A measurement framework that determines whether affiliate-driven sales are truly new revenue the brand would not have obtained through any other channel, versus cannibalized sales from existing customer journeys.
In Plain English
The real test of affiliate value: would this sale have happened without the affiliate? High-incrementality publishers bring in net-new customers. Low-incrementality publishers just claim credit for sales that were already happening.
Example
A content publisher who writes a gift guide and introduces a customer to a brand for the first time has high incrementality. A coupon site that intercepts the same customer right before checkout has low incrementality.
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