What is the difference between UGC and affiliate marketing?

UGC is unpaid content created by customers about a brand, while affiliate marketing is a performance-based system where partners earn a commission for driving sales through tracked links.

Which is better for a new brand, UGC or affiliate marketing?

UGC is better for a new brand because it builds authentic social proof and trust quickly, whereas affiliate marketing requires a proven product and established conversion rates to attract partners.

Does UGC cost more than running an affiliate program?

UGC typically costs less upfront because you pay a flat fee per video or gift products, while affiliate programs cost a percentage of each sale, which scales with your revenue.

Is using UGC creators risky for my brand reputation?

Using UGC creators carries a moderate risk because their content is unscripted and less controlled, so a poorly made or off-brand video can reflect negatively on your image.

Can UGC content be used in affiliate marketing campaigns?

Yes, UGC content is highly effective in affiliate campaigns because affiliates can share authentic creator videos to boost conversions, provided you have permission and proper licensing for the footage.

What is a common beginner mistake when mixing UGC and affiliate strategies?

A common beginner mistake is failing to disclose the affiliate relationship, which violates FTC rules and erodes the authenticity that makes the UGC content effective in the first place.

Are UGC and affiliate marketing interchangeable terms?

No, UGC and affiliate marketing are not interchangeable because UGC is a type of content created by users, while affiliate marketing is a compensation model for driving sales, and you can have one without the other.

How do UGC and affiliate marketing work together for a product launch?

For a product launch, UGC creators generate buzz with authentic reviews while affiliates amplify that content to their audiences, combining social proof with performance-based distribution for maximum reach.

Can I switch from a UGC strategy to an affiliate program later?

Yes, you can switch from a UGC strategy to an affiliate program later, but you should transition gradually by recruiting affiliates from your best-performing UGC creators to retain their authentic voice.

Which is safer for consistent sales, UGC or affiliate marketing?

Affiliate marketing is safer for consistent sales because it is performance-based and only pays for results, whereas UGC provides engagement but does not guarantee direct revenue or trackable conversions.

Difference Between

Difference Between Ugc and Affiliate

Written byNex Virox Team

Editorial Team

Reviewed byVarshal Nirbhavane

Senior SEO & Organic Growth Professional · 5+ years

Published: August 28, 202618 min read

Quick answer

The main difference between Ugc and Affiliate is that Ugc is unpaid content created by users, while Affiliate is a paid performance-based marketing model. Ugc is authentic content like reviews or photos shared voluntarily, while Affiliate is a commission-driven partnership where publishers earn from sales they generate.

Key takeaways

Core distinction: UGC is authentic customer-created content, while affiliate marketing is performance-based promotional selling.
How each works: UGC builds social proof organically, whereas affiliates earn commissions by driving tracked sales conversions.
Cost and effort: UGC requires content production investment, but affiliate costs scale only with successful sales.
Best-fit use case: Choose UGC for brand awareness and trust, affiliates for direct revenue generation.
Common decision mistake: Brands wrongly treat UGC as sales content, expecting direct affiliate-style ROI.

