In an earlier entry we focused on the definition of what we call “attribution” (that great unknown concept) in this article we want to go deeper into the use we make of this concept in Kimia.
Let us briefly recall that attribution is successfully matching all traffic characteristics, sources, sub-sources, internal attributes… of our publishers to the final statistics, that includes the revenue generated.
In Kimia, what we understand as “characteristics of origin” which we attribute to the traffic, could be divided into three:
- Fixed Features:
- Publisher: who sends us traffic.
- Channel: the website, application, or sub-source of fixed traffic defined by the publisher.
- Ad-code / Zone-id: this corresponds to an integration where the publisher sends us the traffic (a banner of a certain size, a redirect, a pop up, …)
- Variable characteristics: In the URL that we give the publisher to publish our integrations we allow values to be sent to four parameters that will also be stored in the attribution. Usually these parameters are used by our publishers for information regarding the position of the creative, the page in which it appears, or other data related to the sub-sources that you want to assign. These parameters are: af, mk, ext1 and ext2. Later we will talk about them when we go over statistics.
- Click identifier: Some of our publishers have their own attribution system, so they prefer to send us a click identifier that we will send them back by postback, in case a payment event is confirmed. Through this click identifier, the publisher will be able to make its own attribution.
Both fixed and variable characteristics will be stored in our statistics, so that our publishers can make queries, filters and groupings for those characteristics and can see the attribution assigned to them in terms of prints, clicks, conversions and generated revenue. In addition, traffic characteristics, such as the country of origin, operator and device, will also be associated.
In general, our publishers choose our dashboard to check their statistics. With these stats, publishers are provided with all characteristics of the attributions, except for the variable characteristics ext1 and ext2.
Kimia’s platform dashboard
Some of our publishers prefer to request the stats in CSV file format, to integrate later in their own statistics. These reports also contain all attribution features, however, they do not contain data for the af and mk variables.
The click loss between the affiliate link and the offers final landing is totally out of a publisher’s control and not only that, you can’t really measure it, as the clicks you see on your affiliate network stats are the ones that reached the affiliate link, not the clicks that reached the offer landing page. The affiliate network has no way to count those (the offers landing is not theirs, so they don’t have any kind of stats for the clicks that reached it, unless the offer/partner reports them back, which is unusual).
You need to separate the click loss between the different jumps. As mentioned before, you can measure and try to control some, but others are totally out of your control and you won’t even be able to measure them.
1) The first and biggest jump is the publisher/ad network to your landing (comparing clicks counted by the publisher and the ones received in your landing). Here it will depend a lot on the way you get the traffic:
– Redirects: second on click loss % after pops. Similar to pops, two reasons for click loss: hosting and page loading speed, and then the bounce rate because the landing angle/design. The main difference with pops is that the original publishers page is no longer available, so they might stay in your landing if it’s attractive.
– Banner clicks: First click loss again happens on hosting, but here the bounce rate should be way lower if your landing is really related to the banner. They already know more or less what expect from the first click, so they have more patience waiting for your landing to fully load.
2) Once the surfer has decided to stay in your landing, of course the bounce rate and the ctr of your link to the offer are the key here, it’s all about angle/design.
3) Once the user has clicked on your button to the offer, then it’s all about the affiliate networks hosting and tracking software speed.
4) After the surfer has been redirected to the offer (if the offer is rebrokered through other networks, then step 3 applies again.) Then its all about the offer landing loading speed, which is something totally out of your control and out of the affiliate networks control, even in terms of trying to measure it, as I wrote in the intro.
All these jumps apply both to mobile and desktop, but the issue on mobile is greater for one reason. Some devices/OS, specially old ones, have issues handling several redirects and tend to hung up after a few. So when you receive the click from the ad network, it might have been through several redirects before, either at the publishers site itself or if the click is being brokered through several ad network, that is pretty common in redirects/pops, not as much for banner clicks. Therefore the click you received might have gone through 5 or 6 redirects before reaching you, and it might have frozen up before loading your landing.
