A practical affiliate incrementality testing method that pauses a specific publisher's tracking links for 30-60 days and measures whether total brand revenue declines proportionally. If brand revenue holds steady during the pause, the publisher's attributed GMV was non-incremental (buyers converted through other channels). If revenue declines by approximately the publisher's GMV, they were incremental. Most practical incrementality method for programs without dedicated analytics infrastructure; valid only when no close substitute publisher exists in the program to absorb displaced traffic.
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