Do Coupon Affiliates
Drive Any Value?

Get Our Data-driven Research

Data from over 5 networks, Google, Comscore, and multiple affiliate programs reveal the truth about coupon affiliates.

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What’s Included in the
Coupon Affiliate Case Study?

Coupon Affiliates Fall into 3 groups

Grouping all coupon-type affiliates into one coupon category really no longer works.

Coupon aggregators, who supply consumers with ALL the coupons; these are traditionally what people think of when they say “coupon sites.”

Paid search arbitrators with coupon sites, which includes affiliates who want trademark terms to bid on and drive the vast majority of their traffic this way; a better way to describe them may be “search affiliates.”

“Best of web” deal sites, which cultivate the best deals on the web for many categories; these guys rely on this cultivation to create an environment where consumers discover new brands and products.

Advertising Waste

Why is this a problem worthy of discussion rather than just a common grievance? According to a Rakuten Marketing report, “Waste is still prominent in marketing spend in 2018. According to our study, marketers estimate they waste 26% of their marketing budget on the wrong channels or strategies. Advocates exceed this figure by 2%, while Architects are only prepared to admit to wasting 18% of budget.

Incremental Customer Acquisition

Comscore and Google released a much-anticipated study at CJU that spoke to this very issue (thanks to CJU for supplying this). In the study, Google shared that 94% of transactions driven by coupon affiliate paid search ads were incremental—meaning, the customers were not already on the retailer’s site before they searched for a coupon. Just 6% of purchasers were already on the retailer site before clicking on a coupon ad.

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Time to Rethink the Common Perceptions

We may be making emotional decisions about a large category of affiliates and not taking into account the data that often shows coupon affiliates produce more value than they’re given credit for. Get the data and decide for yourself!

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"Like most other companies, we at look to increase profitability through our marketing channels. However, our company also strives to change as many lives as possible, where revenue is not always the most important metric. Especially within our customer acquisition channels, we greatly value tools and ideas that allow us to constantly reach new customers and demonstrate the multitude of resources our company has to offer. Our partnership with JEBCommerce has allowed us to achieve success with each one of these targets, as we have witnessed productivity in new customer acquisition, site traffic, profitability, and continued progress with flexible and unique promotion/product schedules. "

Hank Kvamme, Affiliate Marketing Manager,

"JEB provide expertise in affiliates landscape not just as an agency but a true business partner. Their team becomes an extension of the in-house digital marketing team. With the channel expertise not only do they do a great job of providing guidance in the affiliates landscape they are able to learn the business quickly so they only provide opportunities that make sense and help move the needle on the bottom line. "

Faheem Dayala, Director of Digital Marketing, Silver Jeans
2019 Pinnacle Awards OPM/Agency of the Year - JEBCommerce