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Advertiser Tracking Guide

Introduction

Awin's tracking consists of five core elements, namely the Advertiser MasterTag, the Conversion Tag, the Server to Server (S2S) implementation, the Fall-back Conversion Pixel and finally Product Level Tracking which is optional:

"*" Please note that the MasterTag should be integrated on all pages except those which display or process payment information.

As tracking can be implemented very differently depending on the site and the campaign / programme type we have broken down the integration guide into individual parts, each with their own sub-page.

If you have any questions what so ever please get in touch with your account contact or assigned integrator.

Awin Plugins

Please see below a selection of Plugins which can be utilized to incorporate Awin's tracking. We highly recommend our clients utilize our Plugins to benefit from future updates and bug fixes. This is the quickest and easiest method of technical implementation. Please select the desired Plugin Provider below to review installation instructions and video tutorial.

[+] Standard Implementation

[+] Advertiser MasterTag

The MasterTag is a JavaScript library containing all functions required for our tracking solution and should be unconditionally appended to every page on the site, including the confirmation page, but excluding any page that displays or processes payment information. This should be done as late as possible, for example by placing the HTML script element just above the closing body tag and declaring it as defer="defer".

Template

https://www.dwin1.com/{{advertiserId}}.js

• {{advertiserId}} must be replaced by the applicable Awin advertiser programme ID. Consult your account contact or assigned integrator if in any doubt

[+] Conversion Tag

The Conversion Tag, or Tracking Code as it also might be referred to, is the declaration of the AWIN.Tracking.Sale JavaScript object, which is done on the confirmation page to instruct the MasterTag that a conversion has taken place. It will then subsequently perform the necessary tracking requests.

Template

/*** Do not change ***/
var AWIN = AWIN || {};
AWIN.Tracking = AWIN.Tracking || {};
AWIN.Tracking.Sale = {};
/*** Set your transaction parameters ***/
AWIN.Tracking.Sale.amount = "{{totalAmount}}";
AWIN.Tracking.Sale.channel = "{{channel}}";
AWIN.Tracking.Sale.orderRef = "{{orderReference}}";
AWIN.Tracking.Sale.parts = "{{commissionGroupCode}}:{{totalAmount}}";
AWIN.Tracking.Sale.voucher = "{{voucherCode}}";
AWIN.Tracking.Sale.currency = "{{currencyCode}}";
AWIN.Tracking.Sale.test = "{{isTest}}";

• {{totalAmount}} must be replaced by the order subtotal amount - after any relevant discounts are applied but prior to any additional fees such as taxes, delivery charges, or relevant service charges are added. The value must be a float, no thousand separator is allowed and finally the decimal place has to be a standard dot character, for example: "1083.29"
  If the transaction type is a lead, then instead declare the number of leads, for example: "1"
• {{channel}} should be replaced with the name of the channel that is deemed as last click referrer. "aw" should always be utilised for Awin. Please refer to separate information about the Channel Parameter for more guidance
• {{orderReference}} must be replaced by the unique booking / order reference. The value will be cut if exceeding 50 characters. The value must be URL encoded if it contains special characters.
• {{commissionGroupCode}} should be replaced by the code for the commission group you want to attribute the transaction to. If no commission group is specified this should be set to Default. Accepted characters for the commissionGroup code are alphanumerics (letter in upper case), underscore '_' , point '.' and minus '-'
• {{voucherCode}} should be populated with the voucher code used in the transaction. Example: 10_OFF. The parameter value has to be URL-encoded.
• {{currencyCode}} should be populated with the ISO currency code of the currency that was used in the transaction. Example: GBP
• {{isTest}} should be populated with "0" when tracking is in live mode or alternatively "1" if in test mode. When set to the latter, the incoming tracking requests will not be processed

[+] Fall-back Conversion Pixel

It is mandatory to also display a Fall-back Conversion Pixel on conversion. This can be done via a HTML image element or by appending an image object to the DOM.

