Everflow is a partner marketing platform with a difference. It has a focus on tracking performance of all types of partnership, from affiliate through influencer and in-app to media buying channels. But what does it really do in practice? We drilled down into its blogs, news and website to find out more about the self-described ‘smarter partner marketing and tracking platform’.
A relatively young company, but growing rapidly
Everflow was founded in 2016, and is headquartered in Mountain View in California, with offices in Montreal and London. The team is still relatively small, as you would expect from such a young company—just 57 employees on LinkedIn. However, the company recruited 17 new team members in 2021. It was named one of the top ten affiliate marketing platforms by entrepreneur.com as far back as 2017, and its customers now operate in 71 different countries.
Did we say rapid growth?
In 2021, staff went to nine conferences, and hosted 21 ‘fireside chats’ and seven webinars. Everflow’s Customer Success team were involved in 17,387 chats with clients. The company also released three platform updates, including at least 60 new features and integrations. During the year, customers made more than $4 billion in gross sales.4
Simple and extremely effective premise
Everflow’s ‘elevator pitch’ is simple. It asks first if you know how your marketing drives results. It then offers the option to “track every channel, consolidate your reporting and amplify your performance”. However, this simplicity hides a highly sophisticated approach. Entrepreneur.com noted that Everflow has some of the most advanced campaign management and tracking solutions available in the partner marketing field.5
Six main tools for tracking purposes
Everflow’s tracking uses six main options. Direct linking tracks users when they reach your website. Impression tracking allows you to track each view and view-through attribution. QR codes mean that you can track offline-to-online sources and partners. Coupon codes means that you can reward influencers each time their codes are used. You can also auto-generate tracking code URLs for influencers to promote. Finally, SKAN attribution allows you to track performance from mobile.
These six areas cover a wide range of marketing activity
Everflow has cleverly ensured that its six main areas allow its customers to track a huge range of channels and activities. For example, the COVID-19 pandemic has highlighted the importance of linking digital and offline worlds—and the use of QR codes supports this. The SKAN tracking recognises how many people interact with marketing activity via mobile phones first. The use of coupon codes supports influencer marketing, a small but growing area of interest for many companies. Tracking codes are easy for influencers to use, and you can also prevent coupon misuse with click-to-conversion time reports.
An integrated solution for Facebook campaigns4
In March 2021, Everflow released a Facebook Conversions API Integration. This connects campaigns in Everflow to the Facebook Conversions API. In simple terms, this means that customers can track their Facebook campaigns in a way that goes far beyond Facebook’s standard advertising campaign management tools. It supports faster page loading, cookie-less tracking and other performance benefits. The cookie-less tracking is particularly important now that so many people are choosing to turn these off because of privacy concerns.
Integration with TikTok
Everflow’s integration with TikTok means that customers or their partners can optimise campaigns inside TikTok Ads Manager. The approach, which launched in November 2021 in beta form, means that Everflow can push conversion data into TikTok’s Ads Manager program using TikTok’s own API. It is possible to configure a Partner Postback to receive the TikTok information. Detailed information on the Everflow site provides a step-by-step instruction manual for users.
Streamlining partner marketing management
Everflow’s reflections on its updates and progress in 20214 suggest that the company was focused on streamlining the process of partner marketing management. For example, back in March 2021, updates were made to notification settings that allowed those managing Partner or Advertising accounts to choose their notifications. This meant that they could receive updates only for the accounts they themselves managed. There were also major eCommerce updates in June, all designed to streamline the process and make account managers’ lives easier.