Card-linked offers address digital advertising attribution gaps

Card-linked offers (CLO) are emerging as a solution to the attribution challenges faced by digital advertising channels like Google Ads. While traditional pay-per-click models track impressions and clicks, they often fail to confirm whether those interactions result in actual purchases.

CLOs function by attaching promotions directly to a customer’s payment card. When a transaction meets specific criteria, a reward is triggered automatically. This model ensures businesses only pay when a sale occurs. Stephanie Andrews, head of loyalty at Visa Oceania, noted that unlike pay-to-play channels, CLOs cost nothing if a customer does not redeem the offer.

In practice, a business can target specific demographics through banking or airline apps. For example, a customer might receive a cashback reward automatically upon tapping their card at a participating merchant, eliminating the need for manual promo codes or vouchers.