> For the complete documentation index, see [llms.txt](https://docs.reachplatform.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.reachplatform.com/technical/platform-setup/affiliate-tracking-via-gtm.md). # Affiliate Tracking via GTM Attribute conversions to affiliate partners using GTM on Reach journeys. Use Google Tag Manager (GTM) to attribute sign-ups, activations, and purchases to affiliate partners. ### Overview Reach supports the technical enablement for tracking on Reach-controlled journeys. Reach does not operate or manage affiliate programs. ### Scope #### In scope for Reach * GTM-based event instrumentation on Reach-controlled journeys * Capture and persistence of affiliate parameters across multi-step flows * Conversion events fired on validated success outcomes * Clean routing of events to brand-owned affiliate and analytics tools #### Out of scope for Reach * Affiliate partner onboarding and relationship management * Commission logic, payouts, or reconciliation * Troubleshooting discrepancies inside third-party affiliate platforms ### Supported journeys Affiliate tracking applies to Reach-owned and Reach-controlled surfaces, such as: * Marketing site entry points * Plan selection * Checkout and purchase * Activation confirmation and success states Reach uses event-based tracking. Events fire on confirmed outcomes, not intermediate clicks or page views. ### Implementation approach #### Central data layer Reach emits tracking events through a consistent GTM data layer. This keeps event naming stable and reduces duplicate conversions. #### Affiliate parameter capture When a customer arrives via an affiliate link, Reach can capture identifiers like: * Partner or affiliate ID * Campaign and placement identifiers * Click or reference IDs provided by the affiliate network Reach persists these values across the journey when possible. This protects attribution during multi-step checkout and activation. #### Conversion events Reach controls where conversion events fire. Typical conversion points include: * Sign-up completion * Payment confirmation * Line activation completion Events fire only when the platform validates success. {% hint style="info" %} If you need a conversion at a different point, define it during onboarding. {% endhint %} #### Partner callback / postback URL (partner-provided) Some affiliate partners require a **callback URL** (often called a postback URL) to receive the conversion event. If your affiliate partner provides the callback URL template. Share it with Reach during onboarding. Reach configures GTM to call it **only** on validated conversion outcomes. ### Data and privacy #### Data Reach can send * Affiliate and campaign identifiers * Conversion type (purchase, activation, sign-up) * Timestamp * Non-PII technical context (device type, journey step) #### Data Reach does not send * Customer name, email, or phone number * Payment details * Any sensitive or regulated personal data {% hint style="warning" %} If your affiliate platform requires PII, align on an alternate approach during onboarding. {% endhint %} ### Responsibilities #### Reach * Provide GTM hooks in supported flows * Maintain event consistency and reduce duplicate firing * Ensure events fire only on validated success outcomes * Implement routing to brand-specified endpoints and tags #### Brand * Choose and manage affiliate platforms and partners * Define attribution model and reporting requirements * Provide required parameters and conversion definitions * Validate reporting and manage payouts with affiliate partners ### Onboarding checklist Share these inputs during onboarding to avoid rework: * Affiliate platform(s) to support * Callback / postback URL template from the affiliate partner * Required parameters to capture and persist * Conversion definitions (what counts as a conversion, and when) * Any constraints from legal/compliance on tracking and consent ### Known limitations * Attribution logic (first-click, last-click, multi-touch) is owned by the affiliate platform. * Reach guarantees event quality, not third-party attribution results. * Some affiliate parameters can be lost if they are not present at entry. {% hint style="info" %} Questions or clarification? Reach out to your respective account manager or email at for help and support. {% endhint %} --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://docs.reachplatform.com/technical/platform-setup/affiliate-tracking-via-gtm.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. 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