Smart links are on “must” list lately, and @ Kimia we go beyond the standard to offer two kinds of smart links. Both of them can be setup in a “generic vertical” mode, however our smart links also allow you to show offers only one type of vertical if you wish.
– Matic: the standard smart link. Optimised by vertical, geo, device, carrier/wifi etc. Each click is sent to the best offer available for that segment combo. The optimisation is based on our own algorithm.
– Matrix: advanced 😉 We offer you the tools to design your own smartlink.
You can define “simple” rules like:
- IF geo= “ES” AND carrier= “Vodafone” THEN offer –> “X”
- ELSE offer -_> “Y”
Or more “complex” rules like:
- IF geo= “ES” AND carrier=”Vodafone” then offer –> X
- IF geo= “ES” AND carrier= “Movistar” then =
–>50% goes to offer “X”
–>30% goes to offer “Y”
–>20% goes to Kimia algorithm.
- IF geo= “ES” AND carrier= “WIFI” then → send the traffic back to my fallback URL (this URL can be another networks smart link, @ Kimia we allow this. The aim is for you to optimise your traffic to achieve top revenue for every click.)
If you choose the advanced version, you have more flexibility and control over the offers you will promote, though, of course, it also requires maintenance from your side.
In both cases, we achieve the segmentation using our own internal carrier detection system (IP filtering) and custom database.
As one of our main KPIs is our user-friendly platform, these smart link options are all available on a very simple drop down menus interface.
We also give you access to detailed stats by offer (both “id” and “name”) inside the stats platform. You can set-up direct campaigns to individual products if you prefer and view specific performance data.
If you are generating money in affiliate marketing, you must be tired of reading “worldwide coverage”, “100% fill rate”, “top, best eCPMs”… Okey, it is true, sale pitches all sound the same, mainly because, in most cases, it`s basically true! As an example, Kimia has the in-house technology and dedicated commercial team to make sure we can monetise even the most difficult segments for all mobile traffic, as well as provide complete coverage for desktop traffic.
However, these words start to feel hollow after a while, and you need more support, you need actual working strategies to get that best CPMs for each and every segment within your traffic. Kimia is aware that there is a large amount of webmasters that could improve their websites incoming revenue per impression, with a few very basic tools/tips.
Due to this we offer a specific, CPM based, adserver specially for webmasters, to complement our leading performance model adserver for media buyers and networks.
If you have worked with Kimia before as a webmaster, you know that we have been very focused in the mobile space and one of the many ways we optimize your mobile traffic is through Pops. (That´s a full page ad that opens in a new browser tab, hidden under the active content tab.) This ad format does not interrupt the user experience yet has a proven track record of yielding higher eCPM revenues than traditional display banner formats. Pops are not available on adsense, therefore this is an exclusive opportunity to optimise your traffic, let´s say, with Kimia! In addition to Pops we also offer alternative ad formats with high CTRs that can be used in combination with traditional ad formats from Google or other platforms. Providing high CTR formats results in a more qualified traffic source that advertisers are willing to pay more for! These formats include: Sticky, Slide-in, Notification bar, Leading app, in video banners and notification push-up. To see more about these formats, click here: https://kimia.mobi/en/advertising-formats
However, we also know that one of the most important aspects of mobile traffic monetisation is the big CPM difference between 3G and wifi traffic due to the different conversion flows, in addition to other precise targeting factors. So, to tackle this situation, we have further refined our platform, to not only provide precise IP targeting for carrier/wifi and the device/platform, but also city/zip code, language, time of day and operating system, all contributing to higher advertiser bids to increase your CPM.
On our platform you have carrier/wifi identification and filtering tools that allow you to send us all your traffic while getting the most from each segment. We help you to filter out all the 3G/WIFI segments and send it to specifically targeted mobile product best performing for each country, vertical, platform and carrier. We even offer you the freedom to utilize our expert IP filtering system to send certain traffic segments to offers/platforms outside of Kimia. Your profit is our priority, this is a partnership, and we want you to make the highest profit on every impression .
We also know that getting the right message to the right audience is crucial for improving revenue. That’s why Kimia offers optimized offers according to site category. Advertisers are able to bid according to verticals providing targeted messaging to specific audiences resulting in higher CPMs for our webmasters.
