Affiliate marketing can be hugely rewarding for everyone involved, but success isn’t just about waiting for sales. To really see what’s working, you need to track the right affiliate marketing metrics.
These numbers show you whether your traffic is converting, if your partnerships are profitable, and where improvements are needed. In this article, we’ll break down 40 key metrics and KPIs in simple terms so you know exactly what to watch and why they matter.
1. Total Traffic Referred
In affiliate marketing, total traffic referred means the number of people who visit a brand’s website through an affiliate link.
For example, if you run a blog and 5,000 of your readers click your affiliate links in a month, that’s your referred traffic. From the brand’s side, it shows how many potential customers affiliates are sending their way.
It’s not just about quantity, though.
A big number looks nice, but what really matters is whether that traffic actually converts into sales. Still, this metric is the starting point for understanding the overall reach of your affiliate program.
2. Clicks
Clicks measure how many times people actually click on your affiliate links. This metric tells you if your links, placements, or promotions are getting attention.
For affiliates, more clicks usually mean that your content is engaging and persuasive. For brands, it shows how often affiliate promotions spark interest.
Clicks don’t guarantee sales, but they’re the first sign that people are curious enough to check out what’s being offered. If your clicks are high but sales are low, it might mean the landing page isn’t convincing, or the product isn’t a good match for the audience.
3. Impressions
An impression happens every time someone sees an affiliate link, banner, or ad – whether they click it or not.
This is about visibility rather than action.
For affiliates, impressions show how much exposure their content is getting. For brands, it’s a way to measure how often their offers are appearing in front of potential customers.
On its own, this metric doesn’t say much. But when you compare impressions to clicks, you can calculate click-through rate (CTR) and see how effective the content really is at catching attention.
4. Click-Through Rate (CTR)
CTR tells you the percentage of impressions that turn into clicks.
For example, if 1,000 people see an affiliate link and 50 click it, the CTR is 5%.
This metric is important because it connects visibility (impressions) with action (clicks). A high CTR usually means the placement, wording, or creative used for the link is appealing to the audience.
Both affiliates and brands track this closely because it highlights how persuasive the affiliate’s content is. A low CTR might suggest the offer isn’t attractive enough or the placement isn’t effective.
5. Conversion Rate (CR)
Conversion rate shows what percentage of people who clicked an affiliate link went on to complete the desired action, like buying a product or signing up for a service.
For instance, if 200 people click your link and 10 make a purchase, the conversion rate is 5%. This is one of the most important affiliate metrics because it directly measures effectiveness.
For brands, it shows how well their website and product offer turn visitors into customers. For affiliates, it’s proof that they’re sending quality traffic that actually converts, not just random clicks.
6. Number of Conversions / Sales
This metric counts how many actual sales or sign-ups happen through affiliate links. It’s the raw number of successful outcomes.
For affiliates, a higher number of conversions means their promotions are working. For brands, it’s proof that affiliate traffic is bringing in customers.
It’s simple but powerful: at the end of the day, conversions are what keep both sides motivated. Even if impressions or clicks look great, without conversions, the program isn’t delivering real results.
7. Net Orders
Net orders show how many sales remain after refunds, cancellations, or fraudulent activity are removed. It’s the “clean” number of valid transactions.
Brands watch this closely to understand the true value affiliates bring in, while affiliates use it to see how much of their work actually counts toward payouts.
This metric can highlight issues too.
If there’s a big gap between gross sales and net orders, it may point to high refund rates, unhappy customers, or even fraud.
8. Average Order Value (AOV)
AOV measures how much money customers spend on average per purchase through affiliate links.
For example, if affiliate-driven customers spend $50 on one order and $150 on another, the AOV is $100.
Brands track this because higher order values mean more revenue per customer.
Affiliates can also use it to identify which products bring in bigger commissions. Promoting higher-value items often results in fewer sales, but more earnings per conversion.
9. Earnings Per Click (EPC)
EPC shows how much money affiliates earn on average for every single click on their link. It’s a great way for affiliates to compare different programs.
For instance, if 100 clicks generate $200 in commissions, the EPC is $2. That means every click is worth an average of two dollars.
Brands also use this metric to see which affiliates send high-quality traffic. If an affiliate’s EPC is strong, it usually means they’re reaching the right audience with the right message.