Table of Contents18 sections

Difference Between Ugc and Affiliate: Comparison Table

Aspect	Ugc	Affiliate
Definition	Original content created by unpaid customers or fans, such as reviews or videos.	A partnership where a publisher earns a commission for driving sales or leads.
Purpose	Builds authentic social proof and community trust through real customer experiences.	Drives measurable sales or conversions through tracked referral links.
Core Mechanism	Users voluntarily create and share media about a brand without direct payment.	Affiliates use unique tracking links to earn a percentage of each completed sale.
Compensation Model	Typically unpaid, though brands may offer perks, discounts, or free products.	Performance-based commission, often 5% to 30% per sale or a fixed fee.
Content Ownership	Creator retains ownership, but brands often request a license to repost.	Affiliate owns their promotional content, but brand controls the offer terms.
Control Level	Brand has minimal control over messaging, tone, or timing of posts.	Brand sets commission rates, cookie duration, and approved promotional methods.
Trust Signal	High trust because peers perceive it as unbiased and organically generated.	Moderate trust; audiences may discount content due to visible commission incentives.
Production Cost	Near zero direct cost; brands curate and repurpose existing customer content.	Cost is variable, paid only after a successful conversion occurs.
Time to First Result	Slow; requires ongoing community engagement before content volume builds.	Fast; affiliates can publish links and generate clicks within days.
Scalability	Scales with brand size; larger audiences naturally generate more submissions.	Scales by recruiting more affiliates across blogs, coupon sites, and influencers.
Measurement Metric	Tracked via engagement, reach, saves, shares, and earned media value.	Tracked via clicks, conversion rate, return on ad spend, and revenue share.
Risk Profile	Risk of off-brand or negative content surfacing publicly without prior review.	Risk of affiliate fraud, spammy tactics, or brand damage from bad actors.
Content Lifespan	Evergreen; a single review can drive trust and views for years.	Variable; effectiveness drops when offers expire or tracking cookies lapse.
Search Impact	Adds unique, long-tail keywords and fresh signals that improve organic rankings.	Generates backlinks and landing pages that can boost domain authority.
Audience Relationship	Peer-to-peer; creators share with their personal network, not a sales pitch.	Transactional; affiliate acts as a middleman recommending a product.
Typical Formats	Unboxing videos, Instagram posts, Reddit threads, TikTok clips, and reviews.	Blog posts, coupon codes, email newsletters, YouTube reviews, and comparison sites.
Creative Freedom	High; users express genuine opinions without brand approval or scripts.	Limited; affiliates must follow brand guidelines and disclose relationships.
Legal Requirement	Must disclose if the creator received free products or any material compensation.	Must clearly label content as advertising per FTC and similar global rules.
Payment Timing	No payment occurs; value is reciprocal exposure between brand and user.	Payment occurs after a sale, often with a 30 to 60 day hold period.
Failure Mode	Fails silently when users simply do not create or share any content.	Fails visibly when traffic converts poorly or affiliate partners underperform.
Data Availability	Limited; brands see public metrics but lack detailed user intent data.	Rich; networks provide granular click, geo, device, and order-level reporting.
Brand Safety	Lower; brands cannot fully control where or how user content appears.	Higher; brands can blacklist sites and require pre-approval of creatives.
Customer Intent	Captures users in awareness and consideration stages seeking peer validation.	Targets users in decision stage, ready to purchase with a discount or review.
Channel Fit	Best for visual platforms like Instagram, TikTok, YouTube, and community forums.	Best for search engines, email lists, and high-traffic review websites.
Primary KPI	Engagement rate, user-generated posts per month, and brand sentiment lift.	Return on ad spend, earnings per click, and conversion rate percentage.
Setup Complexity	Simple; requires hashtags, prompts, and a social listening tool.	Complex; requires affiliate software, tracking pixels, and payout systems.
Typical Users	Loyal customers, hobbyists, and micro-influencers with small but engaged audiences.	Professional bloggers, deal sites, and niche content publishers seeking income.
Content Volume	Unpredictable; spikes after campaigns but can drop to near zero organically.	Steady; affiliates produce consistent content to maintain passive income.
Key Limitation	Cannot be forced; brands only facilitate and hope users participate willingly.	Commission costs reduce margins, and ad blockers can suppress tracking.
Best-Fit Scenario	Ideal for consumer brands launching products that need authentic social proof.	Ideal for established products with high margins and a proven sales funnel.

What Is Ugc?

Ugc, or user-generated content, is any text, image, video, or review created by unpaid customers rather than a brand. It exists because real customers trust peer experiences more than corporate advertising, making it a powerful social proof tool.

Definition of Ugc

User-generated content (UGC) is original, brand-relevant media voluntarily produced by consumers, not brand employees or paid influencers. It is typically shared on public platforms and licensed by brands for marketing, product pages, and social feeds to build authenticity.

Key Characteristics of Ugc

Characteristic	What It Means in Practice
Creator authenticity	Content comes from real buyers, not the brand's marketing team.
Voluntary creation	Users post without direct payment or contractual obligation.
Unpolished format	Often shot on phones with casual lighting and natural speech.
Social proof driver	Peer content influences purchase decisions more than ads.
Platform native	Designed for TikTok, Instagram, YouTube, or Reddit formats.
Licensing required	Brands must secure permission before reposting or repurposing.
Unpredictable output	Brands cannot control the message, tone, or quality.
Organic reach	Content spreads through shares and algorithms, not paid media.
Review-based value	Ratings and testimonials are the most common UGC forms.
Trust multiplier	Perceived as unbiased because the creator has no brand loyalty.

