Affiliat tarmog’i va trafigi

1) Hamkorlikning roli va modeli

Affiliates: vebmasterlar, media-baerlar, kontent-saytlar, inflyuenserlar, ilovalar, agregatorlar.
Tarmoq menejeri (platforma): qoidalar, kreativlar, treking, PRM, to’lovlar.

• CPA - tasdiqlangan harakat uchun to’lov (ro’yxatdan o’tkazish/depozit/sotib olish).
• CPL - lid uchun to’lov (shakl/talabnoma).
• RevShare - marja/tushumning% (koʻpincha uzun dumi).
• Hybrid — CPA + RevShare; ba’zan minimal kafolatlar bilan.
• Finparametrlar: xold/validatsiya oynasi, clawback (frod/refandada qaytarish), caps (kundalik/haftalik limitlar), to’lov tirlari.

2) Treking va atributlar arxitekturasi

2. 1 Hodisa modeli

Asosiy qadamlar:’click → visit → signup → qualify → target_action (e. g., FT, purchase) → retention events`.

json
{
"event_id": "uuid",
"occurred_at_utc": "2025-10-31T12:45:10Z",
"type": "affiliate.target_action.v1",
"affiliate_id": "aff_001",
"campaign_id": "cmp_42",
"click_id": "c_abc123",
"user_pseudo_id": "u_... (hashed)",
"amount": 49.90,
"currency": "EUR",
"status": "qualified",
"signature": "base64/Ed25519",
"version": 1
}

2. 2 Atributiya

Oyna: 7-30 kun (yoki agar ruxsat etilsa, view-through bo’yicha 24-72 soat).
Model: last-click ko’pincha; katta tarmoqlar uchun data-drivenga ruxsat etiladi.
Kanallarning ustuvorligi: pullik/brend/organika - ustuvorlik matritsasi bilan belgilash.
Deduplikatsiya:’event _ id ’/’ click _ id’+ seans izi, server xonasi (S2S).

2. 3 S2S postbeki va c2s-hodisalar

S2S postbek: maqsadli harakatni qayd etish uchun server-k-server (ishonchlilik, maxfiylik).
c2s-oqim: mijoz voqealari → sizning orqa tomoningiz → normallashuv → sherik postback (imzolangan).
Idempotentlik: idempotentlik kaliti =’affiliate _ id + click_id + action_type'.

POST https://aff.example/postback
Headers:
X-Signature: ed25519:...
X-Timestamp: 1730388405
Body:
click_id=c_abc123&status=qualified&amount=49.90&currency=EUR&event_id=uuid

3) Antifrod va sifat nazorati

Vektorlar: botlar, incentivized/sifatsiz trafik, cookie stuffing, referer almashtirish, proksi/emulyatorlar, ro’yxatdan o’tish «fermalari».

• Signatura va obro’si: device signals, ASN/proksi-listlar, velocity-chek, xulq-atvor metrikasi (dwell time, scroll, focus).
• Quality score (q-score): композит `q = w1cohort_retention + w2FT_rate + w3refund_rate^-1 + w4fraud_signals^-1`.
• Limitlar va kaplar: verifikatsiyadan o’tishiga qarab «tezlashtirish»; portlashlarda avtomatik ravishda kuchaytirish.
• Kechiktirilgan malaka (cool-off): N kunlik faollikdan keyin/chargebacksiz CPAni tasdiqlash.
• Honey-tokens: parserlar va klik-botlarni aniqlash uchun lendinglarda/SDKda «tuzoqlar».
• Rozilik va maxfiylik: cookie-bannerlar/CMPl, 3rd-party cookie’siz rejim → S2S urg’u.

4) Kreativlar, lendinglar va UX

Kreativlar katalogi: versiyalar/lokalizatsiya, brend qoidalari, UTM parametrlari, deeplink shablonlari.
Lendinglar: fast TTV (oddiy shakl, ijtimoiy login), A/B testlari, geo/qurilma kontenti.
Siyosatchilar: taqiqlangan vertikal/so’zlar, yosh cheklovlari to’g "risidagi izohlar, chalg’ituvchi kreativlar uchun javobgarlik.
Tezlik: LCP <2. 5s; p95 lending tayminglari - affiliatning SLO qismi.

