monetization · 3 min read
What RedTrack's Tracking Data Says About Performance Marketing Right Now
Conversion rates are splitting by market, RevShare is outpacing CPA, and most accounts still track on the pixel alone.
Performance marketing is not moving in one direction. In the same 30-day window, some markets doubled their conversion rates while others lost most of theirs, and the way partners are paid and tracked is changing underneath.
We asked RedTrack, the ad-tracking platform used by performance marketers worldwide, to share aggregated and anonymized data from its tracking engine. All figures below compare the last 30 days with the prior 30 days. Conversion rate (CR) is conversions divided by clicks.
Markets are moving in opposite directions
Conversion rates diverged sharply across major markets: Canada and Great Britain roughly doubled, while the Netherlands and Mexico fell hard.
| Market | CR, last 30 days | CR, prior 30 days | Change |
|---|---|---|---|
| Canada | 1.15% | 0.52% | +121% |
| Great Britain | 1.66% | 0.93% | +78% |
| Brazil | 0.60% | 0.43% | +40% |
| Germany | 1.48% | 1.75% | −15% |
| Netherlands | 1.06% | 1.99% | −47% |
| Mexico | 0.07% | 0.33% | −79% |
Canada is rising sharply. Its conversion rate more than doubled (0.52% to 1.15%), while conversion volume grew 147%, from 183K to 453K. Volume and quality moved together, which points to better-converting traffic, not simply more of it.
Great Britain is rising strongly. CR nearly doubled (0.93% to 1.66%) on a stable traffic base, giving it the highest CR of the markets listed.
The Netherlands is cooling hard. CR nearly halved (1.99% to 1.06%) and conversion volume fell 46%, despite still-decent traffic.
Mexico is cooling sharply. CR fell 79% (0.33% to 0.07%), the steepest drop of any market with meaningful volume.
Other notable moves: Australia conversions grew 139% (121K to 289K), while Puerto Rico conversions fell 73%. The pattern: North America, the UK and ANZ are accelerating, while parts of continental Europe and Latin America are cooling. The lesson is that GEO mix matters more than ever.
Where the money goes
Facebook carries $83.1M of the $105.5M spent across the top five networks in the last 30 days, about 79%.
| Network | Spend (30 days) |
|---|---|
| $83.1M | |
| $13.4M | |
| Taboola | $5.8M |
| Outbrain | $1.6M |
| TikTok | $1.6M |
TikTok matches Outbrain on spend but across 3.5 times as many accounts, with the cheapest clicks of the five: lots of advertisers testing, few scaling yet.
How partners get paid: RevShare is ahead
Among campaigns paying either CPA or RevShare, 73.8% pay RevShare and 26.2% pay CPA, almost three to one. The full split across roughly 2,000 campaigns with real traffic: RevShare 63.0%, CPA 22.3%, CPC 11.6%, other 3.0%.
> "RevShare now outnumbers CPA almost three to one in our data. Partners are betting on long-term customer value, and that only works if your attribution holds up past the first click."
> — Mila, Head of Partnerships, RedTrack
The tracking gap
Only 27.1% of RedTrack accounts with tracking in place use server-side conversion APIs (CAPI). The other 72.9% still rely on the pixel alone.
| Segment (all 2,638 active accounts) | Share of active accounts |
|---|---|
| Pixel only, no CAPI | 43.5% |
| No tracking at all | 40.3% |
| CAPI + pixel | 11.3% |
| CAPI only, no pixel | 4.8% |
| Any CAPI (total) | 16.1% |
Three takeaways for anyone building a first-party tracking setup:
- Server-side is still the minority. Even among accounts that track, fewer than 3 in 10 send conversions server-side.
- Adopters run hybrid. About 70% of CAPI accounts keep the pixel alongside it, the redundant setup most platforms recommend.
- The bigger gap is upstream. 40% of active accounts have neither pixel nor CAPI connected, so for many the first step is any tracking at all.
This is a current snapshot, not a year-over-year comparison.
Methodology
All figures come from RedTrack's campaign-level tracking data, comparing the last 30 days with the prior 30 days. Conversion rate is conversions divided by clicks. The payout split covers about 2,000 campaigns with real traffic in the period. Data is aggregated and anonymized; no individual client is identifiable.
Data provided by RedTrack. Thank you to Mila and the RedTrack team.