Traffic sources: Transparency is more important than volume

What to write in the first message to the manager

• a reference to the site or a description of the source;
• countries to which traffic is planned;
• guide to the volume and period of the test;
• The model you want to discuss;
• Do you have a postback and your own analytics?
• Examples of creatives, if they are already prepared.

Why you can't mix everything into one subID

If SEO, social, and paid traffic all come under the same label, it’s impossible to know which channel creates results and which channel only consumes resources. The minimum structure is a separate SubID by source and campaign. A more detailed version is described in the article on UTM and SubID.

Quality of traffic

High CTR does not equal quality. For an affiliate campaign, what happens after a click is more important: the share of registrations, the transition to the FTD, confirmation of actions and further audience activity. Sharp anomalies – for example, many of the same type of registrations without normal behavior – are worth checking before scaling.

Before scaling

First, get a statistically useful volume in one understandable segment. Then change one major variable at a time: GEO, creative, audience, or landing. So the cause of the rise or fall is not lost in a mixture of changes.