5 Reasons Why Good Tracking Benefits Your Affiliate Partnerships

Effective tracking and measurement are the foundations of any performance marketing campaign. That is especially true in affiliate marketing, where partnerships live and die by their ability to track conversions and measure success. 

But the benefits of upgraded tracking extend far beyond simply capturing more sales. The additional layer of data unlocked by improved measurement fuels strategic decision making, enhances campaign efficiency, and drives sustainable growth. 

To explain these benefits, we asked a range of partners to share their insights on why advertisers should prioritize upgrading their tracking capabilities. 

1. More data = more insight

Tracking isn’t just about recording sales — it’s about understanding them. When advertisers have access to richer data, they can gain deeper insights into customer behavior, identify opportunities for optimization, and refine their marketing strategies. 

According to Chris Johnson, CMO at the tech partner intent.ly, this enhanced data clarity empowers brands to make informed decisions that drive incremental gains.  

"An improved, more accurate reflection of our on-site performance is a no-brainer for brands. These insights drive the marginal gains and value-add that our brand partners are looking for. The sooner tracking upgrades are implemented, the better," he explains. 

By capturing a more complete view of the customer journey, advertisers can use it to fuel their partnerships. 

2. Increase your reach without increasing ad spend

Advertisers often seek ways to scale their reach while maintaining cost efficiency. Upgraded tracking plays a crucial role in this, enabling brands to better allocate their budgets based on precise performance insights. 

Andreas Andreou, Chief Revenue Officer at Zilch, emphasises how improved tracking allows brands to unlock competitive advantages.  

“With a healthy tracking setup, brands secure priority exposure and achieve stronger ROAS. In today’s market, where CFOs demand more volume at a lower cost, tracking isn’t just an advantage — it’s a necessity.”  

By ensuring every conversion is accurately recorded, Andreas believes brands can tap into better opportunities to maximize their ad spend and drive superior results.  

“At Zilch, we see brands with a healthy Zilch Tracking Rate unlocking priority exposure, competitive advantages, and superior sales growth.” 

3. Understand exactly how affiliates drive value to your app

For brands with app-based offerings, knowing which affiliates contribute to their growth on these platforms is essential. Without a robust measurement framework, advertisers are left piecing together fragmented data, making it difficult to optimize their affiliate partnerships effectively. 

David Serfaty, AVP of Global Product Partnerships at mobile measurement partner (MMP) AppsFlyer, highlights how enhanced measurement eliminates guesswork: “By upgrading their measurement capabilities, advertisers gain a single source of truth that reveals exactly what’s driving conversions. Without an MMP, brands are reduced to guesswork.” 

With clearer attribution, brands can fine-tune their strategies and better grasp exactly how valuable their apps are for their customers and their business.

4. Build customer loyalty and establish trust

Enhanced tracking also plays a crucial role in building trust with consumers. When a customer clicks through to a merchant expecting a reward, such as cashback, they are placing their faith in the system. 

James Little, Group Commercial Director at TopCashback, underscores how reliable tracking ensures a smooth, frustration-free experience.  

“Every successful tracking implementation means a member who doesn’t need to chase a missing cashback claim, who doesn’t feel frustrated or forgotten. By investing in robust tracking solutions, we’re not only improving conversion rates for merchants but creating seamless experiences that keep members coming back.” 

By ensuring every transaction is tracked accurately, brands can improve customer satisfaction, strengthen loyalty, and build long-term trust with their audience. “In an industry where relationships are everything” James continues, “reliable tracking is what transforms one-time shoppers into loyal advocates.” 

5. When tracking improves, performance follows

Affiliate marketing is an outcome-based ad model. While measurement is always a key consideration, the bottom line is that better tracking ensures better performance. The ability to track accurately means advertisers can optimize their campaigns, boost engagement, and drive higher revenue. 

Michael Jaconi, Co-Founder and CEO of the MMP Button, emphasizes how deep linking and in-app attribution deliver significant gains: “Deep linking is the backbone of mobile commerce success, especially for creators and affiliates. Awin’s retailers have seen a 110% boost in revenue per tap by unlocking in-app attribution. Better data means better decisions, stronger partnerships, and more revenue.” 

As advertisers refine their tracking capabilities, they not only improve attribution accuracy but also create frictionless experiences that enhance customer journeys, ultimately leading to better results for all stakeholders. 

Get on the right track with tracking in 2025 

In an increasingly data-driven marketing landscape, upgrading tracking capabilities isn’t just a nice-to-have — it’s a strategic imperative. By implementing better tracking solutions, advertisers unlock richer insights, maximize efficiency, and future-proof their performance marketing strategies. 

Awin’s CPI provides a framework for enhanced measurement. Now is the time for brands to take action and capitalize on the full potential of their affiliate partnerships.