Three reasons why integrations fail
I purchased from bloggers for reach measured in tens of millions, and almost all the problems each time came down to the same thing - to something that was not discussed agreed in writing before payment.
It is not defined what is considered completed work. For for an advertiser this is a publication plus statistics plus closing documents. For a blogger - the fact of publication. Then the correspondence begins about “where is the act” and “I’m not obliged to send screenshots.”
It is not determined who does the labeling. ID is assigned by the advertising data operator; you cannot obtain it yourself. This means someone must register the creative in advance and transfer it identifier to the second party. If it is not written down, it turns out on the day publications.
It is not defined what happens during the transfer. The date is moving out almost always. The question is not whether he will move out, but what happens when he does so with payment and with the campaign under which the integration was placed.
What's inside
| Section | What closes |
|---|
| 1. Sides and product | Details, contacts, what exactly we sell with this integration. |
| 2. Problem | Format, timing, date and time, how long it hangs in the feed. |
| 3. What to say | One key message, three facts, an offer, a promotional code, a link with tags, a verbatim appeal. |
| 4. What not to do | Safe words, comparisons, promises of results, unacceptable proximity. |
| 5. Advertising marking | Who registers the creative, through which operator, when the erid is transmitted, where the mark is. |
| 6. Coordination and delivery | Deadlines, rounds of edits, what is considered a pass, what is postponed, and what is considered a failure. |
| 7. Money | Cost, payment procedure, documents, what if there is a lack of coverage. |
| 8. How we calculate the result | Metrica, UTM link, integration promo code, reconciliation date. |
About labeling - briefly and without initiative
Advertising on the Internet is marked according to Article 18.1 of the federal law “On Advertising” No. 38-FZ: the mark “advertising” and an indication of the advertiser are required and (or) a website with information about it, plus an erid identifier.
Key detail most often missed: erid cannot be generated independently, it is assigned by the advertising data operator. Therefore, in the technical specifications What is needed is not “put a label”, but specifics - who registers, through who and when the identifier transmits.
Please check the wording of the requirements with the current version of the law: norms changed in 2025. I am not a lawyer, and this file is a working form, not legal advice.
About fields [SPECIFY]
In the “Agreement and Delivery” and “Money” sections, eight fields are marked as requiring clarification. This is done intentionally: how many rounds of edits are included in cost, after how many hours statistics are taken, what happens when failure to publish - there is no industry standard on these issues, there is only your agreement.
You cannot leave them empty: it is because of them that integrations fail. Fill it out once with your rules and then use it as a ready-made form.
lies nearby
Count purchases by channels - in media plan for sponsored posts in Telegram: there is CPM and subscriber price based on the reach of the post plus a checklist for checking the channel. Analyze competitors before purchasing - competitor analysis table on social networks. Mark the link for integration - UTM generator. General analysis of the work with bloggers - in an article about influencer marketing in Russia, about marking - in the analysis of ORD and ERIR.
Frequently asked questions
- Why are some fields marked [SPECIFY] and not filled in?
- Because your rules should be there, not someone else’s. How many rounds of edits are included in the price, after how many hours statistics are taken, what happens when the date is moved - there is no industry standard on these issues, there is only an agreement between the two parties. To substitute plausible figures there would be to pass off fiction as the norm.
- Is it possible to generate erid yourself?
- No. The advertising identifier is assigned by the advertising data operator - this is directly stated in paragraph 3 of Roskomnadzor Order No. 191 of November 30, 2022. Therefore, in the technical specification there is a separate block: who registers the creative, through which operator and when transfers the identifier to the second party.
- Who should label - the advertiser or the blogger?
- The law distributes responsibilities between participants in the chain, and in practice this is decided by agreement. This is why the form has an explicit field “who registers the creative”: the dispute about who should have done it always arises after publication, and not before. Please check the specific requirements with the current version of the law - the rules changed in 2025, and I am not a lawyer.
- How does a technical specification differ from a brief?
- The brief is filled out by the customer so that the contractor understands the task. TK is what the customer gives to the contractor as a requirement: here it’s not “tell me about yourself,” but “tell me this, don’t say this, deliver it like this.” For blogger integrations, it is the second document that is needed.
- Why a checklist before payment?
- Because almost all integration problems come down to eight points, and each of them is checked in a minute. Is the script agreed upon in writing, is the time of publication recorded, is the promotional code working, is the link with tags checked. After payment it is too late to negotiate.