Starting a Partner/Affiliate Program on Everflow: A Step-by-Step Guide : Helpdesk

Starting a Partner/Affiliate Program on Everflow: A Step-by-Step Guide

Who is this Guide for:

Brands or Agencies who are building out their first partner/affiliate program on Everflow. This guide will walk you through the setup for a fictional company.

Fictional Company Details:

Name: Ake Clothes
Description: Ake clothes makes the best clothing from scarfs to tank tops
Desired Partner/Affiliate Commission: 8% of the shopping cart total.
Average Margin per Sale: 40%

Steps from initial setup to launching your partner marketing campaign:

1) After contract signing, you will complete a setup questionnaire (to confirm how you want your dashboard to be set up), and then receive your 30-day free trial.

  • Your sales rep will send you login access to your dashboard.
  • When you move from the free trial to a full account you will be able to switch to your custom domain.

2) Here is how it will look when you log into Everflow for the first time: 


To add access to other team members for setup: Go to Control Centre > Accounts > Add Account


To customise Everflow to reflect your logo and branding: Go to Control Centre > Configurations > General tab>Edit. 

Here, you will upload your logo which will replace the Everflow logo in the top left corner of the portal, as well as on your login page. 


To customize the color scheme of your Everflow portal: Go to Control Centre > Configurations > UI Customization> Edit. Under Theme, you can select one of the pre-defined color scheme or make your own. Clicking on Enlarge under Make your own will bring up the palettes where you can do further customization. 

Now, you are all set to set up your first offer! 


3) You will need to set up your brand as an Advertiser: Advertiser > Add


4) Set up your first product under offers: Offers > Add

For Ake Clothes they want to set up different payouts based on product lines. To do this, they will set up separate offers for each type of product.

Some things to note:

Name: Displays to Partners/Affiliates

Destination URL: Where the partner tracking links will direct traffic towards, with postback it requires passing extra macros:

For Cookie Tracking: If it’s your own website, your destination URL is the preferred starting location on your website.

For Postbacks: Your partners need to send your transaction ID through on each click — by having it passed inside your destination url under the dynamic {transaction_id} macro.

Typically though it looks like this: https://akeclothing.com/accessories/?transaction_id={transaction_id}

Preview URL: The store URL, so the partner can quickly see which page the tracking link will be sending traffic towards.

Description: This is where you get to showcase the value of your offer to your partners. Get them excited through having strong descriptions. You have the option of using HTML or plain text in this section.

2: REVENUE & PAYOUT — Click on the next tab to get to this section.

Since Ake Clothes wants to offer a payout of 8% of their customers order value, they want their revenue and payout based on the Sale. They want their Everflow dashboard to track how much they are money they are generating on each sale, they would first select RPS, Revenue Per Sale, and put in their margin of 40%. For their affiliate commission, they would select CPS, Cost Per Sale, and set it to 8% as the payout per sale.

Make sure to keep Fire Affiliate Postback toggled to green, otherwise they won’t receive their commissions:

3: TRACKING & CONTROLS

For Cookie Tracking: Under ‘Conversion Method’ — Select JavaScript, which will let you generate the JS tag later on for setting up conversion tracking in your shopping cart. Ake Clothing uses this method.

For Postback: Under ‘Conversion Method’ — Select Server Postback, and make sure that in the prior set up destination url that you’re having affiliates passing {Transaction_ID} inside that url.

Caps: Ake Clothing set up their cap to 500, which means that their links will deactivate on this offer, if there is more than 500 conversions of this product in a single day. Since they have limited inventory, they want to make sure that if a partner sends a massive amount of traffic they aren’t selling more product than they can handle fulfillment on.

Visibility: Public will mean any of your partners can see the offer in the partner portal, private will only show to partners you’ve selected for the offer.

Unique Session Duration: This is how long after a user clicks on your partner's link that you will still credit the partner with that commission. Ake sets it to 24 hours, which means that after a user clicks on a partner link, if they buy any time within the next 24 hours, the partner earns commissions for driving that sale. If you set it to 0, it won’t track any conversions.

Cookie Setup: Select Cookie — 24 hours is default.

Postback setup: Use IP Address & User Agent setting — 24 hours is default.

Couple of other options to note:
Force SSL: This will allow affiliates to promote with tracking links that includes HTTPS, which is a higher security format than HTTP. This requires getting your domain SSL certified which has a small annual cost.

Support Deep Links: By default affiliates can only send traffic to the destination URL. With deep links they can send it to any page by adding &url=destination to their tracking link.

Cap specific timezone: You can specify the timezone that the cap is enforced in, if it's different from the default timezone of your Everflow account. 

