1. Influencer Specifics: B2B vs. B2C
Influencers are opinion leaders on platforms like Instagram, TikTok, or YouTube with loyal audiences in both B2C (lifestyle, fashion) and B2B (expert blogs, tech) segments. Unlike traditional affiliates, they rarely work solely for a percentage of sales and often require a hybrid model (fixed fee + commission).
Tracking & Payout Differences
It is important to understand that influencers rarely work on a pure "pay-per-conversion" basis. Because they provide high-value content and brand exposure, they often require a hybrid reward model (fixed fee + commission).
The technical tracking also differs based on how the audience interacts with the creator:
Feature | Referral Program | Affiliate Program | Influencer Program |
Tracking Method | Tracking link (Cookie-based). | Tracking link (Cookie-based). | Tracking links AND Custom Coupons. |
Why the difference? | Focus is on direct customer-to-friend invites. | Focus is on web traffic and link clicks. | Focus on social media where links aren't always clickable (e.g., Stories). |
Attribution Rule | Last Click / Cookie. | Last Cookie Counts. | Last Cookie Counts (Note: Cookies take priority over coupons). |
Standard Payout | Two-sided rewards (e.g., credit/discount). | Percentage or Fixed Commission. | Hybrid: Fixed flat fee for the post + commission for sales. |
Why Coupons are Essential for Influencers
Coupons are the preferred method for influencers because they allow for tracking even when a direct link click is impossible, such as in a YouTube video mention, a podcast, or an Instagram Story. They provide a seamless way to attribute sales to a specific creator through a unique code
2. Program Setup
2.1 Inviting Influencers (Onboarding)
In Tapfiliate, all partners—including influencers and referral customers—are registered and managed under the general term "Affiliates". We use this term for everyone in the system to keep management consistent and avoid confusion. You can onboard your influencers using three main methods:
1. Automated: Shareable Sign-Up Link
How it works: You share a unique sign-up link (found in your Affiliates Overview). Influencers click the link, fill out the form, and their accounts are created instantly.
Best For: Scaling and Passive Recruitment. This is the most efficient method for rapid growth, allowing influencers to self-enroll.
2. Manual: Add via Form
How it works: You go to your Affiliates Overview → New Affiliate → Add via Form and manually enter the influencer's details. The system automatically sends a welcome email.
Best For: High-Value, Contracted Partnerships. Ideal for ensuring top-tier influencers are set up accurately with custom details before their campaign begins.
3. Bulk: Import via .CSV File
How it works: You go to your Affiliates Overview → New Affiliate → Import affiliates via .CSV file and upload a spreadsheet containing multiple names and emails.
Best For: Mass Outreach Campaigns. Ideal for quickly enrolling a large, pre-compiled list of influencers or migrating partners from a previous system.
Tip: For step-by-step instructions on locating the shareable link or performing the manual and bulk imports, please refer to the Tapfiliate support article: How to Invite Affiliates to a program.
2.2 Commission Structure: How to set FIX + %
To build a high-performance program, you can combine reward types to create a hybrid structure that motivates affiliates at every stage of the funnel. Before diving into hybrid setups, please refer to our dedicated guides on How to Pick and Set up Commissions, Setting up Extra Commissions, and How to Apply Performance Bonuses to Affiliates to establish your baseline settings.
The most effective way to combine Fixed (FIX) + Percentage (%) rewards is by using these three core features:
Standard Commissions (%): Use Affiliate Groups to set your baseline percentage. For example, you can create a "VIP Influencers" group with a 10% commission that applies automatically to every sale they drive.
Fixed Performance Bonuses (FIX): Use the Bonuses section to add a flat-fee "kicker" once a performance goal is met.
Example: Set a goal where generating $1,000 in a month earns a fixed $50 bonus.
Note: Bonuses are not cumulative; affiliates receive only the reward for the highest reached tier within that period.
Extra Commissions: Use this to override group rules for specific partners. This is perfect for high-profile influencers where you might want to offer a fixed $20 per lead on top of their group's percentage for a limited time.
A Practical Example: "The Influencer Hybrid Pro"
Here is how a company can combine these features to maximize creator motivation:
The Base (%): An influencer is in the "VIP Group" and earns 10% per sale.
The Goal (FIX): You set a monthly Bonus where hitting $1,000 in sales awards a flat $50.
The Result: If the influencer drives $1,000 in sales, they earn $100 (10% commission) + $50 (fixed bonus) for a total payout of $150.
3. Setting Up Coupon Tracking in Tapfiliate: The Core of Influencer Attribution
Since social content (like Instagram stories or podcasts) often makes direct link clicks difficult, unique coupon codes are the most reliable method for attributing sales to an influencer.
The Tapfiliate Coupon Setup Process
Create the Coupon in Your eCommerce Platform: You must first generate a unique coupon code (e.g., SARAH15 or TRAVELER10) inside your own shop's system (Shopify, WooCommerce, etc.). Tapfiliate only tracks the code, it doesn't create it.
Assign the Coupon in Tapfiliate: In your Tapfiliate dashboard, navigate to the influencer's profile and assign that specific unique code to them. This links the code directly to their affiliate ID.
Ensure Integration: Your e-commerce system must communicate the used coupon code back to Tapfiliate upon purchase. This is often handled automatically with native integrations (like Shopify) or can be configured via Tapfiliate's API or connector tools (like Zapier/Make).
