Adtraction Guide for Publishers (2026)

Adtraction is a Swedish affiliate network that operates across the Nordics and much of Europe. It covers more countries than Partner-Ads, has a larger set of link tools, and a payment process that is worth understanding before you wonder where your money is. This guide is based on Adtraction's own help centre, partner agreement and blog, as published in September 2026.

Adtraction in brief

• Founded: 2007 in Stockholm, Sweden, where it is still headquartered.
• Footprint: Adtraction says it has local offices in 12 European countries, including Denmark, Norway and Finland.
• Scale: its partner page describes over 7,000 partners working with more than 2,000 brands.
• Listed: on Nasdaq First North Growth Market since December 2021.
• Denmark: Adtraction bought the Danish network Digital Advisor in 2021 and Adservice in 2023, and in 2024 moved Adservice onto the same platform.

Adtraction calls publishers "partners" and advertisers "brands". It works with content sites, comparison sites, influencers, apps, loyalty platforms and portals.

Two approvals: your channel, then each brand

Adtraction has a two-step approval that confuses new partners, because the second step is not done by Adtraction.

1. Register a free account and add a channel. A channel is your website, blog, social account or app. You add it in your account settings.
2. Adtraction reviews the channel. Adtraction says it manually reviews every channel against its requirements.
3. Apply to brands. Once the channel is approved, go to the brands section, filter by market or category, open a brand, choose which channel you want to promote it with and click Apply to promote. You accept the partner agreement as part of applying.
4. The brand decides. The application goes directly to the brand. Adtraction's help centre is explicit that Adtraction does not review or approve these applications. You get an email when the brand has decided.

Links: tracking links, deeplinks, cleanlinks and EPI

Adtraction gives you several ways to create links. You can generate them in the platform, in the mobile app or with the browser extension. A tracking link can point to the brand's homepage or directly to a product or category page; Adtraction calls the latter a deeplink. The quickest way to make one is to paste the product URL into the tool at the top of the dashboard.

EPI is the one most publishers underuse. If you tag each link with the page and the placement (for example review-top versus comparison-table), you can see which parts of a page actually sell instead of guessing. EPI also works with cleanlinks.

Product feeds

Adtraction's product feeds are delivered as XML. To find them, open Products in the main menu and choose Feeds; you will see every brand that offers one. You can only get the feed URL for a brand where your status is Approved: open the menu next to the brand name and choose Copy feed url.

• Update frequency: feeds are typically updated once a day, but some brands update more often and some less. The Last updated column shows when Adtraction last refreshed each feed.
• API: developers can fetch feeds through Adtraction API v3. The product feed endpoints in API v2 are deprecated.
• Product browser: under Tools there is a product browser that searches across all brands' feeds, useful for finding which shops stock a product and comparing their prices.

The fields available in Adtraction's product data include the product name, price and previous price, currency, product URL, image URL, EAN, SKU, stock status, manufacturer, category, description, shipping and market. Not every brand fills in every field, so check a feed before you build a layout that depends on, say, oldPrice or shipping. Our product feeds guide compares these fields with Partner-Ads' feeds and Google's product data specification.

Tracking and attribution

When someone clicks your tracking link, Adtraction stores which partner and channel sent them, and when. If they buy within the campaign's cookie period, the sale is attributed to you. The cookie period is set per campaign rather than network-wide, so check it on each brand's programme page.

Attribution is last click. Adtraction's partner agreement spells it out: if a visitor clicks partner A's link and later partner B's link to the same brand, partner B earns the commission and partner A earns nothing.

Adtraction's answer to consent banners is what it calls Fair tracking. It combines modelling (using the behaviour of visitors who consented to estimate conversions from those who did not) with an optional cost-per-click layer that pays partners for high-intent clicks whose final sale cannot be tracked. Whether a given brand uses it is up to the brand.

How payment actually works

Adtraction pays you after the brand has approved the transaction, been invoiced and paid Adtraction. That chain is why commission can sit for a while before it reaches your balance. The statuses you will see along the way are Waiting for brand, Confirmed by brand and Invoiced to brand; none of these are payable yet.

Your obligations under the partner agreement

Adtraction's partner agreement puts responsibility for the content on your channel on you. You must follow EU and national law that applies to advertising a brand, including how links are presented, and you are expected to tell visitors that your site takes part in affiliate programmes and uses tracking links. For Danish readers that means following the Consumer Ombudsman's guidance on marking affiliate links, which we cover in the disclosure rules guide.

Practical setup for a content site

1. Add each site as a separate channel and wait for channel approval before applying to brands.
2. Apply to brands in your niche for the markets where your readers are. A brand may run in Sweden but not Denmark.
3. Use deeplinks to the exact product or category you write about rather than the homepage.
4. Add EPI parameters for page and placement from day one; it is painful to add retroactively.
5. Use the product feeds for prices and stock, and refresh at least as often as the feed updates, which is usually daily.
6. Set a payout date that suits your bookkeeping and remember that brand payment timing, not yours, decides which cycle a commission lands in.

Adtraction feeds in AffiFeed

AffiFeed connects to Adtraction through its API with your token, finds the brands you are approved for per channel, and imports their product feeds. You can then filter and embed the products as cards or comparison tables. If you also use Partner-Ads, both networks' products live in the same place, which makes it easier to show the same product from several shops. See the feature overview.