Plan availability
This report is available only for Awin Advanced customers.
The Publisher Incrementality report is designed to provide an always-on view of the incremental value driven by individual partner involvements across the full purchase journey. The report measures the impact of partner involvement across three areas - purchase initiation, basket values and conversion rate.
Metrics that measure incremental contributions
Basket Boost: Measures the impact that a partner’s involvement at any stage of the customer journey has on basket values. This is calculated by measuring the basket values when a partner is involved in the customer journey vs the advertiser’s site average order value (AOV) over the same period. For example, advertiser site AOV = £100, sales involving Example Publisher AOV = £120, Basket Boost = 20%.
Initiator Ratio: Measures the partner’s ability to start new purchase journeys. This is calculated by reviewing all sales involving the partner and measuring how many of those sales was the first touch in the conversion path. For example, the partner is involved in 100 sales, and of those 100 sales involvements, they started 10 customer journeys = Initiator Ratio of 0.1.
Conversion Impact: Measures the impact that a partner’s involvement at any stage of the customer journey has on conversion rates. This is calculated by measuring the conversion rate when a partner is involved in the customer journey vs the advertiser’s average site conversion rate. For example, site average conversion rate = 5%, sales involving Example Publisher conversion rate = 7%, Conversion Impact = 40%.
Accessing the Publisher Incrementality report
Before you begin, ensure the following:
You are on the Awin Advanced plan.
You have enabled the MasterTag.
The MasterTag plugin is set to fire unconditionally on landing and conversion pages.
If you have a multi-region setup: You have checked your MasterTag or MasterTags for advertiser ID discrepancies and followed the de-duplication guide to remove duplicates.
To access the report in the platform, navigate to Reports > Insights > Publisher Incrementality.
By default, the report shows information for yesterday vs the day before yesterday.
Generating the report
Choose the desired date range by either:
Selecting a predefined period from the Compare dropdown.
Picking specific start and end dates using This Period and Previous Period calendars.
When ready click Generate Report to see your results.
Incrementality indicator graph view selection
By default, the report will show Basket Boost in the table, but you can select which metrics you wish to visualize.
The bar chart visualizes the top 10 partners with the highest key performance indicators within the report.
The metric being visualized in the graph is highlighted in orange above the graph. To toggle the graph to visualize either of the other two metrics, click on the metric name above the graph, and both the graph and table will update automatically.
Publisher incrementality table
In this table, when an incrementality metric is selected, the value for each affiliate for the current period and the previous period will be displayed alongside the difference in performance between the periods for that metric.
As a default, the unselected metrics will show only the difference in performance between the selected period and the last period in the table. To toggle to see the metric of your choice in more detail, select the orange arrow at the side of the metric name at the top of the table, and the table will expand accordingly.
The Options tab on the right-hand side of the table allows you to export the table data and to save the current table setup. Any filter or sorting settings, and any changes to the columns you made (by removing or reordering them) will be represented in the export and the saved table setup.
Analyzing incrementality data
It’s important to note that, given the nature of the metrics in the report and the diversity of partners across your program, it will be very rare to find a partner who delivers across all three metrics. The extent of the value delivered by each metric will vary, depending on your brand and your goals.
Key metrics include:
Conversion Impact: How conversion rate changes when a partner is involved at any point in the journey.
Basket Boost: The uplift in basket value when a partner participates in the customer journey.
Initiator Ratio: The proportion of sales involving a partner where they initiated the sale.
The Publisher Incrementality report monitors the incremental value partners deliver at all stages in the conversion path and analyzes performance across these metrics. This helps you understand which partners are contributing most to your incremental goals.
We recommend focusing on the metrics which are important to you, and establishing which partners perform well across these metrics and which are underperforming, then implementing strategies to improve performance for underperformers, and expand performance for strong performers against your business objectives.
Typically, you will likely uncover partners that are delivering value that was previously unseen by traditional last-touch reporting. For these partners, explore how you can expand your relationship to help increase their involvement to your overall marketing mix.
Test-and-learn approach
We would always advocate a test-and-learn approach to making optimizations. Some examples of the strategies you can deploy by utilizing these metrics are:
To increase a partner’s Initiator Ratio: Test different placement or coverage options to try and engage customers further up the conversion funnel.
To increase Basket Boost: Test stretch-and-save offers with incentive partners, or encourage content partners to review higher ticket items.
To increase Conversion Impact: Review your placements on their site, and test different offers and products to encourage customers to convert earlier in the purchase journey.
Given that partners deliver incremental value in different ways, if underperforming across an incremental metric that is important to you, review their other incremental contributions to aid in investment decision making.