AvantLink Introduces Proprietary Web Analytics Platform

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AvantMetrics, a new analytics platform from AvantLink, provides online advertisers with complete customer path-to-purchase data insight, rather than just data on the last click that leads to a conversion.

We developed AvantMetrics to offer detailed insight and transparency into all Affiliate referrals, and associated customer path-to-purchase touch point data.

AvantLink, a leading Affiliate network for web retailers, announced last week the standalone launch of their latest SaaS technology offering: AvantMetrics. AvantMetrics is a proprietary container pixel and web analytics platform that allows for more intelligent sale or lead referral tracking rules. This product, the first of its kind for online advertisers, offers detailed insight into the entire customer click stream leading to a conversion.

AvantMetrics has been available to AvantLink clients since last year, but now any advertiser interested in capturing complete path-to-purchase data is eligible. Up until this point networks have only offered visibility into which publisher sent the last click; but no visibility into the full customer path-to-purchase. This has proven to be problematic for a number of reasons, including confusing internal analytics discrepancies with publisher referrals. AvantMetrics allows advertisers to make informed decisions based on actual data, instead of on assumptions.

With the v1 release of AvantMetrics, advertisers can:

  • Manage all third party tracking pixels
  • Apply business rules for shared attribution
  • De-duplicate multi-network commissions
  • De-duplicate internal marketing channels

"It's been increasingly clear to us that for top web retailers with Affiliate programs, the last click only reporting is not intelligent enough," says Scott Kalbach, CEO of AvantLink. "With standard Affiliate network reporting, there are often discrepancies with a retailer's own internal analytics, and that creates confusion and deteriorates trust." He continues, "We developed AvantMetrics to offer detailed insight and transparency into all Affiliate referrals, and associated customer path-to-purchase touch point data."

In addition to providing an array of service levels for intelligent tracking rules, AvantMetrics is also a pixel management tool that allows for the placement and modification of any tracking pixel, from any third party.

About AvantLink

AvantLink is the premiere Affiliate referral tracking, analytics and technology platform for web retailers. Founded in 2005 on the ideas of innovation, quality and service, AvantLink offers an array of industry leading Affiliate tools and scripts that are integrated in the network free of charge. They also maintains a zero tolerance policy for fraud or other rogue practices pervasive in other Affiliate networks. For more information, or to apply to the network as an Affiliate or merchant, visit AvantLink.com.

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Gary Marcoccia
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