Affiliate Marketing Management for SaaS: Tracking, Attribution, and Optimization
Even though SaaS affiliate programs may deliver scalable income, affiliate marketing management is not just about tracking clicks and conversions. It is expected that in 2026, 69% of leading B2B SaaS executives will plan to increase the amount they invest in partnerships; thus, proper affiliate management becomes more important than ever. The management of affiliates […]
First Party Data in Performance Marketing: Why It Matters and How Brands Can Use It
If you have actively run a performance marketing program in the last two years, you might be able to relate to the following – One might start thinking of it as bad luck, but if we consider it more rationally, then it is the result of the direct data system that performance marketers have been […]
Influencer Marketing Metrics: KPIs, Formulas and How to Measure Campaign Success
Influencer marketing performance should be measured against the campaign’s objective, not a universal set of metrics. For awareness campaigns, prioritize reach, impressions, CPM, video completion rate and brand lift. For consideration campaigns, track engagement rate, saves, shares, click-through rate and website sessions. For conversion campaigns, focus on conversion rate, CPA or CAC, revenue, ROAS and […]
Strategic Partnership: How Businesses Grow Better Together
Two entities working together means more outcomes and shared benefits for both parties. This is because working individually these days might mean more of everything. This includes more ad spend, more headcount, and more channels to manage in-house. Additionally, customer acquisition costs will always be on the rise (60% over the past five years), organic reach […]
B2B Partnerships: Types, Strategies, Examples and Best Practices
A B2B partnership is a commercial relationship between two businesses that work together toward shared goals such as acquiring customers, entering new markets, expanding distribution, increasing product value or generating revenue. Depending on the model, partners may refer leads, resell products, co-market, integrate technologies, distribute services or jointly sell to customers. A well-crafted B2B partnership […]
Co-marketing: What is it, and How to Leverage Co-marketing in 2027?
When two organizations market their products, services or other collaterals under a common, double-branding regime, the activity in-progress is known as co-marketing. This activity need not be focused on selling per se, and may serve any of the stages within the customer acquisition funnel. On the whole, the collaboration serves to increase lead generation, share […]
Digital Marketing for Small Businesses: A Complete 2026 Growth Guide
By the year 2026, digital marketing is practically the main strategy for small businesses. According to industry estimates, global investments in digital advertising will amount to $781 billion this year, with digital channels making up almost 69 percent of the total advertising budget spent around the world. However, the main problem is not the acquisition […]
Incrementality: Measure What Marketing Actually Causes
There is a fundamental limitation in traditional marketing attribution metrics. Most of them convey what happened after a marketing interaction, not necessarily what would have happened without it. This is where incrementality steps in. A customer may click an affiliate link and purchase five minutes later. The affiliate attribution platform can accurately record clicks and […]
Server-Side Tracking: Benefits, Setup Process, and Why It Matters for Performance Marketing
If you run performance marketing campaigns, there is one obstacle that you must have observed quite often: the numbers might not add up. Say, your Facebook shows you got 500 conversions, the analytics tool shows 350, and the finance team’s data shows something completely different. This leads to an increase in ad spend, with the […]
User Journey Mapping in Performance Marketing: How Clicks Turn Into Conversions
A user journey map is a visual representation of every interaction a prospect has with your brand, starting with the tracking macros that capture the first click on an ad or affiliate link, through to the moment they convert and beyond, mapped against their goals, emotions, and the channels that carried them there. For performance […]