In traditional Web2 referral marketing, there is no way to ensure a conversion did happen. All trust is at the advertiser, or the affiliate network in between.

Example: Suppose I have a webshop, that I have promoted through an affiliate network.

If I build a script, that is not pushing the sales action on 10% of the referred sales to save money, there is no way the publisher will know or can prove that.

Same for the network, if it is offline for a few hours, it's hard to notice this as a publisher.

Referral marketing on web3, this is all not the case. The sales transaction is public, as is the relation between buyer and promoter.