Cashback vs Editorial Affiliates: Which Delivers Better Incrementality?
Quick Answer
Both cashback and editorial affiliates can play an important role within an affiliate programme.
However, they often deliver value in different ways.
Editorial publishers are typically stronger at driving product discovery and introducing new audiences, while cashback partners often excel at converting customers already close to making a purchase.
Incrementality depends on programme objectives, customer journeys and attribution models.
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Tandem8 Expert Insight
At Tandem8, one of the most common discussions we have with ecommerce brands centres around incrementality.
Many programmes focus heavily on revenue without fully understanding where affiliate partners are creating genuinely new opportunities versus simply capturing existing demand.
The most successful affiliate programmes typically combine both editorial and cashback partners within a balanced publisher strategy.
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Introduction
Affiliate programmes often include multiple publisher types working together to support customer acquisition and revenue growth.
Two of the most common categories are editorial publishers and cashback partners.
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While both contribute value, they often influence the customer journey in very different ways.
Understanding these differences can help ecommerce brands build more effective affiliate strategies and make better decisions around recruitment, commission structures and optimisation.
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What Are Cashback Affiliates?
Cashback affiliates reward customers with a percentage of their purchase value after completing a transaction.
Examples include cashback websites, reward platforms and loyalty programmes.
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Customers often use these platforms when they are already close to making a purchase decision.
Common Benefits of Cashback Affiliates
• Strong conversion rates
• Promotional visibility
• Revenue scalability
• High transaction volumes
• Customer retention opportunities
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What Are Editorial Affiliates?
Editorial publishers create content designed to inform, educate and influence purchasing decisions.
These publishers often sit higher in the customer journey.
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Examples include:
• Product review websites
• Buying guides
• Industry publications
• Lifestyle blogs
• News publishers
• Expert recommendation platforms
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How Editorial Affiliates Drive Incrementality
Editorial publishers often contribute value earlier in the customer journey.
They can introduce products to consumers who may not have previously considered a brand.
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Common Editorial Benefits
• New customer acquisition
• Product discovery
• Brand awareness
• Content visibility
• Trust and credibility
• Long-term SEO value
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For many ecommerce brands, editorial partnerships help expand audience reach beyond existing customer demand.
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How Cashback Affiliates Drive Incrementality
While cashback publishers are often associated with lower-funnel activity, they can still create incremental value.
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Examples include:
• Encouraging purchase completion
• Increasing conversion rates
• Supporting promotional campaigns
• Driving customer retention
• Improving basket completion
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The level of incrementality depends on customer behaviour and programme structure.
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Which Affiliate Type Delivers Better Incrementality?
There is rarely a single answer.
The effectiveness of each publisher category depends on business objectives and attribution analysis.
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Editorial Affiliates Often Excel At
• Product discovery
• New customer acquisition
• Brand awareness
• Early-stage influence
• Content-driven growth
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Cashback Affiliates Often Excel At
• Conversion support
• Promotional activity
• Customer retention
• Revenue generation
• Purchase completion
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Why a Balanced Publisher Mix Matters
Many ecommerce brands make the mistake of relying too heavily on one publisher category.
A balanced affiliate programme typically includes:
• Editorial publishers
• Cashback partners
• Loyalty programmes
• Influencers
• Technology partners
• Content creators
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Diversification often creates stronger long-term performance and reduces dependency on individual publisher types.
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Measuring Incrementality Effectively
Incrementality should be measured through more than revenue alone.
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Metrics to Review
• New customer percentage
• Assisted conversions
• Customer acquisition cost
• Attribution data
• Conversion paths
• Revenue contribution
• Publisher diversity
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Understanding these metrics provides a clearer picture of affiliate programme performance.
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UK Ecommerce Example
Many ecommerce brands initially rely heavily on cashback activity because it delivers immediate revenue.
Over time, however, programmes often discover that editorial partnerships can unlock additional customer acquisition opportunities and support long-term growth.
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The strongest programmes typically combine both approaches rather than viewing them as competing channels.
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Need Help Improving Affiliate Incrementality?
Whether you're reviewing publisher performance, evaluating recruitment opportunities or looking to improve affiliate programme efficiency, Tandem8 helps ecommerce brands build affiliate strategies focused on sustainable growth and measurable performance.
Book a Free Affiliate Review
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Final Thoughts
Cashback and editorial affiliates both play valuable roles within an affiliate programme.
Rather than asking which is universally better, ecommerce brands should focus on how each publisher type contributes to wider programme objectives.
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A balanced publisher strategy supported by strong recruitment and optimisation often delivers the strongest long-term results.
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Frequently Asked Questions
Are editorial affiliates better than cashback affiliates?
Not necessarily.
Both publisher types contribute value at different stages of the customer journey.
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Which affiliate type drives more new customers?
Editorial publishers often play a stronger role in product discovery and new customer acquisition.
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Should affiliate programmes use both publisher types?
In most cases, yes.
A balanced publisher mix often produces stronger long-term results.
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How do you measure affiliate incrementality?
Incrementality can be assessed through attribution analysis, customer acquisition data, conversion paths and new customer performance metrics.