Advertiser AWin Index

From Wiki

The Awin Index is a tool that gives an 'at-a-glance' indication of programme performance.

The Awin Index is a score out of 100, calculated from an algorithm of 4 different performance metrics and is used by publishers to compare and identify the best performing advertiser programmes across the Awin network. The algorithm takes into account information from the previous 3 months for each advertiser programme. This is called the C.A.V.E. data and is comprised of the following:

• Conversion rate (The conversion rate is the total number of sales divided by the total number of clicks. The better a website converts traffic into actual transactions results in a higher conversion rate.)

• Approval percentage (The approval percentage relates to the proportion of pending transactions which are then validated as approved (as opposed to declined))

• Validation time (The validation period represents the average amount of time an advertiser takes to validate pending transactions as either Approved or Declined.)

• Earnings per click (The earnings per click is sometimes referred to as the EPC. This is the total commission earned by publishers divided by the total number of clicks.)

This CAVE data is calculated into one score, creating the Awin Index. The score given is based on a standard deviation average and submits any anomalies.

How is the Awin Index useful?

The Awin Index and CAVE figures are useful to monitor progression as well as highlighting any strengths or issues. A advertiser’s aim would be to better their Awin score each month by looking at the CAVE statistics individually and how each can be improved upon. Doing so will make the programme more attractive to publishers.

In an advertiser account Star Performers and Star Improvers are highlighted within the Awin Index report. Star Performers are indicated by a yellow star and highlight the 25 programmes which have the top Awin Index scores across the whole of the Awin network for the last three consecutive months.

Star Improvers are indicated by a green arrow and highlight programmes which improved their CAVE data so significantly in the last month that their Awin Index score was one of the top 25 increases across the whole network.

For publishers the CAVE data and Awin index can be found when selecting ‘current Advertisers’ and also when searching via the drop down box by promotional sector. The Awin rating can help when deciding whether to join and promote a programme. Star Performers and Star Improvers are also indicated here.

The Awin Index score is used by advertisers and publishers to benchmark vital statistics against other programmes in the same promotional sector and also against the entire network average. As Publishers may use the Awin index scores when deciding which programme to promote advertisers should aim to make their Awin index as strong and competitive as it can be.