NOTE: For more detailed information on setting up and managing coupon tracking, check the article: Tracking via coupon codes.
The Crucial Attribution Rule: Cookie vs. Coupon
It is vital to understand the default tracking hierarchy to prevent commission disputes:
Cookie/Link Click (Default Priority): When a customer clicks an influencer's link, a tracking cookie is placed in their browser. By default, this cookie is given priority.
Coupon Code (Secondary Priority): This is used only if no active cookie is present.
Important Scenario: A customer clicks Affiliate A's tracking link (cookie set). A week later, they see a post from Affiliate B and use Affiliate B's custom coupon code to make a purchase. Tapfiliate's default system will typically reward Affiliate A because the active cookie from the first click is considered the original source of traffic, overriding the coupon used later.
Refined Monitoring Coupon Results
Currently, all transactions driven by promo codes are logged within the Conversions section of your dashboard. While a dedicated "Coupon Report" and specific filters for coupons in the Reporting and Conversions sections are not yet available, they are coming soon.
At this time, you can monitor coupon attribution through the following methods:
Conversion Logs: Every transaction driven by a promo code is recorded, allowing you to track revenue even when a customer does not click a referral link. This ensures that social media creators receive fair attribution for their offline or direct-to-site promotions (e.g., Instagram Stories or Podcasts).
The Attribution Rule (Cookie vs. Coupon): It is vital to remember the default hierarchy: Cookie/Link clicks have priority. If a customer has an active cookie from Affiliate A but uses a coupon from Affiliate B, the system will reward Affiliate A, as the initial click is considered the primary source.
Affiliate Section Filters: You can currently filter your affiliate list by Coupon to see which partners are assigned specific codes.
Coming Soon: Dedicated coupon filtering for the Reporting and Conversions sections, as well as the Affiliate Portal, is under development.
4. Successful Program Examples & Final Tips
🌟 Successful Influencer Program Examples
Sephora/Ulta (Beauty Retailers): These programs perfectly blend affiliate and influencer tactics. They heavily utilize YouTube and TikTok creators for sponsored makeup tutorials and 'haul' videos. Attribution is managed by providing the creators with both a unique affiliate link and a branded, memorable vanity code (e.g., "MANDY10") to track conversions from different content types.
Daniel Wellington (Watch Brand): Mastered the use of Instagram influencers in the early days. They provided free watches and a unique discount code, leading to an explosion in brand visibility and sales driven almost entirely by aspirational, user-generated content.
💡 Tapfiliate Best Practices for Influencer Management
Use Custom Subdomains: Project professionalism and build trust by using a custom tracking domain (e.g., offers.yourbrand.com) instead of the default Tapfiliate URL.
Provide High-Quality Assets: Supply influencers with approved brand logos, high-resolution product photos, and talking points in their partner dashboard to ensure brand consistency and reduce their creative workload.
Create Memorable Coupon Codes: Use short, simple, and easy-to-remember codes associated with the influencer's name (e.g., SARAH20) as this makes them easier for followers to use during checkout.
FAQ
❓What is Tapfiliate's rule for affiliate attribution?
Tapfiliate's system adheres to the "Last Cookie Counts" rule. This means that if a customer clicks multiple affiliate links before purchasing, the commission is always credited to the last affiliate link clicked before the conversion.
❓Why do I need to worry about the "Cookie vs. Coupon" conflict?
The conflict arises when a user is attributed by a link click (cookie) but then uses a coupon code assigned to a different influencer. Since you cannot change the core last-cookie model, you must clearly communicate to your influencers that the last affiliate link clicked will typically override the coupon if a cookie is active.
❓Where can influencers find and copy their unique personal coupon code?
Influencers find their coupon code in their Tapfiliate partner dashboard by navigating to Programs → View (for the active program) → Referral link & Assets. The code is displayed in the Personal coupon code section, with a Copy code button for easy use.
❓How can I set different commission rates for different influencers?
Yes, you can easily control and customize commission rates for different influencers and partners using two main Tapfiliate features:
Affiliate Groups: This is the best method for scaling. You can create different Groups (e.g., "Tier 1 Influencers," "New Bloggers," "VIP Partners") and assign a unique commission structure to each group. When you add a partner to a group, the rules apply automatically.
Extra Commissions: For specific, one-off deals with a single partner (e.g., a short-term bonus for a high-profile influencer), you can set Extra Commissions on that individual's account. This allows their standard group rate to be overridden with a higher rate for a specified period or goal.
❓How do I start using automated payouts?
Currently, you have two primary options for automation:
Trolley Integration: Available for customers on the Scale plan or higher, this involves setting up and linking a Trolley account via API keys for robust payment processing.
REST API: If you have developer resources, you can use the Tapfiliate REST API to build a custom integration with any third-party payment provider.
TapfiliatePay: Tapfiliate's internal, seamless payment solution is coming soon!
Still need help?
If you have any questions or if something in this guide is unclear, please don't hesitate to contact us at support@tapfiliate.com-we're happy to assist!
Next Steps
Configure Your Tracking: Ensure your coupon tracking is correctly set up between your eCommerce platform and Tapfiliate. Test a sample purchase using both a link and a coupon.
Finalize Your Payout System: If you are on the Scale/Enterprise plan,link your Trolley account for automated payments.
Create Custom Assets: Gather high-quality images and talking points and upload them to the Tapfiliate asset section so new influencers have professional, ready-to-use content on Day 1.