5) PRM-jarayonlar (Partner Relationship Management)

5. 1 Onbording

So’rovnoma, KTS/sanksiyalar, trafik manbalari, domenlar/ilovalarni tasdiqlash.
Bitimlar: MSA/IO, kontent siyosati, DPA (agar PD mavjud bo’lsa), atributsiya qoidalari.
Texnik start: API kalitlari, qum qutisi, postbeklarning test-keyslari.

5. 2 Operatsiyalar

QBR/MBR (review), maqsadlar va kaplar, ijodiy kutubxona, sapport biletlari.
Kampaniyalardagi o’zgarishlar: versiyalar, kanar uchirish, freeze-davrlar katta relizlarda.
Sanksiyalar/blokirovka: frod chegarasi → avto-pause, tergov, hisobotlar.

5. 3 Chiqish/o’zgartirishlar kiritish

Kalitlarni rotatsiya qilish/tokenlarni chaqirib olish, kampaniyalarni yopish, hisobotlarni tushirish, yakuniy hisob-kitoblar.

6) Metrika va tahlillar

• CR (visit→signup, signup→action)
• ARPU/LTV affiliat/kampaniya kogortalari/geo eCPA/eCPL/eROAS
• FT rate / Repeat rate / Retention w4/w8
• Refund/Chargeback rate, Clawback%
• q-score manbai bo’yicha, sifat «issiqlik xaritalari»

utm_source=aff_network&utm_medium=cpa&utm_campaign=cmp_42&utm_content=ban_01&utm_term=kw aff_id=aff_001&click_id=c_abc123&geo=TR&lang=tr

sql
SELECT cohort_week,
aff_id,
COUNT(DISTINCT user_id) AS users,
SUM(first_deposit_amount) AS gmv,
SUM(margin) AS net_rev,
SUM(payout) AS payout,
SUM(margin) - SUM(payout) AS contrib
FROM fact_users
GROUP BY 1,2;

7) Hisob-kitoblar, reconciliation va to’lovlar

7. 1 Hisob-kitob qilish qoidalari

To’lov bazasi: net-basis (komissiya/soliq/bonuslardan keyin) yoki gross - aniq ko’rsatilsin.
Oynalar: T + N (kunlar/haftalar), valyutalar, konvertatsiya kursi, invoice/credit note.
Clawback: oyna ichidagi frod/chardjbeklarda hisobdan chiqarish.

7. 2 Reconciliation

Ikki tomonlama hisobotlar (sizning faktingiz vs affiliatning hisoboti), ε cheklovlari,’event _ id’bo’yicha dedup.
Farqlarni yopish SLA (masalan, 5 ish kunidan ≤), sharhlar jurnali.

sql
SELECT a.event_id
FROM partner_report a
LEFT JOIN internal_events b ON a.event_id = b.event_id
WHERE a.date BETWEEN:from AND:to
AND b.event_id IS NULL;

8) Kod sifatida siyosatlar (gate’s)

rego package affiliate.policies

deny["Weak signature"] {
input.webhook.signature.alg not in {"HMAC-SHA256","Ed25519"}
}

deny["No attribution window"] {
not input.campaign.attribution.window_days
}

deny["Fraud spike"] {
input.metrics.fraud_rate > 0.7 input.metrics.signup_to_action_cr < 0.05
}

deny["PII in logs"] {
some f f:= input.logs[_]
contains(f, "ssn") # пример
}

9) Komplayens va maxfiylik

Shaffoflik: reklama materiallari uchun disclosure, yoshga oid cheklovlar, mahalliy reklama normalari.
Maxfiylik: sheriklarga ma’lumotlarni minimallashtirish (taxalluslar, agregatlar), olib tashlash huquqi, TTL.
Qonuniy viloyatlar: geo-targeting, cheklangan hududlardan trafikni taqiqlash, ruxsat etilgan joylarda saqlash.
Qarshi majburlash: «zaharli» intsentivlarni (chalg’ituvchi) taqiqlash.
Kirish jurnallari: kim qanday ma’lumotlarni, audit hisobotlarini ko’rgan.

