It boils down to making numbers go up. Maybe for you, Honey doesn't do much. But add Honey to the picture, and retailers are seeing an increase in sales and a decrease in cart abandonment. So you choose to partner with a coupon company and pay them commission and for some percentage of users, seeing that popup pushed them over the edge to make the purchase.
In the attribution chain, when you compare an initial referral vs. the coupon app, it's fair to say that the initial referral has more impact. So maybe you want the initial referral to take most or all of the credit. But what about when there's no referral? Doesn't the coupon app deserve to be a part of the chain if it is ultimately driving positive return?
But consider a retailer who has budget to spend with the goal of increasing sales. Here's a study one of the largest affiliate networks did on shopping extensions - https://junction.cj.com/article/cj-demystifies-shopping-brow...
It boils down to making numbers go up. Maybe for you, Honey doesn't do much. But add Honey to the picture, and retailers are seeing an increase in sales and a decrease in cart abandonment. So you choose to partner with a coupon company and pay them commission and for some percentage of users, seeing that popup pushed them over the edge to make the purchase.
In the attribution chain, when you compare an initial referral vs. the coupon app, it's fair to say that the initial referral has more impact. So maybe you want the initial referral to take most or all of the credit. But what about when there's no referral? Doesn't the coupon app deserve to be a part of the chain if it is ultimately driving positive return?