Why we built Trackback.
An affiliate manager at a UK sportsbook called us in 2024 to ask a simple question: her network dashboard showed 8,000 partners, but only 12 were actually driving revenue. She wanted to know what the other 7,988 were doing. We didn't have a tool to answer that. So we built one.
The gap we saw
Clarity, without the enterprise overhead.
Larger teams had the resources to chase down the traffic sources, social mentions and partner risks across their programmes. Smaller teams didn't. They were left guessing about what sat behind their clicks, and where the next risk or opportunity was building.
Trackback brings the same monitoring power Rightlander built for global brands into a self-serve platform that any small affiliate team can run on day one.
Visibility has become commercially important, not just operationally useful.
Ian SimsFounder of Rightlander and Trackback
Meet the team
The people making the calls.
Ian Sims
Founder, Rightlander and Trackback
Ian started his career in IT at Fidelity Investments and Barclays, then built his own web agency in the 1990s with clients including the FT and JP Morgan. In 2005 he moved into iGaming affiliates, running a 12-year network built on database-driven content and player research. In 2016 he started building the compliance product that is now Rightlander, used by 100+ leading brands in regulated markets. Trackback is the second product to come out of that work.
Kat Tutton
Marketing Lead, Trackback
Kat leads marketing for Trackback inside the wider Rightlander group. Her background is fifteen years across strategic creative and behaviour-change programmes at Maverick Advertising and Article 10, working with global brands on the comms strategies that actually move people. At Trackback she runs positioning, the customer conversations, and how we tell smaller affiliate teams what we do.
Connect on LinkedIn →
What we believe
Answers, not admin.
We think smaller teams deserve to understand their affiliate ecosystem without specialist tools or specialist headcount. Trackback turns scattered data into simple, actionable insight, so you spend your time acting, not analysing.
Backed by Rightlander expertise
Built on a foundation big brands already trust.
Founding member of the APMA. iGB Affiliate Awards 2021 winner. PMA Silver Member.