New data from PartnerCentric, the largest independent partnership marketing agency in the U.S., brings unprecedented transparency into publisher contributions amidst growing scrutiny of browser extensions. The latest addition to PartnerCentric’s innovative FUSE Incrementality™, Conversion Origination, a measure added in 2024, is actively helping advertisers identify true sales drivers not just last-click beneficiaries ensuring fair compensation and stronger influencer partnerships.
Q4 2024 FUSE Conversion Origination data shows that on average, Coupon, Loyalty, and Cashback partners are over-attributed by affiliate networks, while Influencers are under-credited regarding their ability to drive customers to the sale.
- Coupon, Loyalty, and Cashback programs initiated (on average) only 13% of the conversions credited to them. However, each partner must be measured uniquely:
- CapitalOne Shopping: 16% originated conversions
- RetailMeNot: 5% originated conversions
- PayPal Honey: 2% originated conversions
- Rakuten Rewards leads the category with 40% originated conversions
- Influencer: PartnerCentric data shows influencers were under-attributed by 39% (more session starts than conversions). Simply, they were responsible for driving customers to a sale but were not obtaining full credit for those conversions.
FUSE Precision, PartnerCentric’s patented commission automation technology, takes a step further to adjust advertiser’s commissions based on the client’s full-funnel analytics—not just last-click credit—helping clients better align payouts with real impact:
- Rakuten Rewards: +95% improvement
- CapitalOne Shopping: +89% improvement
- PayPal Honey: +66% improvement
“While Coupon, Loyalty, and Cashback often close sales, they rarely initiate conversion sessions, and outdated attribution models often misdirect their commissions. The solution isn’t elimination of partners, but fair compensation based on actual contribution,” said Stephanie Harris, CEO of PartnerCentric. “FUSE Incrementality™ gives advertisers the clarity and control to optimize performance with integrity, and FUSE Precision automates accurate commissions.”
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