May 6, 2024
Affiliate Marketing and Coupon Sites: Myths Surrounding Incremental Growth
Coupon sites have long been misunderstood in affiliate marketing—often labeled as “non-incremental” or dismissed as purely transactional. But, that myth doesn’t hold up under scrutiny. When backed by the right data, attribution technology, and strategic management, coupon partners can be among the most effective drivers of measurable revenue. The key is knowing which partners add value—and having the tools to prove it.
Key Takeaways in This Blog
- Coupon sites can drive incremental growth. With the right technology and analysis, these partners often contribute more than they’re credited for.
- Data is the differentiator. FUSE Incrementality™ provides objective insights into which coupon partners deliver real value versus last-click conversions.
- Stereotypes limit potential. Writing off coupon affiliates entirely can mean missing out on scalable, performance-based revenue streams.
- Incrementality is contextual. What’s “non-incremental” for one brand or vertical may be highly valuable for another.
- PartnerCentric’s approach bridges perception and performance. Data transparency and experienced affiliate strategy turn myths into measurable results.
Why coupon sites CAN drive revenue growth in the affiliate channel
Are coupon sites ineffective in the affiliate channel, particularly when it comes to incremental value?
Absolutely not—so let’s stop spreading that myth around the affiliate marketing rumor mill.
It’s true, coupon sites have historically been stereotyped as merely “transactional,” often criticized for failing to bring incremental value to your business. However, this perspective ignores the nuanced capabilities of modern affiliate marketing management strategies—specifically, affiliate marketing technology and tools combined with industry expertise.
Incrementality Starts with Data
Where does the coupon site myth come from? In all of affiliate marketing, there have been challenges in respect to incrementality. That’s just been the nature of the industry.
Specific to coupon sites, I hear statements like, “These guys are just hijacking sales,” or “These guys are not incremental.” As a result, brands do much less with coupon sites—or nothing at all. It’s unfortunate that such a decision is based on what a brand believes to be a universal truth, instead of being open to coupon sites as a rich revenue stream.
One missing piece of the conversation is just how critical data is in guiding decision-making surrounding coupon sites. I always say to current and prospective clients, “Let’s start with the data,” but we also know that what we see in those numbers is very client specific. Meaning, the vertical in which they operate, their audience, their publisher partnerships. Sure, a coupon site might have a low incrementality score, but there are the Honeys of the world that could be much more incremental.
How does PartnerCentric arrive at determining what’s best for each individual client? FUSE Incrementality™ plays a significant role, alongside advanced affiliate marketing expertise.
FUSE Incrementality™: Your North Star in the Affiliate Channel
With FUSE Incrementality™, we’re able to have much more meaningful conversations with clients or prospects who come to us, minds made up, and say:
- “I’ve done affiliate marketing before, in another business, and this doesn’t work.”
- “I’ve been in the affiliate space for 20 years, and I know I don’t want to work with this category.”
- “I’ve never done affiliate marketing before, but I hear these rumblings about coupon sites and I don’t want to get messed up in that.”
That’s when my team and I can present these brands with the objective data, so we can have a collaborative discussion about what they want to do with that data. Having access to the data makes what we do more of a level playing field, compared to a pre-FUSE Incrementality™ existence.
For example, in the past I’d say to resistant clients, “I know you had that experience while you were at Company ABC, but now you’re with Company XYZ and you might have a different experience.” Back then those companies would tell me until they’re blue in the face, “I know how this works and I’m not interested. Don’t sell me this thing.”
FUSE Incrementality™ has changed the game. Now I can say to them, “Let’s look objectively at Company XYZ’s data and see what it tells us.” If it turns out coupon sites truly don’t serve the client, at least we have a clear determination why.
Bottom line: If you have the technology and the experienced team, you can discern just how and where coupon sites will drive your business—without wasting resources on biased analytics from poor data sets.
Ready to Take the Next Step?
The affiliate channel’s most powerful opportunities often start where the myths end. PartnerCentric’s proprietary FUSE Incrementality™ technology and expert strategy team help brands separate perception from performance—revealing which partners truly move the needle.
Ready to uncover the real value behind your affiliate partnerships? Connect with a PartnerCentric to see how data transparency and advanced analytics can turn coupon sites into a proven growth channel.
FAQs: Coupon Sites and Incremental Value
Q: Why do coupon sites have a bad reputation in affiliate marketing?
Historically, coupon sites were seen as “bottom-of-funnel” partners—claiming credit for purchases that would have happened anyway. But today’s affiliate ecosystem, powered by better data and attribution tools, allows brands to see their true incremental impact.
Q: How does FUSE Incrementality™ change the way coupon sites are evaluated?
FUSE Incrementality™ provides a data-backed view of each partner’s actual contribution to new revenue. It reveals which coupon affiliates genuinely drive new customer acquisition and which simply close existing sales—enabling smarter spend allocation.
Q: Are coupon sites right for every brand?
Not necessarily—but that’s the point of incrementality analysis. With FUSE™, PartnerCentric helps brands determine where coupon sites fit best within their affiliate mix based on real performance data, not assumptions.
Q: How can brands ensure coupon partnerships don’t dilute margins?
By pairing strategic commission structures with incrementality scoring, brands can reward partners that deliver measurable value while reducing spend on those that don’t.
Q: What’s the biggest mistake brands make when evaluating coupon sites?
Dismissing them outright. The affiliate channel thrives on diversification—and coupon partners often perform best when integrated strategically alongside content, influencer, and loyalty partners.
To learn more about FUSE Incrementality™ and how PartnerCentric employs it to drive revenue growth,
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