Anna M
Affiliate Program Representative
- Joined
- Nov 8, 2024
- Messages
- 29
- Reaction score
- 15
You’ve launched an integration, tracked clicks, registrations and FTDs, and checked retention. That should be enough to assess the campaign. Or is it?
According to Makeberry Affiliates data, 30%+ of the uplift from an influence campaign can come through search and direct traffic. These users still reach the product, but the tracker no longer connects them to a specific influencer.
If you evaluate the campaign only by conversions attributed to the affiliate link, part of the result goes unattributed.
But some users take a different route: integration → brand exposure → search/direct → registration → FTD.
A user sees the integration and remembers the brand but doesn’t click the link straight away. They may come across the brand again in another integration, then later search for it by name or visit the website directly.
The user still reaches the product, but the conversion is no longer attributed to that specific influencer.
As a result, the campaign can look less effective than it actually is: higher CPD, fewer attributed FTDs and a longer projected payback period. And that can affect the decision to continue working with the influencer.
An FTD confirms the first deposit, but it doesn’t tell you what the user does next. 50 FTDs can be more valuable than 200 if the first group keeps playing and depositing, while the second makes the minimum deposit once and never comes back.
Alongside FTDs and retention, look at CPD, Avg deposit, One-timers % and 90-day LTV. Over time, these metrics show how the cohort behaves and how much value those users actually generate.
To assess that, you need product data on what users do after acquisition, how the cohort develops over time and whether the traffic pays back.
Before deciding whether to continue working with an influencer, you need to know not only how many FTDs they delivered, but also what those players are worth over time and whether the traffic pays back.
It covers influencer checks before launch, platform and GEO selection, fake engagement, traffic economics and scaling decisions.
Get the full guide for free via the Google Form.
According to Makeberry Affiliates data, 30%+ of the uplift from an influence campaign can come through search and direct traffic. These users still reach the product, but the tracker no longer connects them to a specific influencer.
If you evaluate the campaign only by conversions attributed to the affiliate link, part of the result goes unattributed.
Where attribution loses the user
A direct conversion is easy to track: integration → click → registration → FTD.But some users take a different route: integration → brand exposure → search/direct → registration → FTD.
A user sees the integration and remembers the brand but doesn’t click the link straight away. They may come across the brand again in another integration, then later search for it by name or visit the website directly.
The user still reaches the product, but the conversion is no longer attributed to that specific influencer.
As a result, the campaign can look less effective than it actually is: higher CPD, fewer attributed FTDs and a longer projected payback period. And that can affect the decision to continue working with the influencer.
FTD is only the beginning
Even when search and direct conversions are taken into account, you still need to know how good that traffic actually is.An FTD confirms the first deposit, but it doesn’t tell you what the user does next. 50 FTDs can be more valuable than 200 if the first group keeps playing and depositing, while the second makes the minimum deposit once and never comes back.
Alongside FTDs and retention, look at CPD, Avg deposit, One-timers % and 90-day LTV. Over time, these metrics show how the cohort behaves and how much value those users actually generate.
Campaign economics
An influencer can get 500K views and still deliver poor traffic economics. On the other hand, modest numbers from direct attribution don’t necessarily mean the campaign underperformed: some conversions may come through search and direct, while the cohort’s behaviour over time can change how the campaign is assessed.To assess that, you need product data on what users do after acquisition, how the cohort develops over time and whether the traffic pays back.
Before deciding whether to continue working with an influencer, you need to know not only how many FTDs they delivered, but also what those players are worth over time and whether the traffic pays back.
Our Tier 1 and Tier 2 benchmarks – in one guide
There is still no single standard for evaluating influence traffic quality. After $1M+ in influence spend, Makeberry Affiliates has built its own set of benchmarks and working methods based on product data and campaign results. We’ve put them together in one practical guide for Tier 1 and Tier 2.It covers influencer checks before launch, platform and GEO selection, fake engagement, traffic economics and scaling decisions.
Get the full guide for free via the Google Form.