10. Revenue Per Click (RPC)
RPC looks similar to EPC, but it’s from the brand’s perspective. It measures how much revenue each click from an affiliate generates.
For example, if 500 clicks bring in $1,000 in sales, the RPC is $2. This helps brands see which affiliates are delivering profitable traffic and which ones might not be worth the spend.
It’s also useful for spotting patterns.
If some affiliates drive clicks that consistently lead to high revenue, brands can prioritize those partnerships.
11. Earnings Per Visitor (EPV)
While EPC focuses on clicks, EPV looks at how much affiliates earn per actual visitor they send to a brand. This makes it a bit broader, because not every visitor clicks right away.
Think of it like this: if you send 1,000 people to a brand’s site and earn $500 in commissions, your EPV is $0.50.
It’s a handy way for affiliates to judge how valuable their audience really is, especially if they run blogs or social media where impressions matter just as much as clicks.
12. Cost Per Lead (CPL)
CPL is what brands pay affiliates for generating a qualified lead, not necessarily a sale. A lead could be a newsletter signup, a free trial registration, or someone filling out a form.
This metric is big in industries like SaaS, finance, or education, where the sales cycle is longer. Affiliates like CPL offers because they often convert faster than purchases, while brands use CPL to keep acquisition costs under control.
The key question for brands is always: are these leads turning into paying customers later?
13. Cost Per Sale / Acquisition (CPS / CPA)
CPS or CPA is the amount a brand spends to get one paying customer through affiliates. Unlike CPL, it only counts when money changes hands.
If a brand pays $50 in commission for each $200 sale, the CPA is $50. Brands love this metric because it’s clear-cut – they’re only paying when revenue comes in. For affiliates, it’s motivation to drive not just traffic, but buyers.
High CPA can be fine if the product has good margins, but if it eats into profits, it’s a red flag.
14. Return on Investment (ROI)
ROI is the ultimate check: are affiliates actually profitable for the brand?
It ’s the percentage of revenue generated compared to costs.
For example, if a brand spends $5,000 on affiliate commissions and related fees, but those affiliates drive $20,000 in sales, the ROI is 300%. Affiliates don’t usually calculate ROI themselves, but they should be aware of it.
If ROI dips too low, brands may cut commission rates or drop affiliates.
15. Return on Ad Spend (ROAS)
ROAS is similar to ROI but narrower.
It looks only at the ad spend vs. revenue generated. In affiliate marketing, it tells brands whether the money they’re paying out to affiliates is justified by the sales coming back in.
If $1,000 in commissions brings in $5,000 in sales, the ROAS is 5x. Brands rely on this ratio to decide whether to scale their affiliate program. Affiliates indirectly benefit too – if their traffic drives high ROAS, brands are more likely to keep investing in them.
16. New Affiliates
This tracks how many fresh partners join a brand’s affiliate program over a given period. For brands, it’s a sign of growth – a healthy program keeps attracting new talent.
But quantity isn’t everything.
Ten committed affiliates can be more valuable than a hundred who never send traffic. That’s why brands often compare this with “active affiliates” to see how many newcomers actually start performing.
17. Active Affiliates
Active affiliates are the ones actually driving traffic or sales, not just sitting on the roster.
It’s easy for a program to look big on paper, but if most affiliates never promote the product, the numbers mean little. This metric tells brands who’s really contributing. For affiliates, being in that “active” group matters, because it’s often rewarded with better commissions or exclusive offers.
18. Top Affiliates
Not all affiliates perform equally. Top affiliates are the small group that generates the majority of sales or revenue for a brand.
Think of the 80/20 rule: often, 20% of affiliates bring in 80% of results.
Identifying them helps brands build stronger relationships, offer bonuses, or provide custom creatives. Affiliates who make it into this group often get more attention, which can help them grow even further.
19. Top Products
This metric highlights which products affiliates are selling the most. It’s valuable for both sides.
For affiliates, knowing which products convert best means they can focus on what works and drop the rest. For brands, it shows what resonates with customers and which offers affiliates are motivated to push.
If one product dominates sales, it may even shape future promotions or bundles.
20. Number of New Customers
This measures how many first-time buyers came through affiliates, as opposed to repeat customers.