Template

https://www.awin1.com/sread.img?tt=ns&tv=2&merchant={{advertiserId}}&amount={{totalAmount}}&ch={{channel}}&parts={{commissionGroupCode}}:{{totalAmount}}&vc={{voucherCode}}&cr={{currencyCode}}&ref={{orderReference}}&testmode={{isTest}}

• {{advertiserId}} must be replaced by the applicable Awin advertiser programme ID. Consult your account contact or assigned integrator if in any doubt
• {{totalAmount}} must be replaced by the order subtotal amount - after any relevant discounts are applied but prior to any additional fees such as taxes, delivery charges, or relevant service charges are added. The value must be a float, no thousand separator is allowed and finally the decimal place has to be a standard dot character, for example: "1083.29"
  If the transaction type is a lead, then instead declare the number of leads, for example: "1"
• {{channel}} should be replaced with the name of the channel that is deemed as last click referrer. "aw" should always be utilised for Awin. Please refer to separate information about the Channel Parameter for more guidance
• {{commissionGroupCode}} should be replaced by the code for the commission group you want to attribute the transaction to. If no commission group is specified this should be set to Default. Accepted characters for the commissionGroup code are alphanumerics (letter in upper case), underscore '_' , point '.' and minus '-'
• {{voucherCode}} should be populated with the voucher code used in the transaction. Example: 10_OFF. The parameter value has to be URL-encoded.
• {{currencyCode}} should be populated with the ISO currency code of the currency that was used in the transaction. Example: GBP
• {{orderReference}} must be replaced by the unique booking / order reference. The value will be cut if exceeding 50 characters. The value must be URL encoded if it contains special characters.
• {{isTest}} should be populated with "0" when tracking is in live mode or alternatively "1" if in test mode. When set to the latter, the incoming tracking requests will not be processed

[+] Cross Device Tracking

Awin's Cross Device Tracking solution allows advertisers to reward publishers for multi-device journey transactions. The ability to track cross-device will allow advertisers true understanding of how the performance channel drives customers, where previously anybody interacting with the channel across more than one device was instantly lost.

This solution now allows Awin to reward publishers for multi-device purchasing journeys, functionality that has been missing from the industry since users started to consume the internet on multiple devices.

For more informaiton on Cross Device Tracking and how this work, please view this page, here. With a standard implementation, you will be enabled for this functionality, if you'd like to opt-out of this feature, ensure you speak to your Awin technical contact.

[+] De-duplication

If you are working with multiple marketing channels and/or networks it is necessary to perform de-duplication so that commission is not paid out to several traffic sources for the same conversion.

[+] Channel Parameter

Awin strongly advise all clients to utilise the Channel Parameter to instruct our system how to process each conversion based on the source of the traffic.

[+] Example Implementations

[+] Commission Groups

Commission groups can be utilised to attribute the whole or parts of the transaction to a specific commission percentage or amount. The groups themselves are created and maintained within Commission Management in the Awin interface.

[+] New vs Existing

A very effective way of rewarding publishers for delivering new customers is to pay out a slightly higher commission for these transactions.

[+] Multiple Commission Groups

It is possible to split the transaction into parts which each gets assigned to a separate commission group. Do this by populating each part separated by a pipe ("|") character.

[+] Currency Conversion

If your site transacts in multiple currencies you can utilise Awin to perform the conversion from the foreign currency over to the base currency set for your advertiser programme. Base currencies can be AUD, BRL, CAD, CHF, DKK, EUR, GBP, NOK, PLN, SEK or USD, depending on the region where your programme is running. If you are unsure what your programme’s base currency is, please contact your account manager.

[+] Discount / Voucher Code Tracking

Awin's tracking supports reporting on whether or not a discount / voucher code was utilised by the customer during the check-out process.

[+] Customer Acquistion

Awin's tracking supports reporting on whether the customer making a purchase is a new customer acquisition or a returning customer to your store.

[+] Custom Tracking Parameters

It is possible to declare other information and associate it with the transaction using custom tracking parameters, which will appear in transaction reports available in the Awin UI, certain endpoints in the Awin Advertiser API, and via custom reports.

[+] Single Custom Tracking Parameter

[+] Multiple Custom Tracking Parameters

[+] Product Level Tracking

Product Level Tracking enables an advertiser to produce much more in-depth reporting where the performance of individual products easily can be measured.

From an implementation perspective, as long as you are already utilising the MasterTag, it is as simple as adding a hidden HTML form element to the confirmation page that contains individual rows in a specific format outlining which products are included in the order.

[+] PLT Via Conversion Pixel

As an alternative, if the implementation does not utilise JavaScript based tracking (refer to the topic Conversion Pixel Only Tracking), it is possible to declare Product Level Tracking within the pixel's URL request string.

[+] Conversion Pixel Only Tracking

[+] Server To Server (S2S)

To alleviate browser-based tracking risks, sever-to-server should be implemented by the Advertiser as a fallback. If implementation of S2S tracking is not feasible, batched offline tracking may be used.

[+] Conversion API

Server-side tracking can also be enabled via Awin's new Conversion API.

[+] Reference Snippets

[+] General Template

[+] Native HTML Example

[+] Container Tag Example