Technical Integration (1)

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Technical Information about Tracking November 2010 | Page 1

TECHNICAL INFORMATION ABOUT TRACKINGTracking of an Affiliate-Program with affilinet

Tracking is the basis of affiliate marketing. This document outlines how the importance ofusing a reliable tracking method to track new customers from the publisher to theadvertiser website.

TRACKING AT A GLANCE

How the affilinet-tracking works

1. The publisher places a link to the advertiser's website.

2. Visitors of the publishers website/email, click on the link. These clicks are counted and

the visitor is referred to the advertiser website. That is where the ID of the placedpublisher is recorded and kept until a transaction (lead or sale) takes place. Normally acookie is used to do so.

3. At the end of a transaction, basic data of the transaction is sent to affilinet. Thetransaction is saved in the affilinet statistics as "earmarked". The advertiser must releasethe transaction before it is confirmed and the commission can be charged.

The affilinet standard-tracking also gives the advertiser the possibility to refund thepublisher even if the sale/lead is not accomplished at the first visit but at any further visit.The time range, in which a following visit has to happen, can be defined individually.If the publisher just gets the commission when the customer accomplishes the sale at itsfirst visit the attractiveness of the programme lessens because when it comes to purchase

decisions many customers are hesitant and rather accomplish the order at a further visit.

Additional Tracking through advertiser

On demand an advertiser can track the publisher with its own tracking system. Thatrequires a detailed exchange with affilinet support in advance especially if a transmittedparameter of the URL influences the affilinet tracking code.

Connection to an advertiser's backend-system

The affilinet system is very flexible. The integration into every order- or merchandiseinformation system is quick and easy. The only precondition is the possibility to change theorder systemssource code.


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SIX TRACKING METHODS IN DETAIL

A Standard tracking with affilinet-Cookie

B Programs with variable ratesC Program with Lifetime-provisionD Session trackingE Standard procedure with transmitted parameter and advertiser cookie

F Click-out tracking

A- Standard tracking with affilinet - Cookie

When a link is clicked a cookie is set on the internet user's hard drive. The cookie containsthe publisher-ID, possibly a sub-ID and information about the link (link type and

identification number). Upon conclusion of a transaction the content of the cookie isreadout and the lead or sale is assigned to the particular publisher.The tracking cookie which is set and read by affilinet is valid 30 days (default value). Nopersonal data is stored within this cookie.

Tracking via a cookie is by far the easiest, most reliable and especially fairest method tomanage affiliate partnerships. A simple HTML code just needs to be added to theadvertiser website. All communicated orders done within these 30 days after the click willbe commissioned. According to all present enquiries the proportion of internet users which

do not accept cookies is less than one percent.Alternatively transactions can also be tracked via a session-variable on the advertiser-website instead of cookies. This method is not recommended by affilinet.

Referring the user to the advertisers website

When the user clicks on a publisher link he gets referred via

http://web.epartner.es/click.asp to the appropriate advertiser's start-URL.At this step the tracking cookie is set.The advertiser can assign every link to the corresponding target URL using the affilinetinterface (so called deep link). The use of product or article numbers is possible as well.Contact us for further details.

Information on transaction to affilinetIn the confirmation or thank-you page of the order system a affilinet-tracking code needsto be integrated.

This code has to be generated dynamically per order.

Basis-Code for Pay-Per-Lead/Sale programsAllowance = fixed sum (lead)

Allowance = in percent (sale)


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Please notice: When you integrate this into a https-site, you have to use https:// for the

pixel as well.

This adds an invisible 1x1 pixel graphic in the confirmation page; at the same time thetransaction data is transferred to affilinet. Affilinet reads out the tracking cookie. If apublisher ID is contained all the transaction data is saved in the affilinet system.

Explanation of general parameters

site=XXXX: this is the program-ID which MUST NOT be changedorder=TRACKING_NUMBER: that is where dynamically an unique order numberhas to be added. The text 'TRACKING-NUMBER' has to be replaced, e.g.

order=pk4327. This number identifies the order in the affilinet reporting. The stringmust be unique for every order and is used as a connection between affilinet andthe order system. With this tracking number the order will be confirmed or releasedfor commission.

mode=ppl: shows that a fixed payment is being tracked (lead)mode=pps: shows that a percentage payment is being tracked (sale)ltype=: Number of the rate (for both lead- as well as sale rates)

price=ORDER_VALUE: this is where the net value (without VAT) of the order is putin dynamically. It is used to calculate the partner commission. The text

ORDER_VALUE' has to be replaced with the relevant number, e.g. price=199.95.Comma and dot can be used as decimal place. Maximum two decimal places,

thousand separators are not allowed. In case of a sale rate this parameter iscompulsory since it is used to calculate the commission. In case of a lead rate thisparameter can be transferred optional, this way you receive statistics on themarket basket value.

Additional parameters for Pay-Per-Sale programs with allowance in percent

curr=EUR: Currency in which the order was done. Without this parameter, thecurrency of the affilinet branch you work with (EUR or GBP) is used per default.With this parameter you can track different currencies and convert themautomatically into your programs default currency. Please contact your account

manager for further information.

