KonverJ Agency Contributes Expertise for Impact’s Incrementality Playbook

KonverJ Agency Leads the way in Rethinking Affiliate Marketing Measurement

KonverJ Agency, an award winning independent performance marketing agency based in the UK, has been featured in the highly anticipated Incrementality Playbook delivered to market by impact.com this week. 

The global report brings together expert insights from some of the most influential voices in affiliate and performance marketing—including KonverJ’s CEO and Founder, Lee-Ann Johnstone to redefine how brands measure the true value of their affiliate partnerships and programs. 

For years, affiliate marketing has been undervalued due to outdated attribution models borrowed from paid search. These models fail to capture the long-term revenue impact of partnerships, often leading brands to underestimate their affiliate programs’ contribution. To address this challenge, impact.com has developed the Incrementality Playbook, a strategic guide to proving the real ROI of partnerships beyond last-click attribution.

Bringing Global Thought Leader in Affiliate & Performance Marketing together to discuss Incrementality effects

As one of the industry’s most respected affiliate marketing specialists, Lee-Ann Johnstone brings decades of experience in scaling high-performance partnership programs. In the playbook, she shares key insights into incrementality measurement and provides practical solutions for brands looking to optimise tracking, reporting, and partner relationships.

“Accurately measuring affiliate performance has been a challenge for brands for too long. The Incrementality Playbook provides clear, actionable strategies to help businesses optimise their programs with confidence,” says Lee-Ann Johnstone, CEO of KonverJ.

Key takeaways from the playbook include:

Measuring true incrementality – Identifying revenue that would not have been generated without affiliate partnerships. 

Tracking partner influence across the full customer journey – Moving beyond last-click attribution to uncover hidden value. 

Unlocking long-term revenue from content partnerships – Demonstrating the lasting impact of content-driven affiliate relationships.

Why paid search metrics don’t apply to affiliate programs – Highlighting how outdated models are costing brands money. 

How leading brands are transforming their approach – Using data-driven insights to defend and grow affiliate budgets.

By adopting these strategies, brands featured in the playbook—including Zenni Optical, fuboTV, and Brand Collective—have achieved significant revenue growth. One business, for example, saw a 50% month-on-month revenue increase by shifting focus to underutilised influencer partnerships.

Why incrementality matters for the Future of Affiliate Marketing

The shift to smarter affiliate measurement is critical for brands aiming to scale their programs effectively. Traditional tracking models no longer provide an accurate picture of partner influence, leaving potential revenue untapped. By leveraging incrementality insights, brands can:

• Justify increased budgets for high-performing affiliate partners.
• Optimise commission structures based on true performance value rather than only attributed sales.
• Identify and scale underutilised content and influencer partnerships that drive lasting revenue.
• Improve forecasting and reporting with data-driven insights on incremental revenue impact.

Get the Playbook & Start Measuring What Matters

As one of the only independent UK agencies to contribute to this global report, KonverJ Agency remains at the forefront of shaping the future of affiliate marketing.

To learn more and gain access to expert insights from Lee-Ann Johnstone and other industry leaders, download the Incrementality Playbook today.

Download the Incrementality Playbook