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Variance Report For Partners

UNDERSTANDING THE BASICS

Variance Report For Partners

The Variance Report helps affiliates track performance changes over time, comparing metrics like conversions and revenue across different periods to optimize campaign strategy.

Overview

The Variance Report is a powerful tool that helps you analyze changes in your affiliate marketing performance over time.

By comparing metrics between two distinct time periods, you can identify trends, spot anomalies, and make data-driven decisions to optimize your promotional efforts.

In this guide, we'll show you how to set up and interpret the Variance Report to improve your affiliate marketing strategy.

Why Use It?

Track Performance Changes: See how your numbers change between time periods
Analyze Campaign Data: Examine changes by Offer or other factors
Identify Trends: Spot which offers are improving or declining
Make Smart Decisions: Use real data to focus on your most profitable campaigns

Accessing The Report

Find and open the Variance Report in your Everflow dashboard:

Navigate to the Analytics section

Select Variance from the reporting options

Setting Up Your Report

Configure the date ranges and data points for your Variance Report:

Select the Previous Period and Current Period date ranges for comparison

Choose the Parent data point for comparison (e.g., Offer)

Optionally, select a Child data point for further breakdown

Apply any additional filters as needed

Click Run Report

Interpreting The Results

Analyze the data presented in the different sections of the Variance Report:

Summary Card:

Provides an overview of key metrics like impressions, clicks, and conversions
Shows current period performance at a glance, compared to the previous period

Performance Graph:

Visualizes your data as a chart
Compares the current period against the previous period
Can be filtered to show specific metrics

Detailed Report:

Breaks down the data by offer or other selected parameters
Shows the Previous period, Current period, and Variance for each metric
Variance is represented as a green (positive) or red (negative) number
Indicates the percentage difference between the two periods

The Detailed Report has a 5,000-row display limit. The report will not display any rows if this limit is exceeded.

A Real-Life Example for Partners

Imagine you're an affiliate promoting several fitness products. Here's how you might use the Variance Report to analyze your performance:

Set up the report:

Select the past 7 days as the Previous Period and the last 7 days as the Current Period

Choose "Offer" as the Parent data point

Analyze the Summary Card:

Check if key metrics like conversions, revenue, and CTR have increased or decreased

Note that your overall clicks increased by +29.2% and revenue by +240%

Review the Performance Graph:

Observe revenue trends over the time periods

Identify spikes in performance at specific times of day

Examine the Detailed Report:

Notice that "Marvel Figures (Redirect/525)" shows a +78.57% increase in impressions

See that "Jedi Fallen Order - EA Play (Postback)" shows a +56.67% improvement in CTR

Identify that "Pragmatic Play (Smartlink)" has a +25% increase in conversions

Take action:

Allocate more promotional effort to offers showing positive variances

Reconsider or adjust your approach for underperforming offers

Investigate the causes behind significant changes in performance

By regularly using the Variance Report to compare performance across time periods, you can focus your efforts on the most profitable offers and make data-driven decisions to improve your earnings.

Advanced Features

Table Columns: Customize which metrics are displayed in your report by using the Table Columns feature
Copy Link to Report: Share the report with team members or bookmark it for quick access
Custom Reporting Metrics: This feature works with the Variance Report, allowing you to compare metrics that matter most to your affiliate business

Note The selected interval now compares a previous period up to the same time of day, rather than ending at midnight. For example, if you run the report at 9:30 AM, it will compare today's data up to 9:30 AM with yesterday's data up to 9:30 AM.

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