10) Namunalar va misollar

10. 1 Affiliat pasporti (YAML)

yaml affiliate_id: "aff_001"
name: "Acme Media"
regions: ["EU","TR","LATAM"]
traffic_sources: ["SEO","Content","Push"]
contracts:
model: "Hybrid"
cpa: 60 revshare: "20% of net"
hold_days: 14 attribution:
window_days: 30 priority_matrix: ["affiliate>paid>brand>organic"]
tech:
postback_url: "https://acme.example/postback"
signature: "Ed25519"
test_click_id: "TEST123"
policies:
caps: { daily: 200, weekly: 1000 }
banned_keywords: ["free money", "no risk"]
quality:
min_q_score: 0.6 cool_off_days: 7 status: "active"
owner: "aff-team-emea"

10. 2 Postbek validatori (psevdokod)

python def verify_postback(req, key):
ts = int(req.h["X-Timestamp"])
if abs(now()-ts) > 300: return 401 if not ed25519_ok(req.body, req.h["X-Signature"], key): return 401 if seen(req.form["event_id"]): return 200 save_event(req.form); mark_seen(req.form["event_id"]); return 200

10. 3 Formula q-score (misol)

python q = 0.35retention_w4 + 0.25ft_rate + 0.2(1-refund_rate) + 0.2(1-fraud_score)

10. 4. Dekuplikatsiya qoidalari

dedupe_key = SHA256(affiliate_id    click_id    action_type    user_pseudo_id    date)

11) Anti-patternlar

Faqat atributni yoʻqotmasdan cookie-treking S2S.
«Ko’zi ojizlar» CPA sifat nazoratisiz/retention → budjetning ishdan chiqishi.
hold/cool-off yo’qligi → oshirilgan to’lovlar va nizolar.
Hisob-kitoblarda gross/net aralashmasi → abadiy tafovutlar.
Yagona o’ta katta affiliat → konsentratsion xavf.
Frod → ommaviy hisobdan chiqarishda avto-limitlar mavjud emas.
PII log/vebxuklarda → maxfiylik xavfi va jarimalar.

12) Arxitektorning chek-varaqasi

1. To’lov modeli, hisob-kitob bazasi va oynalar (hold, clawback) qayd etilganmi?
2. Imzo va idempotentlik bilan S2S treking amalga oshirilganmi?
3. Atributiya oynalari va kanallarning ustuvorligi aniqlanganmi?
4. Antifrod signallari va q-score o’rnatilgan, kaplar va avto-pause ishlaydimi?
5. PRM-jarayonlar: onbording/KUS, kreativlar, qum qutisi, postbeklarning test-keyslari?
6. Dashbordlar: CR, eCPA, LTV, retention, refund/clawback, q-score?
7. Reconciliation: ikki tomonlama hisobotlar, ε-ruxsat berish, SLAni yopish?
8. Siyosatlar CI/CD/PRM kodi kabi (imzolar, oynalar, bann varaqasi)?
9. Maxfiylik: minimal PD, taxalluslar, TTL, olib tashlash huquqi?
10. Noxush hodisalar rejasi: frod-spike, postbacklarning ishlamay qolishi, hisobotlarning tarqalishi?

Xulosa

Kuchli affiliatlik tarmog’i - bu nafaqat marketing, balki muhandislik tizimi. Agar atributiya server va shaffof bo’lsa, trafikning sifati o’lchanadi va boshqariladi, PRM-jarayonlar standartlashtiriladi va hisob-kitoblar dalillar bazasi va «policy as code» bilan tasdiqlanadi, kanal oldindan aytib bo’ladigan darajada ko’payadi: eCPA barqaror, LTV o’sadi, nizolar kamdan-kam uchraydi va sheriklar sizning trafigingizga sarmoya kiritishga tayyor.