Affiliatly updated its affiliate tracking platform on November 12, 2024, to include a suite of GDPR-focused features. These tools provide merchants control over the personal data processed within their partner programs.
The update introduces three core functionalities: a manual deletion tool for client data, an opt-out mechanism for persistent tracking prevention, and direct editing capabilities for order-related information. Tracking providers now provide transparent data management to remain viable in the European market.
Data Erasure for Compliance
The "Delete referred clients data" tool allows account administrators to purge specific records from their entire database. Merchants trigger a comprehensive sweep by entering a customer’s IP address or email. This process removes the primary identifier alongside all associated order records and log entries.
This feature addresses the GDPR’s "Right to Erasure." This regulation requires businesses to delete personal data upon request without undue delay. Affiliate managers often struggle with this requirement when data resides in third-party tracking software.
Targeted Tracking Prevention
Beyond reactive data deletion, Affiliatly implemented an "Opt-out/withdraw consent" section. This tool enables merchants to prevent future tracking for specific users by blacklisting their IP addresses or emails.
The platform also supports a public-facing opt-out page. Merchants can link this page from their privacy policies to allow end-users to manage tracking preferences. Affiliatly notes a technical limitation regarding this process. If a client’s IP address changes due to mobile networks or dynamic ISP routing, the IP-based blocking loses effectiveness.
Order Level Data Management
The third part of the update focuses on data accuracy. Merchants using integration methods that store customer information can now modify or delete that data through the order details panel. This ensures the affiliate record remains synchronized with the merchant’s primary CRM or e-commerce database if a customer updates their profile.
Privacy regulations are tightening globally. Features once considered optional are now baseline requirements for affiliate software. Affiliatly’s update shows how mid-market tracking solutions are maturing to handle performance marketing and legal compliance.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
