Coupon and deal sites: incremental growth or margin skim?

Coupon and cashback partners sit at the last step before checkout, so they get credit for demand other channels created. Test true incrementality with a holdout before you pay them like content partners.

Coupon, cashback, and deal partners sit at the very last step before checkout — exactly why they get blamed for taking credit for sales they didn't create, and exactly why some of them genuinely do.