go round. To put it simply, a conversion for an affiliate is the same thing a sale would be to a vendor. It happens when you successfully get a visitor to complete the desired action. These actions include, but are not limited to

  • Making a purchase
  • Signing up for a service
  • Joining a mailing list
  • Becoming a member of a site

If you are looking to sell your traffic, you should pay close attention to your conversion rate and make your website design as user-friendly as possible. This means doing extensive A/B testing regularly to see if even a minor change can improve your CR

Offer statistics: Gravity

Besides keeping us on Earth, and being a decent movie, gravity is a metric that can help affiliates. It shows how well a product is performing on the market. High gravity means the product is doing well and you’ll have an easy time converting. However, if gravity is low, you probably shouldn’t invest time and effort into advertising it because not many people are buying it (and/or keeping it). Keep in mind that gravity isn’t uniform all over the world, and many products are seasonal buys. Hence, you should keep your eye on products that would work best for you and your audience.

Illustration of a laptop in front of the Earth, with different charts around it.
Learn what’s selling like hotcakes, and where!

Offer statistics: Reversal rate

This metric shows affiliates how many times users have reversed their conversion. To put it differently: the reversal rate signifies the percent of visitors who clicked your link but decided to return the product and get a refund. It is an important stat because the advertiser will reduce your pay by the reversed conversion total.

Even though at a first glance this stat doesn’t look like it can have a positive impact, you can use it as a learning opportunity. That is: if one product gets returned more often than others, you can assume it is faulty in some way, or doesn’t fit its description. Thus, you should avoid it in the future and save yourself a lot of trouble. When all is said and done, it doesn’t feel great to lose the money you thought you had in your pocket.

But what does it all mean?

There are multiple reasons to pay attention to your stats. Firstly, no one knows everything by default. There are many books on affiliate marketing out there, and you can learn a lot by reading them. You can also get many insights from industry experts. However, the knowledge you accumulate this way isn’t specific to your situation. Don’t get us wrong, expert and friendly advice is a great guideline, but if the books are really good, and your friends have your success as a goal, they will also recommend seeing what works best for you.

Secondly, audiences are fickle. If you think you have figured everything out, and even if it is true at one moment, it can stop working the next. The market is dynamic and demands all players to have a plan B, C, and D at hand. Hence, the best way to stay afloat is to understand how your campaigns are going and why.

Google Analytics

As time goes by, the demands of the market grow. And so does the Google Analytics interface. Data you can see through this tool is also more versatile and expansive. Thus, you can make tweaks according to different trends on the go.

Illustration of people looking at stats.
Google Analytics is the place to go!

If you have been in the business for a while, you have learned there truly is no such thing as irrelevant information about users.

The number of visitors on your website can show you the busiest time of day and week when you should amp up the advertisement.

Geolocation allows you to develop custom creatives that relate to different audiences and help you make more sales in GEOs where you’re getting more visits from.

The device type tells you which advertisement type you should push. For example, if you’re getting a lot of mobile traffic, it is a good time to use push notifications.

Studying your offer stats allows you to see all relevant data from different perspectives, see how one stat affects the others, and find a solution that works best for you. This way you can create a custom tactic and always stay relevant because you keep searching for changes and trends.

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