The starting position
Kubikwerk produces modular shelving systems in Germany and sells exclusively online. The average basket is 640 euros – correspondingly long customers think before they order.
In the old setup, the last click always got the full commission. Interior blogs and Pinterest creators, which alerted customers to cubic work weeks before, often went empty, while voucher sites cashed in just before the purchase. In addition, commissions were placed on orders, which later went back.
The solution
Kubikwerk has adapted the remuneration in the partner channel to the long customer journey:
- Position-based attribution. The first and the last contact share the bulk of the commission, the partners in between get the rest. Inspiring content is finally paid for.
- Longer deadlines. The cookie duration was extended to 45 days, the validation period to 60 days – matching the right of return for furniture.
- Fraud recognition. Striking patterns such as own purchases or clicks with no real interest are automatically marked before a commission is confirmed.
We paid commission for years for the last click before the purchase. Now we see who really inspires our customers – and pay for them.
The results
After nine months, Cubikwerk achieved 10.90 euros in revenue instead of 3.20 euros – a 3.4 times higher ROAS.
Content partners today receive 55% more commission than before and are accordingly more active. Commissions on later cancelled orders declined by 40%.
- For expensive products, last-click reflects the purchase decision poorly.
- The validation period should be at least as long as the right of return.
- Who pays inspiration, gets more of it – and less pure coupon hunting.
All figures refer to the specified period and to the partner channel of Kubikwerk.