Add to the above a dedicated compliance team and technology to ensure your site integrity remains at top performance, as well as our Anti-adblocking solution, and you have a combination of tools, technology, and support to improve your current monetization.
So, if you read our previous ip advice, you might think, well, mobile tracking platforms also allow you to setup your own filtering rules also based on ips. Yes, true, however their ip databases won’t be as specific as ours, because they don´t work with conversion data like we do.
And… Kimia isn´t only the best source for ip filtering, we also provide the best filtering tools for free to all our partners.
One of our top features is our “Custom Matrix”, where you can setup rules based on country, device and carrier on an extremely “user-friendly” interface.
Example of rules setup:
- IF Spain AND Android AND Vodafone THEN -> Kimia´s internal Offer 1
- IF Spain AND Android AND Movistar THEN -> 80% Kimia´s internal Offer 2 – 20% Kimia´s internal Offer 3
- IF Spain AND iOS AND Vodafone THEN -> EXTERNAL LINK
- IF Spain AND Android AND Wifi THEN -> EXTERNAL FALLBACK URL
- OTHER -> Any traffic arriving from a segment you have not specified will go straight to Kimia´s general algorithm, which will decide which is the best offer per segment within that “bulk traffic” etc.
As you can see in this “example”, we help you filter all traffic specifically, however if you send traffic “outside” the rules setup it will never be “lost”, we will always monetise it in “OTHER”, which is Kimias general algorithm.
What the “EXTERNAL LINK/FALLBACK” means is that, besides sending your traffic to our offers (which is obviously the goal for both sides 🙂 ), we also allow you to use your own offers, or even other affiliate networks offers, to monetise certain segments of traffic, if you feel these external offers will do better then Kimias offers. We don’t take any commission on this traffic. We just ask you to be considerate and if you are using this free tool, you could test Kimias offers on other segments because we truly have top eCPMs and believe that we will be more competitive than any other external offer. All our offers are tested before being uploaded and have their performance proven based on competitive eCPMs.
Basically, we offer a free full traffic routing service that will lead to better, optimised, targeting for our affiliates. Both through our offers and even, if its ever necessary (which is shouldn’t be 😉 ) through external offers, as long as it helps our partners generate more revenue overall. This is the common goal!
We are also aware that this may be a more “in detail” approach then some of our partners want, as it’s for top optimization strategies, so we also provide a free tool called “Perfor-Matic”. This is a single campaign URL (adcode) which you can setup to send your bulk traffic (unfiltered/unsegmented traffic) and we do the all the segmenting and routing on our side based on the results given by the algorithm.
All these options are available in an “easy-to-use” platform, with an interface that allows you to view stats in real time (there are various filter options available for your convenience)
Whatever your traffic needs, Kimia assures you, we have a tool that will help you generate the most revenue out of every click.
The following post explains a typical affiliate situation we can find ourselves in and gives some strategic suggestions, there will be a follow up post that provides further solutions!
Most affiliates are looking for that “white whale” that will bring in the revenue with the simplest strategy, for many partners this usually means only buying carrier traffic. The result is that, in general, wifi traffic can then be bought cheaper in the market. So, why not use a strategy that allows you to monetize “mix traffic” and profit from this, lower-cost, Wi-fi segment.
Affiliates use two tactics to achieve a good bid for mixed traffic:
- If the network/publisher allows it, they create separate campaigns for carrier and Wi-fi with different bids (a lower one for Wi-fi), or else the “carrier-only” buyers will outbid you easily.
- If the network/publisher doesn’t allow separate campaigns, then affiliates use a lower bid for a mix of “carrier+wifi”, as this can still be profitable if the bid is competitive (low) enough.
