Introduction
If you are an affiliate that uses websites to generate traffic, you will know that finding which pages work best is paramount to being able to optimize your websites. If an affiliate knows which pages are working best, they will be able to focus on the content that is generating revenue, as well as promoting the right brands on the right pages.
The Challenge
Unfortunately, in the iGaming affiliate world, capturing this data is quite challenging, leaving most affiliates to use clicks to measure performance of their websites’ pages. Naturally, this is not always a good indication of performance, as there are still multiple steps left in the funnel.
The Solution
Introducing Routy’s Page Level Dashboard, designed to give users insights into all their pages, and the brands they promote on each page. The dashboard is one of the most popular on Routy, and structured as follows
1. Overall Metrics & Filters
Clients can view their overall metrics for any single page and traffic source by using the filters at the top of the dashboard (which of course also impact the rest of the dashboard).
2. Page & Brand Breakdown
The most valuable part of the dashboard for affiliates is the page and brand breakdown. Here affiliates are able to view their stats broken down by page and by brand, to find the best performing pages – and by using cross filtering, the best brands on those pages.
3. Daily Conversions and Conversion Rates
Of course, one of the key things when viewing any data, is being able to view progression over time. This is no different for page level data. Using this section of the dashboard, together with filters, affiliates are able to see if any changes applied or recent events are impacting their trend and performance on any specific page and brand.
Setup
1. Adding your website to Routy
- Add a traffic source to Routy
- When adding your traffic source, be sure to select Website
2. Add the tracking script to your website’s global header
- Place the script on your website’s global header
- Once added, use Routy’s heartbeat checker to ensure it’s working correctly
3. Add your affiliate accounts to Routy
4. Convert your affiliate links to Routy links
- If you are using some internal cloaker, ensure that the session parameter is being passed onto the Routy link
Typical Use Cases
Use Case #1: I don’t know which pages are bringing me the most conversions
Solution:
Once you’ve gone through all the required setup steps, you should use the Page Breakdown on the Page Level Dashboard to evaluate the performance of your various pages. FTDs and Total Commission are a great way of finding the value you are getting from different pages.
However, do not limit it just to that, use other metrics such as Click to FTD (CTD) and EPC (Earning per Click). The date filter in this dashboard is based on the click date, so that we can ensure that your FTDs and Total Commission are being attributed to the correct period and not mixed in with legacy data.
Note: You might need to wait for some time until that data becomes significant, depending on the volume of traffic and conversions you are seeing.
Use Case #2: Am I giving the highest prominence to the right partner on each page?
Solution: Use cross filtering to find the best brands on each page. Consider digging into pages with the highest number of conversions so that you can find if you are giving the highest visibility to the right brands.
For example, you might find that the brand you are giving the highest prominence has received 1000 clicks this month, but just 10 FTDs converted. On the other hand, another brand on that same page is only receiving 200 clicks, but converted 40 FTDs. Assuming the traffic and conversion rate remains consistent, switching them round will give you an additional 152 FTDs from the same 1200 clicks.
Use Case #3: I think some low traffic pages might be worth investing my time in, but I’m not sure which to focus on
Solution: Once again, you should use the Page Breakdown on the Page Level Dashboard to spot any ‘hidden gems’. Whilst FTDs and Total Commission are a great way of finding the value you are getting from different pages, other metrics such as Click to FTD (CTD) and EPC (Earning per Click) are just as valuable, particularly to find such ‘hidden gems’. See if you can find some pages with a low amount of clicks that have a strong CTD and/or EPC.
