AvantLink to Offer Online Path-to-Purchase Insight

Online retail affiliate network AvantLink is to launch its proprietary SaaS web analytics platform AvantMetrics as a standalone product.

AvantMetrics uses container pixels to track visitors for sale or lead referrals, covering the whole series of clicks leading up to a conversion and not just the last site from which customers arrived. Available to AvantLink clients since last year, the service is now opening up for more general use.

The product's v1 release provides various service levels for intelligent tracking rules, plus a pixel management allowing placement and modification of any tracking pixel, from any third party. It also allows users to set rules for shared attribution of leads, and to untangle duplicate situations where two networks or marketing channels both appear to be feeding customers through.

CEO Scott Kalbach says: 'It's been increasingly clear to us that for top web retailers with Affiliate programs, the last click only reporting is not intelligent enough. With standard Affiliate network reporting, there are often discrepancies with a retailer's own internal analytics, and that creates confusion and deteriorates trust.'

The company, founded in 2005, is online at www.avantlink.com .