AMA knowledge base
Affiliate Marketing KPIs
Affiliate KPIs should reflect the programme objective. Revenue and ROAS can be useful, but brands may also need new-customer rate, kept revenue, active partners, conversion rate, CPA, assisted journeys, partner concentration and incremental contribution.
A balanced KPI set
Use commercial outcome metrics alongside channel-health metrics. The correct mix depends on whether the goal is acquisition, revenue, margin, awareness, international expansion or partner diversification.