Still supported, and still worth connecting if you have an account. Some history worth knowing first.
Rui Correia Posted
Howl, formerly Narrativ, is one of the networks Squirrel connects to. If you have an account it takes a minute to link, and this explains how.
It also explains something the old version of this page didn’t, which it should have.
Worth knowing first
Howl has a documented history of late publisher payments, reported in the trade press in late 2023. We are not in a position to say what the current position is, and plenty of publishers work with them without issue.
But we used to recommend them here without mentioning any of it, and that wasn’t a fair thing to do. If you’re deciding whether to put volume through Howl, ask them directly about payment terms and timings before you commit, the way you would with any network.
If you already have an account and it’s working, none of this stops you connecting it.
Connecting your account
You need your Howl publisher identifier, which is on your account page once you’re logged in. Paste it into the affiliate settings in Squirrel and the two are linked.
From that point Howl sits alongside your other networks. Nothing about your Howl setup changes, and your direct relationships still take priority over everything.
Where it sits against your other networks
Howl covers a particular set of retailers. So do Awin, Impact, CJ and the rest — and the overlap is never total, which is the whole reason publishers end up with six accounts.
The point of connecting them all in one place is that you stop guessing which one covers a given retailer. The full list of what we connect to is here.
And if you want to see which of your existing links are going through which network right now, run a free audit. No account needed.
Common questions
Is Howl the same as Narrativ?
Yes. Narrativ rebranded to Howl. Older documentation, including our own, still refers to Narrativ in places.
Where do I find my Howl publisher ID?
On your account page in the Howl dashboard once you’re logged in.
Should I use Howl?
That’s your call. They cover retailers other networks don’t, but they have a documented history of late publisher payments reported in 2023, so ask about payment terms before putting significant volume through them.