THE INCREMENTALITY PLAYBOOK

Prove your affiliate revenue's true impact

The data-driven guide to partnership measurement: Discover how a leading brand increased revenue by 50% MoM by tapping into underutilized partnerships

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Thank you for downloading the marketing leader’s guide to afiliate marketing incrementality

Stop measuring affiliate success like paid search—it's costing you. While paid search can be turned on and off for measurement, affiliate links continue driving value long after publication

Traditional measurement misses this fundamental difference—and it’s leaving money on the table.

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How leading brands are rethinking partnership measurement

Modern brands are abandoning paid search measurement models for frameworks built specifically for partnership marketing. Their data reveals a surprising truth:

Affiliate programs drive far more revenue than traditional analytics show. Here’s what marketing leaders measure instead:

  • True incrementality (sales that would disappear without affiliate partnerships)
  • Partner influence across the full customer journey, not just last-click
  • Hidden revenue from content that drives value months or years after publication
  • The gap between credited conversions and total partner-influenced revenue
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Inside the measurement strategies of today's most innovative affiliate programs

We interviewed marketing leaders from Zenni Optical, fuboTV, Brand Collective, and other innovative brands to uncover the real challenges of affiliate measurement. Their insights reveal critical blind spots in your current measurement approach:

  • How legacy attribution models undervalue content partnerships that drive long-term revenue
  • The hidden cost of applying paid search metrics to partnership programs
  • How brands are transforming their measurement approach to defend and grow budgets

Learn more about marketing incrementality with these assets


What the experts have to say about incrementality

“[Incrementality] is important because it gives you a more accurate picture of performance. So, you can make stronger strategic decisions when it comes to things like deciding how to properly allocate resources—both personnel and budget resources. And then targeting the audiences that are most important to you more effectively alongside developing tactics to help you outperform competitors who rely on less sophisticated approaches to marketing.” 

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Kristina Nolan,

Vice President of Media, DMi Partners

Logo of Brand Collective featuring a modern design that represents collaboration and innovation in branding.

“We spend a significant amount of money on digital advertising, trying to bring in new customers, trying to generate new sales—and if that money is being spent on activity that isn’t incremental, then it’s effectively wasted”

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Roger Lee,

Head of Performance Marketing, Brand Collective

Affiverse

“[Incrementality] make sure that you are aware of what’s happening in your business—that you are aware of the types of partners that you need to be working with and that those partners are actually driving the right customers to you. [Incrementality] looks for strategic insights on where you can improve and where you can maybe change your budgetary spend to channels that are bringing you higher value customers and better longevity of maybe repeat purchases if that’s what you’re measuring.”

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Lee Ann Johnstone,

Founder, Affiverse

Join more than 4000 brands that use the impact.com platform to maximize their partnerships
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Don't let outdated measurement hide your program's true value