With advertisers increasing their spend on performance marketing campaigns, it is no surprise to see the channel coming under greater scrutiny. One of the key considerations when assessing the value of the channel is how incremental the sales generated are. When questions around incrementality arise, the promotional type that comes under some of the greatest scrutiny is cashback. With these sites offering an incentive to transact, it is often thought that cashback sites are merely converting consumers that would have purchased from the advertiser even without the involvement of the cash back sites.
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