Quick Answer
Voucher attribution is how Awin assigns commission based on the discount code used at checkout, rather than only on the last link clicked. You use it to make sure the partner who genuinely promoted a code gets credited — and to stop unrelated sites from claiming sales just because a shopper happened to grab a code elsewhere.
What it is
Picture a shopper with a full basket who, at the last second, opens a new tab and searches for a discount code. They find one, paste it in, and buy. Who deserves the commission — the blog that first recommended your product a week ago, or the code site they grabbed the voucher from at checkout? Voucher attribution is the rulebook Awin uses to answer that question.
In practice, you can tie a specific code to a specific partner. When that code is entered at checkout, Awin can credit (or share credit with) the partner the code belongs to, even adjusting the commission for codes that aren't meant to be promoted widely. It turns the discount code itself into a tracking signal, layered on top of the normal last-click cookie.
Why it matters
Codes are powerful but messy. A "loyal customer" code meant for your email list can leak onto public deal sites within hours, and suddenly you're paying commission to a partner who added nothing to the sale. Voucher attribution gives you control: you decide which partner owns which code and how sales using unassigned or leaked codes are treated.
It also keeps your best partners happy. Content creators who do the hard work of building demand resent losing the sale to a last-second code site. When attribution rules are fair and transparent, partners trust your programme, promote it harder, and you avoid the constant disputes that drag down programme management.
How it works
- Create your codes with intent. Decide which codes are public, which are partner-exclusive, and which are private (e.g. for email or retention) before you hand any out.
- Assign codes to partners in Awin. Link each promotable code to the partner who should be credited when it's used.
- Pass the code into tracking. Make sure the voucher code entered at checkout is captured by your conversion tag so Awin can see which code drove the sale.
- Set the attribution rules. Decide how credit is handled — for example, crediting the code owner, or reducing commission when an unassigned code is used.
- Handle leaked and unknown codes. Configure what happens when a private code appears on a public site, so leaks don't quietly cost you.
- Review and adjust. Watch which codes get used where, and reassign or retire codes that aren't behaving as intended.
Common mistakes
- Not passing the code into tracking. If your conversion tag doesn't capture the entered code, Awin can't attribute by voucher at all — this is the number-one setup failure.
- Letting private codes leak unmanaged. A retention code on a public deal site, with no rule in place, means you pay full commission on discounts you never meant to syndicate.
- One generic code for everyone. A single shared code makes fair attribution impossible. Use distinct codes when you want to credit distinct partners.
- Ignoring the partner conversation. Changing attribution rules silently breeds distrust. Communicate the rules so partners know what to expect.
Reporting tips
Use voucher-level reporting to see which codes are actually being redeemed and by whom. A code assigned to one partner but showing heavy use across unrelated traffic is a red flag for leakage. Cross-reference the partner driving voucher sales against the partner you assigned the code to — mismatches are where money quietly drains.
Also compare average order value and new-versus-returning customer mix on voucher sales. If voucher traffic is mostly existing customers who'd have bought anyway, the code may be eroding margin rather than winning incremental sales, which is a signal to tighten the rules or the discount.
When to use voucher attribution — and when not to
| Use it when… | Think twice when… |
|---|
| You work with voucher and code-led partners. | You run almost no discount codes at all. |
| You issue partner-exclusive or private codes. | You only ever use a single public sitewide code. |
| You want to protect content partners from code-site poaching. | Your checkout can't pass the entered code into tracking. |
| Code leakage is costing you commission. | You can't commit to maintaining code assignments. |
Related guides
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Frequently asked questions
What happens if a shopper uses a code that isn't assigned to any partner?
That's yours to define in the attribution rules — common approaches include crediting on normal last-click logic, reducing the commission, or flagging the transaction for review. The key is deciding deliberately rather than leaving it to default.
How do I stop private codes from leaking onto deal sites?
You can't fully prevent leaks, but you can neutralise their cost: assign or restrict private codes in Awin and set rules so sales using them aren't paid out as standard commission. Pair that with monitoring so you spot leaks quickly.
Does voucher attribution replace cookie tracking?
No, it works alongside it. Cookie/last-click tracking still handles the majority of sales; voucher attribution is an extra layer that corrects crediting specifically when a discount code is involved.
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