Price Comparison Sites (PriceRunner, Prisjagt) as an Influencer Marketing Tracking Channel

Two different things both called "price comparison"

A price comparison site like PriceRunner or Prisjagt shows a customer where a product is cheapest across several webshops, then sends the customer onward with a click. That sounds, at first glance, like the same risk cashback and deal sites pose to an influencer's tracking cookie — another third party the customer seeks out late in the purchase journey, with its own link to the same store. But the mechanism is structurally different: a cashback site is, in practice, almost always itself an affiliate partner inside the same network as the influencer, and therefore competes directly for the same commission and the same last click. A price comparison site can work the same way — or it can just as easily be something else entirely: a store paying for clicks through a product feed, with no shared network sitting between it and the influencer's own link at all. Which of the two models is actually in play determines whether there is a conflict worth worrying about in the first place.

PriceRunner: reported as a direct, click-based deal

PriceRunner is the Nordic region's largest price comparison service, operating in Sweden, Denmark, Norway and the UK; the fintech company Klarna completed its acquisition of PriceRunner on 4 April 2022, according to Klarna's own press materials. Several independent Danish affiliate-marketing sources (Danske Affiliates, KristianOle.dk) describe PriceRunner's business model as click-based: the webshop pays PriceRunner an amount per click that sends the customer on to the store's own page — not a percentage of the sale itself. PriceRunner's own publisher page could not be fetched directly during research for this article (the page requires JavaScript and returned no content on a standard fetch), so the click-based model is stated here as third-party-reported, not confirmed directly from PriceRunner's own documentation — treat it as likely, not as a fixed, verified fact, if you're negotiating your own deal. An independent implementation guide (Shoporama) describes webshops typically placing a tracking pixel on the order-confirmation page itself, which sends the full order value including VAT and shipping to PriceRunner for its own reporting — but that source, too, doesn't confirm whether the actual billing happens per click or is tied to the reported order value.

Prisjagt: the same click model, documented on its own site

Prisjagt describes its own model directly on business.prisjagt.dk (fetched 27 August 2026): a store can choose to be listed for free with limited visibility, or pay when a consumer clicks through to the store — "pay only for the traffic you receive." The store supplies its product data as an XML or CSV file following the Google Merchant standard, with information such as product name, brand, price and product codes. The arrangement can be cancelled with just one day's notice, and the store can track its own visibility and click statistics in Prisjagt's Business Center. As with PriceRunner, nothing in Prisjagt's own description mentions a shared network tracking cookie with a separate influencer programme — the model is described as a direct arrangement between Prisjagt and the individual store.

The third model: when price comparison is itself an affiliate network partner

The picture changes when a price-comparison placement is instead run through an ordinary affiliate network. Adtraction's own help centre describes exactly this: the network categorises its own partners into types, and names "comparison sites" as one type that — alongside "influencers" ("Instagrammers, bloggers and profiles with an audience on social media platforms") — works on the network's ordinary CPO/CPA commission model (cost per order/acquisition): the partner only gets paid when its click actually leads to a purchase. When a price comparison site is enrolled as a partner on exactly the same terms as an influencer in the same network programme, this is no longer two separate marketing costs — it's two partners competing for the same commission and the same customer, under the network's ordinary last-click rules, as described in when two creator links both claim the same sale.

Comparison

Why this matters for an influencer campaign

A customer sees an influencer's recommendation for a product but doesn't buy right away. A few days later, the customer searches the product name on PriceRunner or Prisjagt to check whether a better deal exists elsewhere, and clicks through to the store from there. What happens to the influencer's tracking cookie now depends on which of the two models above applies to that specific price-comparison placement: if it's a direct click deal (the PriceRunner/Prisjagt model), there's no commission conflict at all — the store simply pays an extra, separate click cost to the price comparison site, independent of whether the influencer also gets their commission under the network's ordinary rules for the influencer's own link. If the placement is instead an affiliate partner inside the same network as the influencer, there's a genuine conflict over the same last click, of exactly the kind two competing creator links already describes.

