What is De-Duplication?
De-Duplication - Working with Multiple Affiliate Networks
When a merchant works with multiple affiliate networks, a customer might click on affiliate links from two or more networks before making a purchase. This means multiple networks could claim credit for the sale and award commissions to their affiliates.
However, only the affiliate responsible for the last click before the purchase should receive the commission. De-duplication ensures only this last-click affiliate is paid, preventing others from receiving commission for the same sale.
De-Duplication - Across Other Channels
If a merchant wants to dedupe across other marketing channels (like paid search, social media, or email), the process is similar. The system checks the last source that referred the customer. If that last source was Webgains, then Webgains will be credited for the sale.
Example: If a customer clicks on a Webgains affiliate link and later clicks on a PPC ad before purchasing, both the affiliate and PPC could receive a commission. Deduplication ensures only the last-click source (either the affiliate or PPC) receives the commission.
The Solution: Local Tracking for De-Duplication
The solution is to use local tracking with a cookie on the merchant’s website. This cookie stores the source of the last referral (whether it's from an affiliate network or another marketing channel). Each time a customer clicks through a new link, the cookie is updated, so only the network responsible for the last click receives the commission.
For deduplication across multiple channels, the same process applies. If a customer clicks on an affiliate link and then through another marketing channel, the system will ensure only the last-click source is paid, preventing commission for both the affiliate and the other channel.
In essence, this setup follows a last-click model, ensuring that the network or channel that generated the last referral before the sale receives the commission.
Program Considerations
Your Program Terms and Conditions should be clear about any deduplication policies, including which channels are subject to deduplication. Publishers must receive 30 days’ notice before any new deduplication policy is implemented.
When is Deduplication Recommended?
Deduplication is typically recommended for generic PPC (pay-per-click advertising), as this is a common industry practice. However, deduplication against brand PPC (ads targeting specific brand names) is generally not recommended, as it can affect publisher commissions for their contribution.
Merchants working with multiple affiliate networks can use deduplication to ensure only the network responsible for the last-click receives commission.
When is Deduplication Not Recommended?
Deduplication should not be used against brand paid search (PPC or SEO).
Example: A customer clicks on an affiliate link but leaves the site without buying. Later, they return by typing the brand name into a search engine and clicking on a paid ad. If the merchant is deduping against brand PPC, the affiliate will not receive commission, even though they contributed to the customer’s journey. This could discourage affiliates from promoting your brand, as it undervalues their role in driving traffic.
Can Deduplication Negatively Affect the Program?
Deduping sales can reduce conversion rates for publishers, which lowers their commissions. This may make your program less attractive, and publishers could choose to promote competitors who don’t use deduplication. It’s important to consider this when setting up deduplication strategies.
Read more about how to set-up Local Tracking for de-duplication with Webgains: