
Image credit: orangachang
Reading Clarks excellent blog post on how affiliates could be missing out on hard earned commissions reminded me of a post i noticed whilst travelling by Doug Scott titled “Super Cookies for Super Affiliates“. As is Dougs style, the post caused a bit of a stir, but my general understanding was that some affiliates cookies are “worth more” than others. I.e. a “super affiliate” places a cookie, then no other cookie can overwrite it. Or if they do, the sales get cancelled.
At the time i was somewhere in Northern Argentina so didnt really have time to look into my own stats. But now that i am back at my PC i thought i would investigate a little bit…
I have a merchant that i make around 800 sales a month for. Doug published his blog post on the 4th of April, so i thought i would look at my cancellation rates before and after this date (see below). The theory being that Dougs exposé might have some affect on cancellation rates.
Januray cancellation rate: 4.23%
February cancellation rate: 5.01%
March cancellation rate: 5.01%
April cancellation rate (after the 4th): 1.24%
May cancellation rate: 0.74%
June cancellation rate: 0.83%
Now it could be just be pure coincidence. My numbers are by no means big enough to prove anything. It could be that this merchant changed their cancellation policies around this time anyway… it could be that i suddenly started sending better traffic… it could be seasonal… but as a paranoid affiliate it does look suspicious.
I think the point that i am trying to make is that the affiliate industry really needs much greater transparency. At times it feels like a bit of a boys club, or at least that some “dodgy practices” go on. I know that the industry has been taking massive steps forward in recent years, and that has come in no small part from the IAB (who are talking at this years A4U). So i thought i would submit a question from my blog, and twitter.
What can the IAB do to help improve transparency within the industy, inparticular regarding “dodgy” cancellation policies by merchants?