Tune in Marketing Mix Modeling (MMM)
Which Tune partner marketing data Sellforte uses, at what grain, and how to extract it from the platform.
Introduction
Tune is a partner marketing platform where advertisers manage offers, track clicks and conversions from affiliates and other partners, and pay those partners. Sellforte uses Tune data to measure the cost and delivery of partner activity and models it as its own media channel. This article describes what the dataset covers, which fields Sellforte needs and how to extract them.
What this dataset covers
The dataset covers the daily cost, delivery and conversions of the offers you run in your own Tune account, split by partner. Partner activity tracked on another affiliate network belongs to that network's data source, for example Awin in Marketing Mix Modeling (MMM).
Grain and sample
Each row represents one offer per partner per date. Spend and conversions are booked to the date reported by Tune.
| date | offer id | offer name | affiliate id | currency code | cost | clicks | conversions | conversion value |
|---|---|---|---|---|---|---|---|---|
| 2025-03-03 | 301 | Offer A | 5001 | USD | 420.00 | 3 100 | 35 | 2 940.00 |
| 2025-03-03 | 301 | Offer A | 5002 | USD | 180.00 | 1 400 | 15 | 1 260.00 |
| 2025-03-04 | 302 | Offer B | 5001 | USD | 95.00 | 900 | 8 | 640.00 |
Dimensions
| Field | Importance | Rationale |
|---|---|---|
| Date | Must-have | Date of the activity. Sellforte needs the data on a daily level. |
| Affiliate ID | Important | Identifies the partner, so that cost and conversions can be followed by partner. |
| Offer ID | Important | Identifies the offer, so that cost and conversions can be followed by offer. |
| Offer name | Optional | Shows offer details in the Sellforte interface. |
| Goal | Optional | Separates the conversion goals of an offer when an offer has several. |
| Country | Optional | Required if each country is modeled separately. |
| Currency code | Optional | Validates investments. Needed for ROI calculation if several currencies are used. |
Metrics
| Field | Importance | Rationale |
|---|---|---|
| Cost | Must-have | Cost of the partner activity as reported by Tune. Needed for ROI calculation. |
| Conversions | Important | Number of conversions reported by Tune. Used to validate a maximum cap for modeled results. |
| Conversion value | Important | Total sales amount reported by Tune for those conversions. Used to validate a maximum cap for modeled results. |
| Clicks | Important | Number of clicks on partner links. Activity metric. |
| Impressions | Optional | Number of impressions, when the partners deliver impressions. |
How Sellforte receives the data
Tune data is delivered through customer-managed delivery. See Sellforte supported data delivery methods for the available routes.
Customer-managed delivery
Extract the data with the advertiser statistics report of Tune. Request daily rows grouped by offer and affiliate, and add goal and country when you want to deliver them. Request cost, clicks, impressions, conversions and total sales. Add currency code and account name as constant columns. If your account uses several currencies, deliver one row per currency.
Conversions in Tune can be pending, approved or rejected, so the reported cost of a past day can change after the fact. Deliver figures that have settled where possible and keep the definition the same through the whole history.