Affiliate ROI Calculator
Incremental, not reported.
Incremental ROI
49.6%
172% on reported attribution
Assuming 55% incrementality turns 172% reported into 49.6% real. Coupon and loyalty affiliates sit closest to the transaction and get last-click credit for sales that were already happening, which is where most of the gap comes from.
How the Affiliate ROI Calculator works
Coupon and loyalty affiliates sit closest to the transaction and take last-click credit for sales that were already happening. Applying an incrementality assumption is what separates a reported ROI from a real one, and the gap is usually large.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How incremental is affiliate revenue?
It varies enormously by affiliate type. Content and review sites are often genuinely incremental; coupon and cashback sites frequently are not. Programme-level averages hide both.
How do I test incrementality?
Pause a segment of affiliates and measure the change in total revenue, not in attributed revenue. Most brands that run this test find the coupon segment contributes far less than reported.
Should I drop coupon affiliates?
Not necessarily — they can defend against leakage to other codes. But they should be paid at a lower rate than affiliates who create demand rather than intercept it.
What does a healthy programme look like?
A majority of revenue from content and review affiliates, with coupon sites as a controlled minority on reduced rates. The reverse is common and usually unprofitable.