Common Examples of Ugc

Amazon customer reviews - verified buyers rate products and share detailed usage experiences.
TikTok unboxing videos - creators film first impressions of new gadgets or cosmetics.
Instagram tagged photos - customers post outfit shots and tag the clothing brand.
Reddit recommendation threads - users ask for product advice and get real-world answers.
YouTube tutorial videos - creators demonstrate how to use software or tools.
Yelp restaurant reviews - diners document food quality, service, and ambiance.
Twitter complaint threads - customers publicly share service failures and resolutions.
GoPro action clips - users submit adventure footage filmed on the camera.
IKEA hack forums - fans post furniture modifications and DIY transformations.
Spotify playlist shares - listeners publish and promote their custom music collections.

Advantages and Limitations of Ugc

Advantages	Limitations
Builds genuine trust because peers, not brands, deliver the message.	Quality varies wildly, and poor content can damage brand perception.
Costs little to acquire compared to professional production shoots.	Legal rights are murky without explicit permission or licensing agreements.
Scales across platforms as users share content organically.	Negative reviews and complaints become permanent public records.
Improves SEO with fresh, keyword-rich text and long-tail phrases.	Brands cannot control timing, so campaigns rarely align with launches.
Boosts conversion rates on product pages with social validation.	Fake or incentivised UGC can trigger consumer backlash and distrust.
Provides authentic visuals that outperform stock photography.	Content may misrepresent product features or usage scenarios.
Engages community by making customers feel heard and valued.	Moderation requires constant monitoring to filter spam or abuse.
Offers diverse perspectives from different demographics and regions.	Viral negative content spreads faster than positive feedback.
Generates a continuous stream of fresh material without creative effort.	Most UGC lacks professional editing, hurting premium brand positioning.
Creates emotional connection through relatable, real-life storytelling.	Measurement is difficult because attribution to sales is indirect.

What Is Affiliate?

Affiliate is a performance-based marketing model where a publisher earns a commission for driving a desired action, usually a sale or lead, for a merchant. It exists to connect brands with external audiences that generate measurable revenue, shifting advertising cost from upfront fees to successful outcomes only.

Definition of Affiliate

Affiliate is a contractual arrangement in which an independent partner promotes a merchant's products or services through a unique tracking link, receiving a predetermined commission for each verified conversion. This conversion is typically a completed sale, a qualified lead, or a specific action, with compensation strictly contingent on the tracked result.

Key Characteristics of Affiliate

Characteristic	What It Means in Practice
Performance-based pay	Publishers earn only after a verified sale, lead, or action occurs, eliminating wasted ad spend.
Unique tracking links	Each partner gets a coded URL that attributes conversions back to their specific promotional efforts.
Commission structure	Payment is a fixed amount or a percentage of the sale value, agreed upon before promotion starts.
Third-party network	Many programs run through platforms that handle tracking, reporting, and payouts for both parties.
External audience reach	Merchants leverage the affiliate's existing readership, subscriber base, or social following to find new customers.
Content integration	Promotion appears as reviews, comparison articles, or resource lists rather than traditional banner ads.
Cookie duration	Attribution windows vary, typically 24 hours to 30 days, determining how long a click remains credited.
Low upfront risk	Merchants pay only for results, making it a low-cost channel compared to paid advertising campaigns.
Scalable partnerships	Programs can onboard hundreds of partners simultaneously without increasing fixed marketing costs.
Data transparency	Real-time dashboards show clicks, conversions, and earnings, enabling both sides to optimise performance.

Common Examples of Affiliate

Amazon Associates – the largest affiliate program, paying site owners a percentage on product purchases made through their links.
Shopify Affiliate Program – rewards bloggers and YouTubers with recurring commissions for referring new merchant subscribers.
Bluehost Affiliate Program – pays web hosts and tech reviewers generously for each customer who signs up for hosting plans.
Fiverr Affiliates – lets freelancers and marketers earn a cut when they refer new buyers or sellers to the gig marketplace.
NordVPN Affiliate Program – cybersecurity and tech sites earn high payouts for promoting VPN subscriptions to privacy-conscious readers.
HostGator Affiliate Program – offers flat-rate commissions for each referred hosting customer, a staple income source for web designers.
SEMrush Affiliate Program – digital marketing bloggers earn recurring revenue by promoting this SEO and content marketing tool suite.
Booking.com Affiliate Partner – travel sites and bloggers earn commissions on hotel bookings completed by their referred visitors.
Skillshare Affiliate Program – educators and content creators earn a fee for driving new premium memberships to the learning platform.
Rakuten Advertising – a global network connecting publishers with thousands of retail brands, from fashion to electronics, under one dashboard.

