Coupon-extension traffic
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In short
The store sessions in which a coupon or cashback extension was active, measured apart so you can see what those shoppers buy and what they pay.
What it means
Coupon-extension traffic is the set of sessions on your store in which a coupon or cashback extension was running in the shopper's browser. It isn't a channel. The shopper still arrives from search, email or ads, and the extension acts later in the visit, usually at the cart. An extension can be installed without showing anything on your store, so installs and sessions where it appears are two different counts.
On your store
Your email campaign brings a few thousand sessions. Splitting them by whether an extension was active shows whether those orders carried codes the email never sent.
Why it matters
Extension users look like your best customers, which makes the traffic hard to judge. A study CJ commissioned with Namogoo found extension users spent 185% more per shopper than shoppers without one.[CJ and Namogoo, Nov 2023] (opens the source) That comparison is correlational, and CJ, an affiliate network, earns on extension commissions. What those shoppers would have done without the extension takes a holdout test to answer.[CJ and Namogoo, Nov 2023] (opens the source)
What Benson does
Benson sees coupon-extension sessions on your storefront and measures their conversion rate, order value and discount depth.
Sources
- 1CJ and Namogoo, “Quantifying the business value of shopping browser extensions”, Nov 2023. junction.cj.com (opens the source)
Read next
Related terms
- Coupon extensionA browser add-on that finds discount codes for the store a shopper is on and tries them at checkout, often earning affiliate commission on the order.
- IncrementalityThe sales a channel or partner actually caused, as opposed to the sales it was credited with that would have happened anyway.
- Holdout testAn experiment that leaves a random group of shoppers without a change, so the difference against everyone else shows what the change did.
- Extension permissionsThe access a shopper grants a browser extension when installing it, such as reading and changing data on every site, which lets it act on your store.
