The percentage of affiliate-attributed conversions that represent genuinely new demand — revenue that would NOT have occurred without the affiliate channel's influence. Measured by subtracting holdout group conversion rate from control group conversion rate in a ghost bidding test, or by comparing brand revenue before and after pausing a specific publisher. Programs with high coupon publisher concentration typically have 40-60% non-incremental attribution; programs with content publisher majority typically have 70-85% incremental attribution.
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