A higher commission rate paid only when a publisher's referral results in a sale from a shopper who has never purchased from the advertiser before. Advertisers use it to prioritise customer acquisition over repeat sales, which the advertiser can often generate more cheaply through its own retention channels.
A skincare brand pays 20 percent commission on new-customer orders but only 5 percent when the referred shopper has bought from the brand previously, based on a match against its customer database.
The advertiser typically matches the order against its own customer database using email address or account ID at the point of sale. If the shopper has no prior purchase history on file, the order qualifies for the new-customer rate; existing customers are paid at the standard, lower rate instead.
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