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Next-Gen Affiliate Performance Measurement: PartnerCentric Leads the Transparency Movement
[February 03, 2025]

Next-Gen Affiliate Performance Measurement: PartnerCentric Leads the Transparency Movement


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 Origination1, 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 Precision2, PartnerCentric's patented3 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"While Coupon, Loyalty, and Cashback often close sales, they rarely initiate conversion sessions, and outdated attribution models often misdirect their commissions.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."

About PartnerCentric:

Founded in 2017 by industry veteran Stephanie Harris, PartnerCentric is the largest independent partnership marketing agency in the U.S., built on transparency, independence, and a commitment to award-winning innovation. With over two decades of affiliate expertise, we empower brands like CarGurus, VSP Vision Plans, Visible, and hims/hers to drive growth through tailored strategies and our cutting-edge FUSE Precision and FUSE Incrementality tools-delivering unmatched insights and optimizing partnership value.

Named the top U.S. affiliate agency by CLUTCH and recognized globally for technology and innovation, PartnerCentric stands out as a leader in redefining the agency landscape. Our achievements include Trend Setter at the U.S. Partnership Awards, and medals for Most Innovative Technology, Best Use of Data & Insights, and Best Large Affiliate & Partner Marketing Agency.

Discover how PartnerCentric can propel your business forward. Visit us at www.PartnerCentric.com and connect with us on LinkedIn and X. At PartnerCentric, we believe Better Starts Here.



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1 Data attribution is based on PartnerCentric client data collected from October 1, 2024, to December 31, 2024, across all client verticals. Category groupings, including Coupon, Loyalty, Cashback, Content, and Editorial, are classified according to PartnerCentric's proprietary category taxonomy. Conversion Origination percentages reflect the net difference between conversion session starts and affiliate network-attributed conversions, providing insight into the incremental contribution of each publisher type.

2 Data attribution is based on PartnerCentric client data collected from October 1, 2024, to December 31, 2024, across all client verticals. Category groupings are classified according to PartnerCentric's proprietary category taxonomy. FUSE Precision commission adjustments are based on the client's full-funnel analytics, ensuring commissions reflect all marketing touchpoints rather than solely last-click attribution.

3 Harris, S. & Rathbone, T., 2018, US10733632B2


 


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