Repeat revenue
Drive the second purchase.
The single behavior that compounds every downstream metric. Ship it as an Outcome-Based Incentive with a capped budget and a pre-agreed measurement window.
One behavior
Second purchase within 30 days of the first — measured against a baseline.
Fit-for-purpose mechanism
Merchant-funded value credit sized to expected margin on the next basket.
Per-customer cap
Hard cap on payout per customer — enforced by the optimizer.
Baseline read
Randomized holdout on eligible first-time buyers; profit-first KPI.
Ship the second-purchase behavior.
One behavior, one capped budget, one measurement window.