Awin offers multiple tracking methods to ensure accurate conversion attribution and reliable commission payments. This article explains what tracking methods exist, why they matter to your earnings, and how to check an advertiser's tracking setup before promoting their programmes.
Why is tracking useful?
Accurate tracking ensures that the sales you generate are recorded and attributed correctly. The trackingTransparency property helps you assess how complete and reliable an advertiser’s tracking setup is by showing which tracking signals have been active recently. This visibility helps prioritise programmes that are more likely to capture conversions and reward your traffic accurately.
The trackingTransparency is a property available in the Awin Publisher API. It reports which tracking methods an advertiser has actively used over a rolling 15-day period, allowing you to evaluate tracking coverage before promoting them.
Advertisers with sub-optimal tracking may be subject to Conversion Protection Initiative (CPI) adjustments. To learn more, see The Conversion Protection Initiative - FAQ.
How to check an advertiser's tracking methods?
You can access the trackingTransparency property in the Get Program Details endpoint in the Publisher API. The tracking methods currently supported include:
- Client-Side Tag
- Server-to-Server
- App Tracking
- Voucher Code Attribution
- Deferred Click Measurement
Client-side tracking methods
Client-side tracking runs in the user’s browser or mobile app and relies on page loads, JavaScript, or pixels.
Advertiser MasterTag
The MasterTag is installed on the advertiser’s website and enables client-side attribution using first-party and cookie-less signals. It also supports features such as voucher attribution and cross-device matching. A correctly implemented MasterTag increases the likelihood that referrals are tracked across browsers and devices.
Fallback Conversion Tag (Image Pixel)
The fallback pixel fires if JavaScript fails to load. It captures basic conversion data such as order value and reference ID, which can help prevent lost commissions due to page errors or incomplete loads.
Product-level tracking
Product-level tracking passes itemised basket data to Awin. This provides visibility into which products convert best and supports more precise reporting and optimisation.
Voucher attribution
It tracks voucher code usage, including in privacy-focused environments where cookies may be restricted. Supports cross-device journey matching to improve attribution accuracy. To learn more, see What is Voucher Attribution?
Cross-device tracking
Cross-device tracking matches user journeys across multiple devices using client-side identifiers and signals, and tracks voucher code usage even in cookie-restricted environments. This helps ensure that conversions are correctly attributed to the publisher and reduces the risk of lost or misattributed commissions. To learn more about cross-device tracking, read What is cross device tracking and how does it work?
Server-side tracking methods
These methods send conversion data directly from the advertiser’s systems to Awin, independent of the user’s browser.
Standard server-to-server tracking
The standard S2S method records conversions via a secure postback URL between the advertiser’s server and Awin. Because it does not rely on cookies or browser execution, it is resilient to ad blockers, cookie deletion, and browser restrictions.
Conversion API
This method bypasses browser limitations such as ad blockers or JavaScript errors and provides strong protection against missed conversions ensuring that the ad platforms are optimised and tracked better.
Note: Advertisers must use both the MasterTag and Server-to-Server to meet Awin's tracking standards.
Mixed-sides tracking method
Mixed-side tracking typically combines client-side and server-side signals.
App tracking
A common implementation of app tracking starts when an SDK in the advertiser’s mobile app generates a client-side event, which is passed to a server (often via a mobile measurement partner) and then sent to Awin as a server-side postback. This increases the likelihood that in-app conversions are tracked and attributed, even when users journey starts on the web.