Advantages and Limitations of Affiliate

Advantages	Limitations
Cost is directly tied to results, so every dollar spent on commissions has already generated a measurable conversion.	Affiliates can use aggressive or spammy tactics, damaging the merchant's brand reputation through low-quality placements.
It provides access to niche audiences that the merchant cannot easily reach through its own organic or paid channels.	Without strict oversight, affiliates may bid on branded keywords, cannibalising the merchant's existing paid search traffic.
Scaling is straightforward because adding more partners typically increases sales without requiring a larger internal marketing team.	Affiliate traffic is often less loyal, as visitors are motivated by the publisher's content, not direct brand affinity.
Tracking technology gives precise attribution, allowing merchants to see exactly which partner generated each sale.	Fraudulent activity, such as fake clicks or self-referrals, can inflate costs and skew performance data significantly.
It is a low-risk entry channel for new products, enabling market testing without committing to large advertising budgets.	Cookie-based attribution fails to credit affiliates when a customer returns directly to the site days later to complete a purchase.
Affiliates create persistent content, such as reviews and tutorials, that continues to generate sales long after the initial post.	High-performing affiliates hold significant bargaining power and may demand higher commissions or exclusive deals over time.
Merchants only pay for completed actions, making it a highly efficient use of marketing budget compared to impressions.	Managing hundreds of affiliates requires dedicated software and staff time to monitor compliance, creatives, and payouts.
It expands brand visibility across hundreds of unrelated websites, increasing overall search presence and digital footprint.	Affiliate links can conflict with direct sales funnels, creating internal competition for the same customer's final purchase decision.
Programs can be launched quickly with standard terms, allowing a merchant to start generating referrals within days.	Affiliate content is often shallow and keyword-driven, providing little genuine value to users and risking search engine penalties.
Recurring commission models reward affiliates for building long-term customer relationships, not just one-time transactions.	Market saturation means many programs face intense competition, driving commission rates down and reducing partner motivation.

Similarities Between Ugc and Affiliate

Shared Aspect	How Ugc and Affiliate Are Alike
Content Creation	Ugc and affiliate both rely on external creators producing original content to promote products.
Core Purpose	Ugc and affiliate both aim to drive consumer engagement and increase sales conversions.
Marketing Category	Ugc and affiliate both fall under performance-based and peer-influenced marketing strategies.
Primary Input	Ugc and affiliate both require authentic product experiences and genuine creator opinions.
Key Output	Ugc and affiliate both generate persuasive media like reviews, videos, and social posts.
Target Users	Ugc and affiliate both target potential buyers researching products before making decisions.
Creator Base	Ugc and affiliate both recruit everyday users, influencers, and niche enthusiasts as creators.
Workflow Stage	Ugc and affiliate both involve a discovery, creation, approval, and publishing workflow.
Platform Usage	Ugc and affiliate both distribute content across social media, blogs, and video platforms.
Trust Mechanism	Ugc and affiliate both leverage peer credibility rather than direct brand advertising.
Authenticity Need	Ugc and affiliate both demand honest, relatable messaging to maintain audience trust.
Content Format	Ugc and affiliate both use photos, unboxings, tutorials, and testimonials as formats.
Brand Partnership	Ugc and affiliate both involve formal collaborations between brands and independent creators.
Compensation Model	Ugc and affiliate both often pay creators based on performance or usage rights.
Quality Standards	Ugc and affiliate both require adherence to brand guidelines and content quality checks.
Legal Compliance	Ugc and affiliate both must follow disclosure regulations and advertising standards.
Content Rights	Ugc and affiliate both involve licensing agreements for content usage rights.
Tracking Methods	Ugc and affiliate both use links, codes, and pixels to track content performance.
Performance Metrics	Ugc and affiliate both measure clicks, conversions, and return on investment.
Audience Reach	Ugc and affiliate both extend brand reach through creators' existing follower bases.
Cost Structure	Ugc and affiliate both offer lower upfront costs compared to traditional advertising.
Risk Exposure	Ugc and affiliate both carry risks of off-brand messaging or creator misconduct.
Scalability Factor	Ugc and affiliate both scale by onboarding more creators and expanding content volume.
Data Collection	Ugc and affiliate both generate consumer insights and behavioral data for brands.
Campaign Agility	Ugc and affiliate both allow rapid campaign launches and quick creative pivots.
Maintenance Effort	Ugc and affiliate both require ongoing relationship management and content refreshment.
Long-Term Value	Ugc and affiliate both build lasting brand awareness and sustainable customer acquisition channels.
Search Impact	Ugc and affiliate both improve organic visibility through fresh, relevant third-party content.
Feedback Loop	Ugc and affiliate both provide direct consumer feedback that informs product improvements.
Community Building	Ugc and affiliate both foster engaged communities around brands and product categories.

