Module 7 · 23 min

Measure and improve performance

Read channel performance beyond top-line revenue and make better optimization decisions.

By the end you'll be able to: Build a useful scorecard that balances volume, profitability, customer quality and partner contribution.

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Visual guide

Real referral vs. hijacked sale

Genuine

Reads review Clicks link 2 days later Buys

Hijacked

Already at checkout coupon add-on injects a click 3 seconds later Buys

Attribution window: 30 days

Purchase on day 21: credited to the partner.

Fraud often looks like a click right before checkout that 'steals' credit. Fraud checks hold these for review.

1. Build a balanced scorecard

Track revenue and conversion alongside commission, total cost, approval rate, return rate, new-customer mix, active partners and concentration. Definitions must remain consistent over time.

Gross sales and approved sales are different.
Averages can hide partner-level differences.
Document the source and timing of every KPI.

2. Ask whether value is incremental

Attribution shows which partner received credit under the rules. Incrementality asks what would have happened without the partner. Use thoughtful tests, customer analysis and journey data rather than assuming either answer.

Attributed does not automatically mean incremental.
Last-click data is one view of the journey.
Test design should fit volume and business constraints.

3. Optimize without teaching to one metric

Review partner-level economics and customer quality, then change rates, support, placements or recruitment priorities deliberately. Watch for unintended behavior after any incentive change.

Reward the value you can measure responsibly.
Investigate sudden changes before reacting.
Protect partner trust when changing terms.

Manager checklist

Define approved revenue and total cost.
Track active partners and concentration.
Segment new and existing customers.
Review reversals and unusual patterns.
Record the hypothesis behind each optimization.

Worked example

Two partners, different value

Partner A drives more orders, but many are existing customers using a late-stage code. Partner B drives fewer orders with stronger new-customer mix and lower returns. A useful scorecard makes the trade-off visible before budgets change.

Common mistake

Reporting gross attributed revenue as proof of channel impact. It can ignore cancellations, costs, existing demand and other marketing touches.

Knowledge check

What does attributed revenue prove by itself?

Key terms

AOV — Average Order Value: The average amount a customer spends per order.
Attribution: The rules deciding which partner or channel gets credit for a sale.
Conversion rate (CR): The share of clicks that turn into the desired action.
Deduplication: Removing duplicate credit when several channels claim the same sale.
EPC — Earnings Per Click: How much a partner earns, on average, for each click they send you.
Incrementality: Sales that would not have happened without the partner.
ROAS — Return On Ad Spend: Revenue generated for every dollar spent on the channel.

Full glossary →

Run it on AFFN

Fraud protection is included

Sale Defend scores every sale on AFFN and holds risky ones for review — normally $200/month, included free.

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