Online travel platforms must cover a wide range of customer journeys cost-effectively to remain profitable. In affiliate networks and voucher portals, however, unauthorized commission payments take place regularly, putting pressure on the travel provider’s margin. If a user repeatedly visits the travel site via different affiliate sites, all networks receive a full commission without justification. In addition, there are users who leave the checkout when voucher boxes appear to find vouchers via search engines. When returning via a voucher page, a commission to the voucher portal is triggered, although the user had already entered the conversion process.
Objectives of the project:
- Correct affiliate attribution
- Improved cost efficiency
- Optimized commission payment
Conversion attribution via a cookie split
Our customer, a package tour operator, wants to track the conversion attribution of involved affiliates and voucher portals by integrating a cookie split. Cookies ensure that only the last active affiliate partner is saved, so that only the correct affiliate pixel can be triggered during a conversion. In addition, the cookie filter ensures that no new affiliate partners are tracked once the user enters the checkout process. Plus, data (turnover and quantity) is only transmitted to the affiliate partners if they were also part of the customer journey (Need-To-Know-Principle).
FELD M developed the code for the cookie filter and implemented it in the customer‘s Tag Management System (TMS). The cookie filter fits seamlessly into the customer‘s overall setup, since the marketing pixels of the affiliate partners and voucher portals are also managed via the TMS.
Enhanced cost efficiency and data privacy
Thanks to the cookie filter, our customer now only distributes the commission to the last active affiliate partner or to voucher portals that actually contributed to conversion generation. The customer has regained control of the commission to affiliate and voucher portal partners, achieving improved cost efficiency and acting in the interest of data privacy.
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