Most eCommerce brands launch an affiliate program with one goal: more sales. But if "more sales" is your only KPI, you’re missing the bigger picture. A well-structured affiliate program is more than just a revenue driver—it’s a performance marketing engine that, when optimized, can scale your business exponentially.
The problem? Many brands don’t set clear, measurable KPIs. And without them, how do you know if your program is actually working?
Let’s break down the essential KPIs you should track to ensure your affiliate program is not just running—but thriving.
The Most Important KPIs for Your Affiliate Program
1. Revenue Generated
Let’s start with the obvious one. The total revenue your affiliates drive is a core metric, but don’t stop there. Break it down by:
- New vs. Returning Customers – Are affiliates bringing in new business or just discounting repeat buyers?
- Average Order Value (AOV) – Are affiliates attracting high-value customers or just low-ticket buyers?
2. Conversion Rate
Affiliate traffic is great, but how much of it converts? Track:
- Click-to-Sale Conversion Rate – The percentage of affiliate-referred visitors who make a purchase.
- Comparison to Other Channels – How does affiliate traffic convert compared to paid ads or email marketing?
If your conversion rate is low, you may need to optimize landing pages, improve your offer, or work with higher-quality affiliates.
3. Customer Acquisition Cost (CAC) vs. Return on Investment (ROI)
Affiliates should be your lowest-risk acquisition channel. Measure:
- Cost per Acquisition (CPA) – How much are you paying per sale vs. other channels?
- ROI on Affiliate Spend – Compare affiliate payouts to revenue generated. A well-run program should have a high ROI.
4. Active Affiliates vs. Total Affiliates
Having 500 affiliates sounds great—until you realize only 20 are actually driving sales. Track:
- Percentage of Active Affiliates – How many affiliates are consistently driving revenue?
- Recruitment vs. Activation Rates – Are you bringing on affiliates who take action, or just filling seats?
5. Affiliate Contribution to Overall Sales
Affiliate marketing shouldn’t be a small slice of your revenue—it should be a growth driver. Monitor:
- Affiliate Channel Percentage – What percentage of total sales come from affiliates?
- Comparison to Other Channels – How does affiliate revenue stack up against paid ads, email, and organic?
6. Customer Lifetime Value (LTV) of Affiliate-Referred Customers
Are affiliate-driven customers sticking around? If your LTV is low, you may be attracting discount-focused buyers who don’t return. Analyze:
- LTV by Source – Compare affiliate-acquired customers to those from other marketing efforts.
- Retention Rate – Are these customers making repeat purchases?
How to Track These KPIs Effectively
Most affiliate networks provide built-in tracking tools, but you should integrate affiliate data with your overall analytics. Here’s how:
✔ Google Analytics & UTM Tracking – Measure affiliate traffic behavior beyond the sale.
✔ Affiliate Network Reports – Leverage dashboards from platforms like Impact, ShareASale, or Refersion.✔ Custom Dashboards – Connect affiliate data to a marketing dashboard for a holistic view.
Final Thoughts
Affiliate marketing isn’t a "set it and forget it" channel. If you’re not tracking the right KPIs, you’ll either undervalue the channel or waste money on affiliates who don’t perform.
By setting clear KPIs, consistently analyzing performance, and making data-driven optimizations, your affiliate program can become one of your most profitable marketing channels.
Ready to optimize your affiliate program? Start by tracking these metrics today.