Brands track it because new customers expand their market and increase long-term revenue potential. Affiliates often highlight this metric to prove they’re bringing in fresh audiences, not just recycling existing customers. It’s especially important in industries with strong lifetime value, where acquiring one new buyer today could mean years of future sales.
21. New vs. Recurring Customer Ratio
This metric compares how many new buyers come through affiliates versus how many are repeat customers. Brands love this because it shows if affiliates are expanding their reach or just nudging loyal buyers to purchase again.
If the balance tips too heavily toward recurring customers, it might mean affiliates are targeting people already familiar with the brand. On the other hand, a healthy mix shows affiliates are helping grow the overall customer base.
22. Customer Retention Rate
Retention rate looks at how many affiliate-driven customers stick around and buy again over time.
For brands, it’s crucial: if affiliate-acquired customers churn quickly, the upfront commission may not pay off.
If they stay and keep purchasing, affiliates are delivering real long-term value. Affiliates often don’t track this directly, but knowing their traffic leads to loyal customers can strengthen their case for higher commissions.
23. Customer Lifetime Value (CLV)
CLV estimates how much revenue a single customer will generate for a brand during their entire relationship.
In affiliate marketing, brands compare CLV with what they spend on commissions. If a customer is worth $1,000 over time, paying $100 to acquire them makes sense. This metric gives brands confidence to invest more in affiliates. Affiliates who bring in high-value customers often become preferred partners.
24. Profit Margin
Profit margin measures how much of each sale’s revenue remains as profit after costs like commissions, production, and marketing.
It’s the ultimate filter for brands – because high sales numbers mean nothing if the margins are razor-thin.
Some affiliate campaigns bring volume but little profit, while others drive fewer but more valuable sales. Understanding margins helps brands decide which affiliates and offers are truly worth scaling.
25. Net Profit
Net profit takes it one step further: it’s the bottom line after subtracting every cost related to an affiliate program – commissions, software, management, and more.
This is the big picture metric brands care about most.
An affiliate program could look good on paper with high revenue, but if program costs eat up the gains, it’s not sustainable. Affiliates may not see this number, but it drives decisions about commission rates, promotions, and which partnerships stay active.
26. Affiliate Link Click-to-Sale Time
This metric tracks how long it takes for someone to buy after clicking an affiliate link. Sometimes it’s immediate, but other times it could be hours, days, or even weeks.
Brands use this to fine-tune their attribution windows.
If most sales happen within 48 hours of a click, there’s no need to credit affiliates for conversions a month later. Affiliates, on the other hand, like longer windows because it increases their chances of being rewarded for delayed purchases.
27. Bounce Rate
Bounce rate shows the percentage of people who leave right away after landing on a brand’s website from an affiliate link.
A high bounce rate can be frustrating.
For brands, it usually means the landing page didn’t match the promise of the affiliate content. For affiliates, it’s a clue that they may be sending the wrong audience or framing the offer poorly.
Reducing bounce rate often comes down to better alignment between the content and the landing page.
28. Lead Conversion Rate
This measures how many leads from affiliates turn into paying customers. It’s especially important in programs that pay per lead (CPL).
If affiliates bring in lots of leads but few buyers, brands may start questioning quality. On the flip side, if affiliates send smaller numbers of leads that convert really well, brands will value them more. It’s not just about lead volume – it’s about how many actually become profitable customers.
29. Reversed Sales Rate
Not every sale sticks. The reversed sales rate shows the percentage of affiliate-driven purchases that are refunded, canceled, or declined.
For brands, it protects against paying commissions on sales that don’t count. For affiliates, a high reversed rate is painful, since it means commissions vanish after the fact. It can also be a warning sign – maybe the product isn’t delivering on its promises, or the brand’s refund policy is too loose.
30. Fraud Rate
Fraud rate measures the share of affiliate traffic or sales that are flagged as suspicious or fake. This could mean fake leads, stolen credit cards, or bots clicking links.
Brands have to monitor this closely to avoid wasting money on fraudulent activity.
Affiliates, too, should care – programs with high fraud risk can lead to stricter rules or reduced commissions for everyone. A low fraud rate builds trust, while a high one can sink an affiliate program’s reputation.
