What Are Card Linked Offers (CLOs) and Why They Matter for Acquisition
Card linked offers (CLOs) are one of the fastest-growing tools in the performance marketing ecosystem. Once viewed as a niche tactic for banks and fintech apps, CLOs are now firmly established as a mainstream acquisition channel. With affiliate networks like Awin and Impact developing deeper integrations, CLOs are no longer siloed. They can feed transactions directly into the same platforms that brands already rely on for attribution and partner payouts.
This post breaks down what CLOs are, how they work from a technical perspective, and why marketers should be paying close attention.
What Are Card Linked Offers?
Card linked offers are promotions that consumers activate directly through their debit or credit card accounts. Instead of clicking a tracking link or redeeming a promo code, the consumer simply pays with the enrolled card and the offer is automatically applied.
These offers are typically surfaced in:
Banking apps and digital wallets
Fintech and rewards platforms
Card issuer portals (e.g., Capital One, Chase Offers, Amex Offers)
For the consumer, the process feels seamless. They shop as they normally would, and cash back or discounts are credited to their account automatically.
How Do Card Linked Offers Work?
The technical side of CLOs relies on secure integrations between card networks (Visa, Mastercard, Amex), issuing banks, and marketing platforms. Here’s a simplified breakdown:
Enrollment: The consumer opts into a CLO through their banking app, fintech tool, or rewards platform.
Card Registration: Their payment card is tokenized (for security) and tied to their account within the CLO platform.
Purchase Event: When the consumer makes a purchase with the registered card at a participating merchant, the transaction is flagged in the card network’s data feed.
Offer Match: The CLO platform matches the transaction against the offer criteria (merchant ID, MCC code, spend threshold, etc.).
Reward Issuance: The consumer’s account is credited automatically with cash back, points, or other rewards.
Attribution & Reporting: The merchant and CLO partner receive confirmation of the sale, allowing tracking of spend, CPA, and incremental lift.
This flow eliminates many of the traditional friction points in affiliate tracking, such as ad blockers, cookie deletion, or last-click attribution disputes.
Why CLOs Are a Powerful Acquisition Channel
CLOs solve some of the most persistent challenges in affiliate and performance marketing:
Frictionless for consumers: No links, no codes—just automatic savings.
Resilient to tracking loss: CLOs don’t depend on cookies or pixels.
High intent audiences: Banking app and fintech users are primed to transact.
Incremental revenue: Many CLOs focus on driving first-time purchases or re-engagement, aligning incentives with acquisition goals.
Clear ROI: Merchants see direct, bank-verified transaction data, making performance measurement more transparent.
If you’re more focused on the strategic impact of CLOs for acquisition and partner growth, we also break down why CLOs are becoming a cornerstone of affiliate strategy in our affiliate CLO strategy article.
Affiliate Networks and CLO Integration
Historically, CLOs operated outside the affiliate channel. Brands often had to manage CLO campaigns separately from their affiliate programs, creating operational silos and fragmented reporting.
That is changing quickly. Affiliate networks like Awin and Impact have begun integrating CLO transactions directly into their platforms. This means:
CLO-driven purchases can be tracked alongside traditional affiliate activity.
Merchants and agencies can apply their existing commission structures, validation rules, and approval workflows to CLO activity.
CLO publishers can join standard affiliate programs, eliminating the need for bespoke integrations.
For example, a CLO campaign run through a fintech app can now push verified transactions into the same reporting dashboard as a content partner or cashback site. This creates a unified performance view and simplifies partner management.
The Future of CLOs in Affiliate
As networks deepen CLO integrations, the once mutually exclusive worlds of affiliate and card-linked marketing are converging. This opens new opportunities for:
Hybrid commission models: CLOs running on CPA, CPO, or even incremental lift bonuses.
Cross-channel optimization: Comparing CLO ROI against influencer, content, or paid media partners within a single system.
Scaling partnerships: CLO publishers can be recruited and managed like any other affiliate.
Given the rise of fintech adoption and consumer comfort with card-based rewards, CLOs are set to become a cornerstone of affiliate acquisition strategy rather than a side channel.
FAQ
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Card linked offers are promotions connected directly to a consumer’s debit or credit card. When the consumer pays with the enrolled card at a participating merchant, the discount or reward is automatically applied.
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CLOs use secure integrations between card networks, banks, and marketing platforms. When a purchase is made, the card network flags the transaction, the CLO platform verifies it against offer criteria, and the reward is credited automatically to the consumer’s account.
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They reduce friction for consumers, are resilient to tracking loss, and rely on verified bank transaction data. CLOs often drive incremental revenue by targeting first-time customers or re-engagement campaigns.
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Yes. Traditionally, CLOs operated separately from affiliate programs, but affiliate networks such as Awin and Impact now integrate CLO transactions directly. This means CLO publishers can participate in standard affiliate programs with unified tracking and reporting.
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Networks like Awin and Impact have developed integrations that allow CLO transactions to flow into their platforms. This eliminates silos and gives brands one consolidated view of affiliate and CLO performance.