Release of transactionsOrdered online does not always mean ordered successfully. There are invalid orders,returns, attempts of fraud etc. Registered transactions are displayed in the publisherstatistics as "earmarked". The commission of a transaction will be paid after the explicit

release by the advertiser. The order has to be marked as "confirmed".

The advertiser is able to:have all transactions confirmed automatically and only edit the cancellations.

release transactions via the login manually and individually according to its criteria(within 45 days).confirm, cancel and generate transactions by importing a file in the login area.


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B- Program with variable rates

Example: Lead-Program

That is the normal tracking code without the extension:

A variety of user actions can be tracked and commissioned. To this end affilinet can set up

several lead rates (e.g. for account opening, money deposits, newsletter registration,participation in a survey or competition). The parameter ltypedefines which lead rate willbe commissioned.

Example:

This example uses the second lead rate. The value is stored in the affilinet database. Onthe same model, using ltype=10 will call the lead rate 10.

If you want to track more than one action at the same time (e.g. newsletter registrationand procuration of new customers), every pixel has to be called simultaneously.

Example: Sale-Program

This is the normal tracking code without the extension:

Different percentages can be used. To this end affilinet can set up multiple sale rates (e.g.

for different groups of goods). The parameter ltypedefines which sale rate will becommissioned.

Example:

This example uses the second sale rate. The percentage is stored in the affilinet database.

On the same model, using ltype=5 will call the sale rate 10.

If you want to transmit more than one percentage within one market basket for differentgroups of goods you have to split up the market basket value and every pixel has to be

called simultaneously.

Example: Combined program (lead+sale)

Should the users action generate a lead as well as a sale, you may use at the same timeboth a sale and a lead pixel. Each pixel has to be called simultaneously.


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C- Program with Lifetime-provision

Requirements

The following requirements are needed to use the tracking of lifetime-commission (reorderof an already communicated customer):

affilinet transmits the publisherIDin your target URL via the parameter "ref":

http://www.advertiser-website.es /?ref=PublisherID

(the parameter name ref" can possibly be changed by affilinet)

This ID is linked to the communicated customer in the database of your ordering system

so that the allocation of the publisherID to the customer is possible at any time.

ExecutionIf this customer generates a further action at a later date for which the publisher getsanother payment, the tracking code has to be reloaded out of the database using a neworder number which is linked to the customer.

This new order number can normally be created with ease by e.g. adding a timestamp or anumber behind the already existing order number.

The tracking code has to be extended additionally by the prior transmitted publisherID

which was saved by you:

Example for a lead commission

Example for a sale commission

Further commissions will be created in the same way by using a new tracking code.


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D- Session tracking

The publisherID is transferred via affilinet in the target URL with the click.http://www.advertiser-site.es /?ref=Publisher-ID&affmt=b1&affmn=1You have to keep the publisherID ready throughout the session. On the last page, thestandard parameter has to be extended to the parameter ref. The parameters affmtandaffmnare used to the describe creatives (media type and media number). If those two

parameters are not returned, no statistic by creative can be created.

Example with a sale pixel:

Downside:If the data is only stored throughout the browser session, a customer who decides to buylater on does not generate a commission for the publisher. This can have a negativeimpact on the attractiveness of your program.

E- Standard procedure with transmitted parameter andadvertiser cookie

Situation:Instead of transmitting every action to the affilinet database, the advertiser just wants to

load the tracking code if the customer originally came from affilinet (the program runs onseveral Affiliate networks).

Solution:

The advertiser sets his own cookiewhich recognises that the visitor has arrived viaaffilinet. The default URL therefore normally contains a parameter which is defined by theadvertiser.

Example:http://www.advertiser-website.es/?id=affilinet

The cookie has to be valid for 30 days and must be in accordance with the privacy policy.

Procedure:1. Click on the creative.2. Parameter gets transferred and readout in the target system.3. An advertiser cookie as well as an affilinet cookie is set.

4. The visitor comes back after xx days and opens the advertisers page.5. The advertiser cookie gets readout.6. On the finishing page the affilinet tracking code is loaded because of the existing

advertiser cookie.7. This code reads the affilinet cookie8. Order is registered.


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F- Click-out tracking

Click-out means that the customer forwarded by the publisher leaves the advertisers page

via an external link for which the advertiser himself is remunerated (well-suited for pricecomparisons, portals, result lists, etc.).

A click-out program is always a lead program. (Here the lead indicates a fixedcommission.)

On the advertisers page a location for the tracking pixel has to be defined. Normally thishappens via an intermediate page or a pop-up when the customer leaves the website to

reach the offerer (click-out).

In this case it is necessary as well to create a dynamic order number. Variable rates andspecial commissions are also possible at any time, just like for a normal program.

With a click-out program, click-outs (leads) are recorded temporarily and played back intothe advertiser account in a nightly update. They are accumulated as a sum per publisher

and rate. The publisher also only sees the daily sums of the click-outs per rate perprogram in his statistics (e.g. 5x click-out automotive).

Please note: With a click-out program, it is not possible for the advertiser to

make cancellations. If needed, you have to set up a filtration/deduplicationbefore the pixel is called.

In case of questions or further information regarding tracking or setting up a affiliate

program please contact our affilinet account management team:Email: [email protected]

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