31. Affiliate Commission Rate
This is the percentage or flat amount a brand pays affiliates for each conversion. Some programs offer 5% per sale, others pay $20 per signup.
For affiliates, it’s one of the first numbers they look at when choosing a program.
A higher rate doesn’t always mean better, though – if the product doesn’t sell, a high commission is meaningless. Brands use commission rates as a lever: increase them to attract more affiliates, lower them if margins get too tight.
32. Commission Payout Time
Commission payout time is how long it takes affiliates to actually get paid after earning a commission.
Some programs pay instantly, others once a month, and some hold payments for 30–60 days to allow for refunds. For affiliates, fast and reliable payouts build trust. For brands, longer payout windows reduce risk.
The balance matters – if payouts are too slow, affiliates may lose interest and switch to programs that pay quicker.
33. Cost of Affiliate Program
This metric adds up all the expenses of running a program – not just commissions, but also software, tracking tools, management, and creative production.
Brands track this to make sure the whole program is financially viable.
It’s possible for revenue to look strong but costs to quietly eat away profits. Affiliates don’t see this side directly, but if costs spiral, brands may cut commission rates or become more selective with partnerships.
34. Device / Platform Performance
Not all affiliate traffic is equal. Device performance looks at whether visitors are coming from mobile, desktop, or tablet, and how each group converts.
For example, an affiliate might send tons of mobile traffic, but if the brand’s site isn’t mobile-friendly, conversions will suffer.
Affiliates can use this data to decide where to promote, while brands can spot gaps in user experience that need fixing.
35. Traffic Source Distribution
This metric shows which channels affiliates use to send traffic: social media, blogs, YouTube, email, or even paid ads.
For brands, it’s about understanding where customers are coming from and which sources are most profitable. Affiliates can also use this insight to diversify their strategies. If one channel dries up – say, a social media algorithm change – having multiple sources ensures more stability.
36. Content or Placement Performance
This looks at which types of content or placements perform best – blog reviews, banner ads, social posts, or comparison articles.
For affiliates, it’s a way to double down on what drives clicks and sales.
For brands, it helps them understand what messaging resonates most with audiences. Sometimes a simple “how-to” guide converts better than flashy ads, and this metric uncovers those patterns.
37. Time Decay / Attribution Window Effects
Attribution windows decide how long after a click an affiliate still gets credit for the sale.
It might be 24 hours, 7 days, or even 30 days.
If the window is short, affiliates need quick conversions. If it’s long, they can benefit from delayed purchases.
Brands adjust these windows to balance fairness with accuracy – too long, and affiliates might get credit for sales they didn’t really influence; too short, and affiliates may feel shortchanged.
38. Churn Rate of Affiliates
Churn rate shows how many affiliates become inactive or drop out of a program over time.
For brands, high churn can signal poor engagement, uncompetitive commissions, or weak support.
A low churn rate usually means affiliates are happy and motivated. Affiliates themselves don’t track this directly, but they feel it – if lots of peers are leaving a program, it might be a red flag.
39. Share of Affiliate Revenue by Tier
This measures how much revenue comes from top affiliates vs. smaller ones. In many programs, a handful of affiliates generate most of the income.
For brands, this can be risky – if one or two big affiliates leave, revenue could drop sharply. That’s why brands use this metric to see if their program is too dependent on a few players, and to encourage more affiliates to step up.
40. Growth Rate of Affiliate Revenue
Finally, the growth rate tracks how fast affiliate-driven revenue is rising (or falling) over time.
Brands love this because it shows momentum.
A steady upward curve signals a healthy program, while flat or declining numbers suggest something needs fixing. Affiliates can also use it to evaluate long-term partnerships – if a brand’s revenue is growing thanks to affiliates, it’s a good sign that the program will stick around.
Final Thoughts on Affiliate Marketing Metrics
Tracking affiliate marketing metrics is the difference between guessing and growing.
Whether you’re a brand running a program or an affiliate promoting offers, these metrics help you measure performance, spot opportunities, and avoid wasted effort.
Some will matter more to you than others, but together they provide a complete picture of how effective your efforts really are. Keep an eye on these numbers, and you’ll be in a much stronger position to make smarter decisions and increase your results.
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