Conversion Protection Initiative
Get on the right track with Awin’s Conversion Protection Initiative
Measure more. Measure better. Maximise results.
What is the CPI?
Awin’s Conversion Protection Initiative (CPI) is a game-changer for affiliate tracking, ensuring accurate measurement and fair attribution. It requires advertisers to:
Upgrade to Server-to-Server (S2S) tracking
Enable app tracking if they have an app
If not compliant, a probabilistic model will calculate missing sales
Why Does It Matter?
Effective digital ad measurement is increasingly challenged by:
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Privacy regulations & consent requirements
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3rd party cookie deprecation
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Adblock adoption
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Browser & device restrictions
PI LIVE Europe
Awin’s CEO, Adam Ross, outlines the scale of the challenge at PI LIVE Europe
Conversion Protection Initiative launch at PI Live Europe
What the Industry is Saying
The fact that Awin put so much emphasis on the best and most accurate tracking that is available in the market is going to help everybody in this industry propel forward.
Sarah Bundy, Founder, All Inclusive Marketing
Awin’s CPI has the potential to unlock new growth for the industry by delivering better tracking, better measurement and better results
James Little, Group Commercial Director, TopCashback
Better data means better decisions, stronger partnerships, and more revenue. We’re excited to help retailers make the most of this shift and prove how powerful their affiliate programs can be
Michael Jaconi, CEO, Button
So long as the uplift in cost comes with an uplift in value, our business is very supportive of getting the most accurate data possible because it helps us invest our money better.
Susan Armstrong-Payne, Affiliate Marketing Manager, Boots
Atolls is firmly behind Awin’s CPI. We believe it’s progressive steps like this which will secure the future of affiliate marketing
Gerhard Trautmann, CEO, Atolls
I think CPI will really encourage communication from people to think about their tracking more and so I’m a big fan of it.
Steve Brown, Founder & CEO, Moonpull
We are proud to support Awin’s CPI with its focus on improving the tracking integrity of our industry.
Gaurav Arora, Global Partnerships Director, Skimlinks
Good tracking is the foundation of a winning affiliate partnership. In a landscape where CFOs demand more volume at a lower cost, tracking isn’t just an advantage - it’s a necessity.
Andreas Andreou, CRO, Zilch
Are You Affected by CPI?
Find out in seconds if your affiliate program is affected by the Conversion Protection Initiative.
S2S Tracking
Use Awin’s Tracking Diagnosis Tool. If S2S isn’t listed, you need an upgrade.
App Tracking
Check your Awin profile to confirm tracking is active
Affected?
If your program does not meet the required standard, a probabilistic model will be applied to it which could increase sales by 32.6%. This is designed to ensure fair compensation and offset tracking losses.
How Are the Probabilistic Sums Calculated?
Awin’s team of tracking experts developed these sums through a rigorous analysis of historical conversion data and industry performance metrics. By benchmarking against standard tracking discrepancies observed across the industry, they established:
+20% sales for missing app tracking
+12.6% sales for missing S2S tracking
This data-backed approach not only standardizes compensation but also reinforces the integrity and sustainability of affiliate marketing partnerships.
FAQS
How to Upgrade
Awin’s Conversion Protection Initiative (CPI) has inevitably provoked a lot of questions from affiliate marketers. Awin’s CEO answers some of the most common ones in this video interview.