Worked example (hypothetical)

The numbers below are hypothetical and for illustration only. This is not a real Make Influence customer case, and none of the figures are benchmarks or PriceRunner's/Prisjagt's actual prices.

An influencer drives 1,000 clicks to a brand's webshop during a campaign period. The agreed commission is 15% of a DKK 500 average order value = DKK 75 per converted sale, and 150 of the 1,000 customers convert. Assume 30 of those 150 customers also visit a price-comparison placement along the way that's enrolled as an ordinary affiliate partner in the same network as the influencer.

Same 30 customers, same campaign — but an entirely different outcome for the influencer's reported result, depending purely on which commercial model sits behind that specific price-comparison placement.

Decision framework

• IF you don't know whether your own price-comparison placement (PriceRunner, Prisjagt or another) runs a direct click deal or is enrolled as a network partner → ask the store or media agency directly before concluding anything about whether it competes with the influencer.
• IF the placement is a network partner in the same programme as your influencers → treat it like any other affiliate partner, and use the same diagnostic approach as in when two creator links both claim the same sale.
• IF the placement is a direct click deal outside the network → it's a separate marketing cost, not a threat to influencer attribution, but it still counts toward your overall marketing budget.
• IF you see a rise in traffic from a price-comparison site in GA4 alongside a drop in an influencer's attributed sales → investigate which model is in play before reading the drop as a content problem; see how influencer tracking actually works for the underlying mechanics.

Common mistakes

• Assuming every price comparison site is automatically a threat to influencer attribution. It depends entirely on whether the specific placement is a network partner or a direct click deal — the two models have very different consequences.
• Confusing a price comparison site with a cashback or deal site. Both can, in principle, compete for the same last click, but the underlying mechanism and business model differ — see cashback and deal sites can overwrite an influencer's tracking cookie for the other variant.
• Treating an unconfirmed click-price figure as a fixed fact. Neither PriceRunner's nor Prisjagt's exact, current pricing was directly verifiable during research for this article — always ask the specific provider for your own price.

Make Influence's operational perspective

Make Influence's own tracking, as described in how influencer tracking actually works, doesn't run through an open network with configurable partner types — we don't have a built-in "price comparison" partner category to weigh the way Adtraction describes for its own network partners. But many of our brands separately run their own direct arrangements with price comparison services, or a separate affiliate programme through a network like Awin or Adtraction — and in that scenario, it's the terms of that arrangement or that network, not Make Influence's, that decide whether there's any competition for the same sale at all. Our recommendation is the same discipline as with cashback sites: know the actual commercial model behind each traffic source before reading a low number as a problem with the content itself.

FAQ

Can PriceRunner or Prisjagt overwrite an influencer's tracking cookie the way a cashback site can?

Not confirmed by either company's own public sources. Both are described as direct, click-based deals between the store and the price comparison site — not as a shared network cookie competing with a separate influencer programme. The risk only arises if the specific placement is instead enrolled as an ordinary affiliate partner in the same network as the influencer.

Does a brand pay both the influencer and PriceRunner or Prisjagt for the same sale?

It can happen, but it isn't the same problem as cookie overwriting. If the price-comparison site runs a direct click deal, the store pays a click price to the price-comparison site regardless of whether the influencer also gets their commission — that's two separate cost lines, not one commission shifting from one party to the other.

How do I find out which model my own price-comparison placement uses?

Ask the store, media agency or network directly whether the placement is a direct click deal or an enrolled affiliate partner in the same network as your influencer programme. It isn't visible from the outside, and the two models have different consequences for influencer attribution.

Does the same apply to every price comparison site, not just PriceRunner and Prisjagt?

Probably, but it should be checked for the specific site. This article documents the two named Danish/Nordic examples directly from their own sources — a different price comparison site could have a third model that resembles neither PriceRunner's/Prisjagt's direct deal nor Adtraction's network-partner model.

Should I remove price comparison sites from my marketing to protect influencer attribution?

No, nothing in this article supports that. Price comparison sites are a legitimate, well-documented traffic source. The point is to know the commercial model behind the specific placement, not to avoid the channel.