The most common question that advertisers ask us is how can we prove that the affiliate channel is driving incremental sales? Not an easy question to answer, particularly because the definition of an incremental sale can vary by advertiser and without specific data can be subjective. Let’s take a hypothetical example to demonstrate this.
An affiliate generates 100 sales using a £20 off voucher. The normal cost of a sale to the advertiser is £10, with the addition of the voucher the cost is £30. The average order value (AOV) that the customer generates in one purchase is normally