Affiliate Attribution & Incrementality Explained

Affiliate reporting has often focused on the last tracked click before a conversion. That is simple, but it can hide the role different partners play earlier in the customer journey.

What is attribution?

Attribution is the method used to assign credit for a conversion. Last-click gives the final tracked interaction the credit. Other approaches can consider earlier interactions, channel position or agreed contribution rules.

What is incrementality?

Incrementality asks a different question: did the partner create additional business that probably would not have happened otherwise? A partner can generate tracked sales without every sale being incremental, while another partner may influence valuable new customers without receiving the final click.

Useful measures

Look at revenue alongside new-customer rate, average order value, repeat purchase, assisted conversions, partner type and promotional method. The right measures depend on your business model.

Use measurement to improve decisions

The goal is not to create the most complicated attribution model. It is to make better decisions about recruitment, commission, partner investment and where the program is genuinely adding value.