E-commerce firm adopts tagging system to track ‘last click’ of sales through affiliates

E-commerce firm adopts tagging system to track ‘last click’ of sales through affiliates

Train ticket booking retailer thetrainline.com is deploying tag management system TagMan to 'deduplicate' commission payments to affiliate partners.

The company, which is the UK's sixth most visited travel website and the 24th most visited UK e-commerce site, will use the system to tell exactly which of its online channels delivered the 'last click' for any sale and so be able to award commission payments more accurately.

Converting every click that sells

By housing the tracking tags for the company's two affiliate network partners in a single container tag and using the system to also track the rest of their online campaigns, thetrainline.com will be able to tell where other channels, such as display, paid search or email, delivered the last click on any sale. This will enable it to avoid 'duplication' where it is forced to make click-per-action (CPA) commission payments to partners that have tracked users from their campaigns to a sale, even if they didn't deliver the converting click.

Nathalie Landron, thetrainline.com online marketing manager, said: “Using TagMan is about tracking our campaigns accurately so that we can reward our marketing partners for their true contribution to online sales.”