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Jan 23, 2025

“As a result of our efforts, our client could automatically assign credit to the respective affiliate as soon as a lead called through the WhatConverts tracking number. These analytics helped us better understand the performance of the various marketing tools.”

Case Study

  • Agency: Nablasol
  • Client: Digital Marketing Agency
  • Software: WhatConverts

The Challenge:

Multi-channel marketing is a double-edged sword. On the one hand, the more varied the marketing strategy, the more diversified the risk (and reward). But on the other, delving into certain channels means the data you need to optimize—like lead source and medium—can be harder to find.

This was the problem facing Nablasol, a technology and digital services consulting firm. Their client struggled to track which channels delivered real results, leading to inefficient spending and missed opportunities. What made their situation unique was that they relied on both traditional channels (SEO, PPC, etc.) as well as affiliate marketing partners to bring in leads. Though they had trouble tracking all their marketing, their affiliate channels were proving to be the most problematic.

Additionally, the client was spending far too much time consolidating data across their marketing tools, leading to wasted resources and monthly hassles for their staff.

The task for Nablasol then was to solve two main problems:

  1. Attribution Gaps – Which marketing (both affiliate and non-affiliate) was truly driving results?
  2. Fragmented Data – How could they reduce all the extra resources needed to track performance?

The Approach:

“Before WhatConverts, it was difficult to track the source of the call when people would visit the landing page. All the PPC advertising and affiliates had UTM parameters defined for the landing page."

To start, Nablasol needed to be able to see where conversions (phone calls and web forms) were coming from—affiliate marketers or another marketing channel like Google Organic. Then, they could compare earned conversions across those channels and make optimization decisions based on that performance.

WhatConverts was the perfect solution to this challenge. It offers detailed tracking for any conversion type: phone calls, web forms, chats, emails, ecommerce, and even click events. Plus, it provides all the attribution data marketers need to make informed decisions.

You can view this data through a Quick Report:

Screenshot of a Quick Report inside WhatConverts. This report visually breaks down individual sources and mediums by leads generated and quote/sales value.

Or through more detailed and customizable full reports:

Screenshot of a full report inside WhatConverts. This fully customizable report visually shows individual sources and mediums by leads generated and quote/sales value.

With this data, Nablasol would easily be able to see affiliate leads compared to other marketing channels.

To solve problem #2, Nablasol could create a custom connection between WhatConverts and the client’s affiliate marketing software. As a result, any time an affiliate-referred lead converted and was tracked by WhatConverts, that affiliate would automatically receive credit for the conversion—no end-of-month reconciliation required from the client (saving hours every month).

The Result:

“WhatConverts was able to get the affiliate details passed by the affiliate URL, which was pushed to a custom webhook we built with rules to assign the conversion to the affiliate in the affiliate software. This helped the agency to have automatic affiliate tracking for all the call leads.”

The solution was a complete success.

By leveraging the conversion tracking power of WhatConverts, Nablasol could clearly see which marketing was working and which was falling short. Doing so allowed them to optimize their marketing spend to target high-performing channels as well as support high-performing affiliate partners.

Additionally, Nablasol’s custom connection made administrative hassles for the affiliate program a thing of the past. Rather than spending multiple hours each month tallying conversions and assigning commissions, everything now happened automatically, freeing up their team’s time and maximizing their ROI.

Results Highlights

  • Improved conversion tracking so they could optimize marketing
  • Automated affiliate crediting to increase organizational efficiency
  • Reduced tracking costs to grow overall ROI

Struggling with marketing attribution? See exactly which channels drive results with WhatConverts. Start your free 14-day trial today!

Read WhatConverts reviews on G2

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Alex Thompson

Alex Thompson is a professional copywriter and content writer with a passion for turning complex ideas into digestible, educational content that keeps readers engaged. He specializes in content marketing, SEO, and B2B marketing.

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