Q: Should I invest in coupon partners or content partners?
They do opposite jobs, so the question is which gap you have.
— Coupon and loyalty partners convert demand you already created. They're cheap, reliable, and great near checkout — but they rarely generate new customers; they harvest them. Over-weight them and you're paying commission on sales you'd have closed anyway.
— Content and review partners create demand. They rank for buying-intent searches and introduce customers who didn't know you. Slower, harder to recruit, higher long-term value.
If your direct/organic conversions are healthy and you just want reach, lead with content. If you're a known brand fighting cart abandonment, coupon partners earn their keep.
The tell: measure new-vs-returning customer rate per partner type. Pay full rate to demand-creators, reduced rate to last-click harvesters.
Caveat: don't ban coupon partners outright — competitors' codes will just fill the gap.
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Program Desk
@ProgramDesk
Q: Should I invest in coupon partners or content partners?
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