Ugc or Affiliate: Which Should You Choose?

The deciding variable is your primary business goal. Choose Ugc if you need authentic social proof and engagement; choose Affiliate if you need direct, trackable sales. For most brands, Ugc wins for awareness, while Affiliate wins for conversion at the bottom of the funnel.

When to Use Ugc

Choose Ugc when you need authentic social proof or higher engagement rates on owned channels. It works best with limited budgets (often free or product exchange) and for building brand trust early in the customer journey. Use it for product launches or when your goal is community building, not immediate revenue.

When to Use Affiliate

Choose Affiliate when you need predictable, scalable revenue and performance-based marketing. It suits established products with proven demand and larger budgets for commission payouts. Use it for direct response campaigns, evergreen sales funnels, or when you need measurable ROI on every dollar spent, not just likes or shares.

Common Misconceptions About Ugc and Affiliate

Common Myth	The Reality
Ugc and affiliate marketing are the same business model.	Ugc is content creation for a fee, while affiliate is performance-based sales earning commissions on conversions.
You must choose between Ugc and affiliate; you cannot do both.	Many creators combine Ugc for upfront income and affiliate links for passive, ongoing revenue from the same audience.
Affiliate marketing requires a large following to make money.	Affiliate success relies on niche relevance and trust, not follower count; small audiences convert well with targeted content.
Ugc is just another word for influencer marketing.	Ugc is brand-owned content made by creators for ads, while influencer marketing involves posting content on the creator's own channels.
Affiliate links always get you banned from platforms.	Affiliate links are allowed on most platforms if disclosed properly; Ugc has no link-sharing requirement at all.
Ugc creators never see the final performance of their content.	Ugc contracts often include usage rights and performance metrics, but payment is fixed regardless of ad results.
Affiliate income is passive and requires zero ongoing work.	Affiliate requires constant content updates, SEO maintenance, and link monitoring to sustain earnings over time.
Ugc is only for beauty and fashion products.	Ugc spans tech, finance, home goods, and B2B services, producing authentic testimonials for any consumer category.
Affiliate marketers must buy the product before promoting it.	Affiliate marketers often use free trials, demos, or brand-provided samples; purchasing is optional, not mandatory.
Ugc and affiliate require you to show your face on camera.	Ugc includes screen recordings, unboxings, and voiceovers; affiliate works with written reviews and comparison tables.
Affiliate programs pay you instantly after a sale.	Affiliate commissions have holding periods (30-60 days) to cover refunds, so payout is delayed, not immediate.
Ugc content is always low-quality and amateurish.	Ugc is professionally produced to look authentic, using real lighting, scripts, and editing while keeping a native feel.
You need a blog to succeed in affiliate marketing.	Affiliate works via YouTube, TikTok, email newsletters, and forums; a blog is one channel, not a requirement.
Ugc is free content that brands can use without payment.	Ugc is licensed work; brands pay creators for usage rights, often with fees ranging from $100 to $1000 per asset.
Affiliate marketing is a get-rich-quick scheme.	Affiliate builds over months with testing, content volume, and audience trust; most earn modestly before scaling.
Ugc creators own the rights to their content forever.	Ugc rights are transferred to the brand per contract, with usage limited to agreed platforms and time periods.
Affiliate links hurt your website's SEO rankings.	Affiliate links with rel="sponsored" attributes do not harm rankings; Ugc has no SEO impact on your site.
Ugc is only for paid ads, not organic social posts.	Ugc performs well organically too, boosting engagement on TikTok and Instagram Reels without ad spend.
Affiliate marketers can promote any product without testing it.	Untested affiliate promotions damage trust and increase refunds; top affiliate marketers verify products before recommending them.
Ugc requires professional equipment and expensive cameras.	Ugc is shot on smartphones with natural lighting; Ugc quality depends on storytelling, not gear cost.
Affiliate cookies track every purchase a customer ever makes.	Affiliate cookies expire (typically 7-30 days), so later purchases without the link do not earn commission.
Ugc and affiliate are mutually exclusive career paths.	Ugc builds portfolio credibility that attracts affiliate partnerships; affiliate income funds Ugc production costs.
Affiliate marketing is saturated and impossible for new entrants.	Affiliate niches like niche software and local services remain underserved; Ugc helps differentiate new affiliate entrants.
Ugc is not a legitimate full-time income source.	Ugc creators earn $3,000-$10,000 monthly with consistent client work, making it a viable full-time career.
Affiliate links must be shortened to hide their affiliate nature.	Disclosed, clean links build trust; Ugc requires no links, so hiding affiliate status is a compliance risk.
Ugc is only for short-form video like TikTok.	Ugc includes long-form YouTube reviews, Instagram carousels, and even written testimonials for websites.
Affiliate marketers cannot use Ugc in their strategy.	Affiliate marketers commission Ugc creators to produce authentic reviews, boosting conversion rates on their pages.
Ugc has no measurable ROI for brands.	Ugc is measured by ad performance, engagement rates, and conversion lift, often outperforming studio ads.
Affiliate marketing requires you to hold inventory or ship products.	Affiliate is purely promotional; the merchant handles inventory and shipping, while Ugc involves no product handling.
Ugc and affiliate both require you to be a social media expert.	Ugc focuses on content craft; affiliate focuses on audience targeting, and neither demands platform mastery upfront.

