What do you mean by “density”?


Density is the market share within the customer journey, expressed as a percentage. For
example: if you have 5 touchpoints in a customer journey and an affiliate represents 1 of these touchpoints, the affiliates’ density is 20%. Ideally, the customer journey density is high, it means that the affiliates’ incremental value is high too. When a customer journey has 5 touchpoints and all of these are represented by the same affiliate (100% density), it means that there are no other traffic sources needed to convert to a sale.