Explicit T&Cs: If you want to require additional terms for the affiliate to accept before they can run the campaign.

Redirect Mode: Always leave as Standard for best performance

4: ATTRIBUTION

Leave this section with the default deactivated settings under normal situations.

5: TARGETING

Targeting is where you will put any requirements around what user traffic should be accepted to reach your website. If the user traffic doesn’t meet these requirements, it will either send that user to a dead page, or to your Fail Traffic setup (explained below)

For Ake Clothing, they only ship to US & UK, so they will set those targeting requirements to prevent any potential order fraud from other countries:

Couple of other options to note:

Connection type: Here you can specify prefer if you allow users who are browsing on wifi only, or mobile data only, or both.

Block Proxy Traffic: When enabled, clicks coming from proxies will be blocked. Everflow uses Digital Element to determine if clicks are coming from well known proxies.

Day-Parting: If you wish to only allow user traffic to reach your website during certain parts of a day, or certain days of the week, this can be set up in day-parting. 

6: FAIL TRAFFIC

Fail Traffic is where you can send any invalid traffic that doesn’t match your targeting and any other settings. When in the deactivated red setting, any invalid clicks will go to a dead page. Ake clothing still hasn’t set up any offers, so they will leave this deactivated for now.

When you are ready, you can go back and set up two offers in Fail Traffic. The first offer targeted for Mexico & Canada, which leads to your landing page informing the user that Ake Clothing will be expanding shipping to those countries in the next year. The second offer would link to another landing page, that say that Ake Clothing doesn’t deliver to their country right now, but the user can shop at this other recommended global clothing brand (which would send that user through a partner link for a partnered global clothing brand).

7: FILES

This is where you add all of your creatives — banners, emails, etc. There is a bulk upload feature for creatives, so go ahead and leave this empty for now. Skip over to Step 8 to complete your offer set up before continuing with creative upload as described below and come back here later.

To add all of your creatives, go to Offers — Creatives > ‘Add Creative’ > ‘Add Bulk’

Make sure to set Visibility to Public, so your partners can access these banners. Type should always be set to image, select the offer you just creative, and then hit the up arrow icon to choose your .zip file of banners you want to upload.

This will set up all of your banners inside of the offer.

8: EMAILS

If you are planning to run email campaigns and have a managed suppression list with one of our partners, Ezepo or Optizmo, you can integrate and share them with your partners on your Everflow offers. If none, leave this part as-is. Now, you can click Save to complete your offer setup. Now, go ahead to add a;your creatives (scroll up for instructions). 


5) Setting up your Pixels or Postback for Tracking Conversions
Go back to your Offer: Offers — Manage > Click on the blue name of your offer.

For a Cookie Setup, where you selected the ‘Conversion Method’ of JavaScript:

Under Conversion Postback, keep ‘Base’ selected, and click the double upward rectangles to copy this code. This code will need to be placed in your shopping cart, so that it knows to send back confirmation on successful conversions.

If you’re using any of the following shopping carts, follow the instructions below for your specific JavaScript setups. Shopify has the step-by-step instructions, which is the same process for each of them:

Shopify — [Setup Instructions]
BigCommerce — [Setup Instructions]
WooCommerce — [Setup Instructions]

For a Postback Setup:

Under Conversion Postback, you will see a link that looks like this:

https://YOURDOMAIN.servecvr.com/?nid=##&oid=##&transaction_id=TRANSACTION_ID
This is the postback for this specific offer, to make it your global postback just remove &oid= section. OID = Offer ID for this specific offer. It will then look like:

https://YOURDOMAIN.servecvr.com/?nid=##&transaction_id=TRANSACTION_ID

For a postback to be successful the advertiser needs to return the transaction ID generated by Everflow, so they will replace out that last Transaction_ID portion with their platform’s macro set up for receiving partner’s transaction ID. Here is the recommended format to send your advertisers (or looking up the publisher transaction ID format for your own platform setup):

https://YOURDOMAIN.servecvr.com/?nid=[your network ID]&transaction_id=[Replace with advertiser’s Click ID macro]

6) Setting up your Partners / Promotion Channels in Everflow

For signing up partners, you have two main options:

  1. You can manually create the partner accounts for them
  2. You can link potential partners to your partner signup form

I. Manual Partner Setups: Partners > Add

1: GENERAL

Complete all of their information. Account Manager is the contact they will see when they log into their access for your dashboard, and Account Executive is for internal usage.

Advanced: Traffic Source is a feature that allows you to automatically append parameters to this partner whenever they are generating tracking links.

