Nearly a year on from its launch, Awin has reported some major success as a result of the Conversion Protection Initiative (CPI).
Announced at PI LIVE Europe last year, the initiative aimed to “drive more accurate, deterministic tracking.”
In April, CEO Adam Ross provided an update, stating that Awin would be “relentless” in its mission to move advertisers over to server-to-server tracking.
Now, the network announces the payoff, so far, of its hard work.
In a blog post, Ross wrote that the programme has upgraded tracking for more than 3,000 advertisers, reaching over 70% of the company’s 2025 target.
Awin says the improvements have led to the recovery of over one million previously untracked conversions, the attribution of more than $100 million in revenue to advertisers, and the redirection of almost $9 million in commissions to the affiliates.
Internal analysis highlighted that in a sample of 25,000 sales, 22% of tracked conversions were only visible thanks to the new S2S tracking. Advertisers implementing in-app tracking reportedly saw average uplifts of +37% in revenue, +34% in sales, +29% in order value, and an 81% increase in conversion rates.
Ross also noted that major brands such as AO.com, Three, VW Bank, and Boots have led the rollout, while other platforms, including Rakuten, TimeOne, and Admitad have launched similar tracking initiatives.
Awin has partnered with tracking and measurement providers, including Button and Stape, to support advertisers in adopting CPI. The company says the initiative is now integrated into its policies, processes, and platform, with a goal of full compliance across its advertisers by the end of 2025.
Ross described CPI as an effort to make affiliate marketing more transparent, ethical, and performance-driven, while thanking advertisers who have already implemented the upgrades.
Speaking to Hello Partner, Peter Jack, VP of Global Operations at Awin, who spearheaded the CPI project, said that it has "far exceeded" expectations.
He explained how the impressive figure was obtained: "We analysed transactions by separating out each tracking method used. This allowed us to see which sales were only captured by the new server-to-server layer, and not by any other method. That precision gives us full confidence that the uplift is a direct result of the upgraded tracking."
Awin’s success should inspire confidence in the future of affiliate tracking industry-wide.