The problem with buying unsegmented bulk traffic is that the EPC difference between each segment, it can be from $80 carrier to $1 Wi-fi. However the standard % of carrier/Wi-fi traffic that you will receive will be the other way around: 85% Wi-fi and 15% carrier. So, the reality is that finding the right bid, valid for all segments, is complicated, however, if you decide to bid on mixed traffic then…
… the key to monetizing this mix is very simple: use the best filters/routing available, so you can send the carrier traffic to 1-click or 2-click flow wap billing offers (or even better, segment each carrier and send them individually to the best wap billing offer specifically for them). Then send Wi-fi to other offers that work best for this segment (CPL, pin summit etc). This way you make an economic bid for the mixed traffic, then optimize it on your side. This will allow you to outbid your competitors that do not do this specific filtering/routing, either because they don’t have access to the tools or “just aren’t bothered” with the optimisation process!. It will also allow you to avoid the “high bids war” for the best performing “carrier only” traffic.
When we say “use the best filters available” to you, we mean it.
Kimia is very proud of its carrier filtering. We use a combination of 3 different commercial databases plus the IP ranges provided from the partners and even directly from carriers, as we have a strong relationship with many carriers worldwide (Kimia functioned as a tech provider for carrier billing before we switched into an affiliate marketing). On top of that, and this is our differentiator, we have our own “conversions data”. We are currently sending an estimated 5 million conversions per month to carrier wap billing CPA offers, this generates an enormous amount of data that clarifies which IPs convert for each offer. To merge these various sources, Kimia has developed its own in-house technology and has a department dedicated full time on these resources.
If theres one thing that is predominant in everyones inbox its the ever omniscient newsletter… But really, how helpful is most of this correspondence? Lots of text explaining new tech, links to offers, promos of events companies are attending… Thats the typical content, which can or not be of interest, however, useful?
Kimia cannot deny we have our own newsletter, we are on the bandwagon too! However our aim is always to give our current partners and future clients the most straight forward, clear, transparent information we can about what really interests them, which are markets, segments and eCPMs.
Therefore, Kimia has created a weekly “premium” newsletter for those clients that are focused and working “hand-to-hand” with our account managers, where we provide in detail information per geo, segment etc. No commercial messages slip in ever, its 100% orientated to give you previously benchmarked campaigns on performance and competitiveness, this means benchmark EPCs from trending markets and advice on how to proceed to generate the most revenue within them.
As always, we recommend that, if these geos spark an interest, you contact your AM for them to support you further on how to optimize in detail. For example, on “Hourly eCPMs”, which we spoke about in a past post.
For our future “premium” clients, as we wish all of you to be, of course!, we give a weekly sneak-peek into which segments are performing best. This information is not conveyed through a newsletter but rather through our social media company profiles which you can access on any of the major platforms: Facebook, Linkedin and Twitter.
For you, as a media buyer, there are many factors that affect the revenue you can achieve with your traffic on a daily bases. Uncontrollable factors such as socioeconomic, cultural etc, and not merely industry related (split testing, product compatibility)
How do you manage these “uncontrollable” factors in the best way possible?.
One simple option at your reach is to optimise your traffic in detail with competitive information you can directly monitor. For example eCPMs by hour per market. Ideally, you work with your account manager to review, per geo, your profitable revenue hours and the markets profitable CPM hours, and therefore you can adequate your campaigns with this information. Either to adapt your traffic flow to the best sections of the day, or, even if you have already profitable campaign, possibly duplicate your campaigns to reach more profit.
You can obtain this useful information by working with a premium account manager; a professional that will facilitate eCPMs per hour and per market, so that you know the effectiveness of your overall traffic within a geo. As well as giving you visibility into the product specifications. There are many products out there, however an AM can tell you which ones are performing best per segment and at what times. An important note, some of these products also have caps and it vital to keep this in mind and have an AM that know exactly where you should place your efforts and when.
At Kimia we see clear fluctuations within our major countries, specially when top converting hours begin and therefore when there is a higher competition for traffic.
In our top asian markets such as India and Thailand, the top converting hours tend to be in the local early evening, from 7pm to 12pm. On the other hand in the EU markets are slight differences from each other, for example in Germany conversion rates spike from 4pm onwards whereas in Spain the spike starts after 9pm.
Optimizing your traffic by time sections and per geo is a simple and efficient method that is available to all media buyers working with premium performance based networks.