For example, if you want your partners to always pass their Click IDs (their platform’s version of the transaction ID) under sub1, their promotional placement IDs under sub2, and the website/app name under sub3:

http://start-everflow.tapptrk.com/28KL6/2CTPL/?sub1=[ClickID]&sub2=[PlacementID]&sub3=[AppName]

By setting a traffic source for their account, they know exactly where you expect to receive these details inside of their tracking link (so you can pass these details inside your Destination URL.

2: ADDRESS
If you don’t want to add their Address, click on Enable Address to turn off this requirement.

3: BILLING

You can put in all of the payment details here to generate automatic invoices for them inside the system. Everflow currently doesn’t offer a payment processing solution, so all affiliate payments need to be handled outside the platform, but can be tracked through our invoicing solution. We are integrated with selected payment processing solutions - Tipalti and Paypal. Speak with your CS Managers if you wish to process payments through these platforms. 

For Ake Clothes they plan to handle all of the invoicing and payments outside the platform. They set Billing Frequency to Manual, and Payment Method to None:

4. USER 

The optional final step to creating a partner account is creating a user login. Here's where you will add the partner user information and email address. Please note that each email address can only be used for 1 user login. At the bottom of the page, you will find a checkbox for sending a notification email to the user to inform them of the account creation. This is enabled by default. 



II. Partner Sign Up Page: Control Centre>Configurations

You can grab your Partner Sign up Form under: Partner Sign Up URLs.


7) Customizing the Partner Portal

For the Partner Sign-up form, if you wish to include a custom sign up header, or a custom sign up confirmation after the partner has submitted the sign up form, go to Control Centre> Configuration> Partner Portal> Sign Up Tab> Edit. Here, you can also add custom questions that you would like the partner to provide details for in their sign up. 


You can add additional Terms & Conditions under Partner Portal > Terms And Conditions > Edit > ‘Require Platform Terms and Conditions Agreement’ and add those under Custom Terms and Conditions. 

Over here, you can also see a list of partners who have agreed to the T&Cs as well as revoke their acceptance should you have an updated T&C in place. 

If there is an announcement that you wish to share with your partners, you can configure that under Partner Portal >Dashboard Announcement. Note that this function only supports HTML. There are other customization options for the Partner Portal on this page. 

8) Creating Partner Tracking Links & Coupons

Now that you have partners in your system, they will need tracking links. They can either log into their dashboard to generate the tracking links for the account, or you can generate the links for them. To generate their link: Offers — Manage > Click blue offer name > Click TRACKING LINKS tab > Select Affiliate > Click the Copy button:

The input boxes here allow you to include additional details for the partner to pass. For example, you can have them pass ?sub2=partner&sub3=MichaeAM&sub4=[affiliate dynamic website name]. Anything passed in this way will then be viewable inside your click and conversion reports for keeping track of different channels and sources.

In addition to click links, you can also utilize our click-less coupon code tracking feature: Partners — Coupon Codes > Add Coupon Code

Everflow just handles the tracking and attribution for this coupon code. The coupon would need to already exist inside of your advertiser shopping cart setup. When a user adds a promo code during the purchase, it would recognize the code matches, and then attribute that affiliate for driving that conversion.

Ake Clothes plans to use the coupon style15 for their influencers, that often can’t use click-based links for promoting brands.

9) Understanding Reporting

Once you’re set up with partners and running your offers successfully, you’ll want to utilize the reporting to keep track of performance. The report you’ll use the most is Reporting > Offer. From here we will be using demo data (the demo account is enabled for impressions, which may be activated by request).

Offer Reports:

Relevant metrics:

Clicks — Amount of user reaching the offer.

Inv. Clicks — Invalid Clicks, you can click on that blue number to see exactly why they were marked as invalid.

CV — Conversion on your offer.

CVR — Conversion Rate, this is good for seeing abnormal affiliate delivery. An extremely high CVR might suggestion they are using incentives.

CPC — Cost per Click. Usually not relevant for your affiliate partners, but useful if you’re also tracking your own marketing channels.

CPA & RPA = Cost per Action (Conversion), and Revenue per Action

Profit = Revenue - Payouts

You can also click the > arrow on any offer to see delivery broken down by affiliate.

You can click on the blue Invalid Clicks link to see a report with the breakdown of causes.

(IDFA is an IOS Mobile metric)

You can click on any of the bars to see a breakdown of the specific clicks that were marked as invalid for that specified reason:

You can even further drill down to seeing a full breakdown of that click:

The most common types of invalid traffic are usually:
1) Your users are sending clicks from an environment (e.g. a platform) you don’t support, such as from a mobile device or tablet.

2) They are sending traffic from countries that you don’t currently support.