Conclusion

Difference Between Ugc and Affiliate comes down to intent: UGC builds authentic social proof, while affiliate marketing drives tracked sales. Choose UGC when you need trust and engagement. Choose affiliate when you need measurable conversions and revenue. Both work best together, but your primary goal decides the winner.

FAQs on Difference Between Ugc and Affiliate

What is the difference between UGC and affiliate marketing?: UGC is unpaid content created by customers about a brand, while affiliate marketing is a performance-based system where partners earn a commission for driving sales through tracked links.
Which is better for a new brand, UGC or affiliate marketing?: UGC is better for a new brand because it builds authentic social proof and trust quickly, whereas affiliate marketing requires a proven product and established conversion rates to attract partners.
Does UGC cost more than running an affiliate program?: UGC typically costs less upfront because you pay a flat fee per video or gift products, while affiliate programs cost a percentage of each sale, which scales with your revenue.
Is using UGC creators risky for my brand reputation?: Using UGC creators carries a moderate risk because their content is unscripted and less controlled, so a poorly made or off-brand video can reflect negatively on your image.
Can UGC content be used in affiliate marketing campaigns?: Yes, UGC content is highly effective in affiliate campaigns because affiliates can share authentic creator videos to boost conversions, provided you have permission and proper licensing for the footage.
What is a common beginner mistake when mixing UGC and affiliate strategies?: A common beginner mistake is failing to disclose the affiliate relationship, which violates FTC rules and erodes the authenticity that makes the UGC content effective in the first place.
Are UGC and affiliate marketing interchangeable terms?: No, UGC and affiliate marketing are not interchangeable because UGC is a type of content created by users, while affiliate marketing is a compensation model for driving sales, and you can have one without the other.
How do UGC and affiliate marketing work together for a product launch?: For a product launch, UGC creators generate buzz with authentic reviews while affiliates amplify that content to their audiences, combining social proof with performance-based distribution for maximum reach.
Can I switch from a UGC strategy to an affiliate program later?: Yes, you can switch from a UGC strategy to an affiliate program later, but you should transition gradually by recruiting affiliates from your best-performing UGC creators to retain their authentic voice.
Which is safer for consistent sales, UGC or affiliate marketing?: Affiliate marketing is safer for consistent sales because it is performance-based and only pays for results, whereas UGC provides engagement but does not guarantee direct revenue or trackable conversions.