Awin’s Conversion Protection Initiative: $100m Tracked. Trust Restored.

The Challenge

Affiliate tracking had been quietly eroding for a decade. Browser-side blocking, mobile signal loss, and tightening data regulations were leaving partners undercompensated and advertisers flying blind. The channel's foundational credibility was under threat, and no one had taken decisive, industry-wide action to fix it.

The Strategy

In October 2024, Awin drew a line in the sand. At PI LIVE Europe, CEO Adam Ross announced the Conversion Protection Initiative with a clear message: No More Free Sales. From April 2025, Awin began enforcing server-to-server tracking and in-app integration across all advertisers. Where technical gaps remained, Awin introduced a pioneering probabilistic attribution model as an ethical failsafe, crediting untracked sales and protecting partner earnings.

The Work

The initiative combined mandatory tracking standards with a smart, ethical technical fallback model. Extensive legal diligence and external consultations informed the planning phase, while execution spanned platform upgrades, mandatory policy updates, and a comprehensive educational hub for partners. By blending strict technical integrity with scaled automation and widespread industry enablement, the programme ensured publishers were fairly compensated and advertisers secured data integrity.

Results

CPI recovered over one million sales, delivered nearly $100 million in accurately tracked revenue, and redirected over $8.5 million in previously untracked commission back to partners. It has since inspired competitors to follow suit and is reshaping industry norms.

The Judges' Verdict

Awin's Conversion Protection Initiative secured top honours as a landmark, category-defining entry that directly addressed the global erosion of conversion measurement. Judges praised the robust planning phase, which integrated extensive legal diligence and external consultations, as well as the thoughtful execution across platform upgrades, policy updates, and partner education.

"A courageous, statement entry that raises transparency and compliance standards for the entire global market."