opinion

Counting Correctly

A subject came up on a discussion thread today that I felt needed a bit more exposure, and what better place to be “controversial” than here in my little corner of cyberspace; the topic was sponsors “shaving” affiliates – a practice involving the intentional under-reporting of traffic and sales and consequently, an under-payment of earned income.

The reasons for this practice range from outright greed and fraud to trying to be competitive with other programs that offer unrealistic payout structures, such as a $50 payout on a $1 trial membership. Shaving isn’t what I want to discuss, however, but ways in which affiliates can measure their productivity – as well as their sponsor’s real profitability.

It all comes down to the count. For example, when you look at various sponsor’s stats and conversion ratios, at first glance some seem to do much better than others, but how do they really compare? You won’t know by relying on numbers your sponsor provides in their stats program.

The reason for this is simple: some sponsors count (and report to you) visitors landing on the first page of their site; some sponsors count second-page visits – a number which can often be less than half the number of visitors you actually sent, due to drop-offs in first to second page click-through rates. Some sponsors only count visitors that make it to the join page – a measure that makes your ratio look spectacular, but in no way reflects the number of visitors you actually sent. Complicating this matter is that sponsors frequently do not disclose the point at which they count the visitor, making a straight comparison of profitability difficult.

The only solution is to count your own out-clicks to sponsors. After all, what you’re really interested in knowing is the value of your traffic. It’s not about what the sponsor does with the visitor after you send him or her there, or about whether you’re paid per sale or as a percentage (revshare) of that surfer’s purchases, it’s about how much that particular surfer is worth to you and where you can get the most for him or her.

You find this value by counting the number of unique clicks (visitors) that you sent to the sponsor during a given period, divided by the actual revenue that you received from the sponsor during that period. The result is the actual value, per-click, of your site’s traffic.

Calculating this on a per-sponsor basis allows you to see what the actual conversion ratios, income and profitability of each sponsor is, for you, based on a level playing field. There’s simply no other way to do it and have the numbers come out accurately.

By now you realize the value of counting your own clicks, but how do you automate this? For operators using trade scripts, this is usually pretty simple as most trade scripts can display your out-clicks. Just setup the sponsor as a trade, but do not require them to send traffic back to you in order to receive traffic from you. For those without trade scripts, a wide variety of solutions from simple “do-it-yourself” out-click scripts to full-blown ad management systems can be found at HotScripts.com as well as elsewhere online.

If you want to get a handle on what your traffic is really worth and where you should be sending it to maximize your income, then start counting your out-clicks today!

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Rebranding Sexual Wellness Through a Self-Care Approach

As most of us in the industry already know, sexual wellness remains the black sheep of self-care. Discussions about wellness glorify meditation apps, skincare routines and workout regimens — but mention masturbation or using a sex toy, and most people shy away from the topic.

Hail Groo ·
profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
opinion

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business has not quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

The Barcelona Job: A Diamond Heist Drenched in Sweat and Seduction

In a city famed for its architecture and allure, something far more seductive is about to go down. The priceless NakedSword Diamond is nestled deep within a heavily fortified Barcelona museum, and master thief Sir Peter has his eye on the prize.

Jackie Backman ·
Show More