3) They are violating other offer settings, such as sending traffic from a proxy IP, or firing off multiple duplicate clicks on the same user.

The offer report is the most practical report for getting a snapshot of your overall performance.

Conversion Report — If you need your data around conversions, that data is easiest to access and download under Reporting > Conversion.

Filters allow you to break down this data by offer, affiliate, or any other key metric.

Analytics — Dimensional Report — The analytics section makes it easy to see your data broken out and compared against your other metrics. This is extremely useful if you want to see which partner is driving your best conversions for United States, or see what cities are driving the most conversions. You can access this under Analytics > Dimensional:

For this example, under Dimensions both City & Country have been selected, which adds two more reporting boxes with those metrics broken out:


If you want to just look at your United States traffic, just click on it, which will filter all the data for just traffic from United States:

You can filter by multiple things as well, such as seeing the traffic filtered by Offer, Country, and a specific Partner, and then see what cities their users come from.

This gives you an easy way to see extremely useful data about how and where your offers being promoted within a couple of clicks. You can see Dimensional > Flex to see this data in a full report and be able to download this information.

Offer, Conversion, and Dimensional should provide you with the core reporting you’ll need for your day-to-day metrics you will need for managing your affiliate program with strong insights. Feel free to play around with the other reports to see how they can help you.

10) Understanding the Click To Conversion Time Report

The Click to Conversion Time report shows you exactly how long it took from a user to click on one of your partners' ad and then complete a conversion.This report is mainly used for catching mobile click fraud for cost per install campaigns. Even if you’re not using it for catching fraud, this report still provides helpful insights:

A couple of useful things you can learn from this report:

It should usually be impossible for a user to go from a click to conversion on the majority offers within 15 seconds, as that would be too short a time for them to complete the offer. There are two most likely causes for a very low click to conversion time:

  1. The user was about to complete a purchase, and then went to a coupon site to grab a discount code. Most coupon sites are partners, and when you grab a code from their site you’re also clicking on their partner link. Since the user was ready to complete their purchase, they can go from click to conversion extremely quickly.
  2. An partner fraud situation where they are injecting their tracking click on the user right before the purchase. This is more common in mobile, where it’s known as Click Injection or Install Hijacking.

If you see a lot of conversions coming in after 24 hours from the same partner, with nearly no conversions coming in the first 24 hour period. This could suggest that the affiliate is firing off their click tracker on a massive group of people without their knowledge, and the partner is hoping they organically decide to go purchase from your site.

In both situations the Click to Conversion Time report doesn’t definitively suggest that your partners are doing any fraud. It’s a good practice to track this and if you see an abnormal click to conversion time, have a conversation with the partners to learn more about how they are promoting your offers.

11) Removing Bad Conversion & Partners
Depending on your type of offer, you may have a consistent amount of low quality conversions that you need to remove from your partner's payout. You can handle this under Partners > Adjustments


To make adjustments, just click Add Adjustment, select the date period where the partner delivered the conversions, and then the partner and offer.

Once you make this selection it will show you a breakdown of their delivery by day. You select Edit, and then change the amount of conversions to the quantity the partner should receive payout. EX if you’re reversing 100 conversion from payment on the example below for Dec 31st, you would change the 253 conversions number to 153 conversions, click Apply, and save.

Blocking traffic from specific Partner Placements:

Sometimes you’re working with a partner that is delivering overall good quality from their conversions, but you see in the Analytics Dimension report that they have 1 placement delivering an 80% conversion rate hiding amongst their majority good placements. Having a conversation with your partners on these issues is important, but sometimes it’s urgent to block bad / fraud sources right away (and many partners don’t have the ability to make specific placement blocks form their side). You can handle this under Partners > Traffic Blocking:

You can block traffic based on receiving different metrics from your publishers. We recommend having your partners pass their placement IDs under &sub2=[partners placement ID] to make it easier to view this data in your report and block sources as needed (if they are able to pass this).

Deactivating Partners

If you find a partner is committing fraud and unresponsive, you can completely deactivate them, which will automatically make all of your partner links go to dead pages for them. This is handled under Partner > Manage > Select the … to the right of a Partner and click Edit > Under Status change to Suspended.


12) Keep Growing your Partner Marketing/Affiliate Program with Everflow’s Support

As an Everflow customer, you can always get help from our expert support team. You can contact them through our in-platform live chat with any of your platform-related questions:

You can also always email our team at support@everflow.io with your questions and requests.

We take customer success very seriously, so always feel welcome to reach out to us. We want you to be able to happily grow your performance marketing channels, and feel fully supported by both the platform and our team.



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