30 Affiliate Marketing KPIs to Track in 2026

The more eyes. The more opportunities. 

Get into the planet of affiliate marketing. You’ll see that it’s full of data. 

This can be too much to handle. 

How do you know which numbers actually matter? The secret isn't more work. Rather, it’s about knowing which stats to watch.

If you ignore the right affiliate marketing metrics, you're just guessing. You may waste money on the wrong partners. You may miss your best performers. 

But these key numbers show you what's working. They help you stop losing cash and start making smart moves. 

Your profit depends on it.

Why KPIs and Metrics Matter In Affiliate Marketing? 

Prove Value

Show that your affiliate program makes money.

Smart Budgeting

Spend your money on what works best.

Find Star Affiliates 

Identify your best affiliates and reward them.

Spot Problems

Catch issues early. Like fraud or low-quality traffic. 

Make Better Decisions

Use real data, not guesses, to grow.

• See your real growth with TrackReward!

Top 8 KPIs for Affiliate Marketing

1. Conversion Rate

The percentage of clicks that turn into a sale or lead. 

It shows how efficient your affiliates are. The higher rate means their audiences are solid and ready to buy. 

On average, programs often see a conversion rate between 1% and 3% (Source: Impact.com). But it can go up to 10%. 

• Formula: Sales / Clicks x 100
• Why It Matters: Measures the quality of traffic. 

2. Earnings Per Click

The average money you earn for each affiliate link click. 

This tells you the earning power of every click. That way, you can compare different affiliate offers. 

A high EPC means more efficient campaigns and better-earning potential for affiliates. It guides where to focus your efforts.

• Formula: Total Commission Earned / Total Clicks
• Why It Matters: It shows how much money each click brings. That helps prove your affiliate traffic is profitable. 

3. Average Order Value 

The average amount spent by a customer per order. 

It tracks how much people spend when they buy through your link. The value varies widely based on the industry and products.

Affiliate channels often see a 10-15% higher AOV, while the average is $125. 

• Formula: Total Revenue / Number of Orders
• Why It Matters: Increasing AOV boosts your revenue without needing more traffic. 

4. Customer Lifetime Value

The total revenue you expect from a single customer over time. 

This KPI looks beyond the first purchase and values long-term loyalty. It gives brands confidence to invest more in affiliates. CLV should be much higher than your cost to acquire them. 

• Formula: Average Order Value x Purchase Frequency x Customer Lifespan
• Why It Matters: CLV helps you determine which products bring the most long-term revenue. It maximizes future profits from each customer. Affiliates who bring loyal customers are super valuable. 

5. Return On Investment

The overall profitability of your affiliate program. 

It shows the return you get for the money you put in. A positive ROI indicates higher success and scale. 

85% of companies use affiliate marketing for higher, cheaper ROI. Marketers mostly aim for ROIs of 10% or higher.

• Formula: [(Revenue - Cost) / Cost] x 100
• Why It Matters: It proves your program’s financial success. Affiliate marketing often delivers a very high ROI. Sometimes $16 for every $1 spent. 

6. Click-Through Rate

The percentage of people who click your link after seeing it. 

This metric measures how appealing your content or ad is. It gives you a real-time pulse on your campaign’s visibility and engagement. A higher CTR means that more people are resonating with your links. 

The average CTR is often between 0.5% and 1%. 

• Formula: (Clicks / Impressions) x 100
• Why It Matters: It shows how effectively your affiliate content  attracts potential customers. 

7. Cost Per Acquisition 

The average cost to acquire a new customer. 

This metric controls your spending. You pay a set commission only when a sale happens. A low CPA brings profitable business and an expanded customer base. 

As per a common rule of thumb, a good CPA is about 1/3rd of the CLV. 

• Formula: Total Affiliate Cost / Number of New Customers
• Why It Matters: The CPA tells you if you're spending your money wisely. Plus, it checks whether a new customer is worth more than what you pay to find them. 

8. Return On Ad Spend

The revenue earned for every dollar spent on ads.

It helps you figure out the best (and worst) performing strategies. That way, you can allocate budgets efficiently. If you pay to promote affiliate links, this measures ad success. 

A good ROAS is often between 200% and 400%. 

• Formula: (Revenue from Ads / Cost of Ads) x 100
• Why It Matters: It shows if your ad spending is profitable. With this, you can assess the efficiency of your ad efforts in promoting products. 

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Traffic & Engagement Metrics

9. Revenue Per Visitor 

The average revenue generated from each website visitor.

It values the visitor, not only the click. Plus, it gives a true picture of traffic quality. On average, an affiliate site earns $149.76 per 1,000 visitors. 

• Formula: Total Affiliate Revenue / Total Visitors
• Why It Matters: It helps you understand the real value of your traffic sources. With this, you can compare against other traffic sources for your overall marketing mix. 

10. Revenue Per Click 

The average revenue generated for each click on your affiliate link.

This metric uses total revenue. Not just your commission. It shows the total value a click drives for the merchant. This helps them value your traffic. A higher RPC means better monetization of your traffic. 

Typically, the average RPC is about $0.45 across major affiliate networks. 

• Formula: Total Revenue / Total Clicks
• Why It Matters: RPC works to guide budget allocation, identify top channels, and optimize bids to maximize ROI. 

11. Affiliate Link Click-to-Sale Time

The time between a user clicking your link and making a purchase.

A short time means the affiliate’s audience has a strong intent to buy. Longer means the customer needs more nurturing. 

Standard is 30 days. Then again, it might be as soon as 24 hours or as long as 90+ days. 

• Formula: None
• Why It Matters: Knowing this helps set proper cookie durations. It also shows buyer intent.

12. Traffic Source Distribution

A breakdown of where your affiliate traffic comes from.

It measures the percentage or proportion of visitors coming from different sources. The source can be a website, app, SEO, social media, or email. 

About 50% of affiliate traffic often comes from organic search (Source: Parnero). 

• Formula: None
• Why It Matters: You can double down on the best sources with this metric. 

13. Affiliate Engagement Rate

How active and involved your affiliates are.

It measures if they log in, use your materials, and run promotions. Engaged affiliates perform better. 

A good rate is typically between 40% and 50% (Source: Parnero). 

• Formula: (Engaged Affiliates / Total Affiliates) x 100
• Why It Matters: This metric helps you understand how effectively an affiliate drives a meaningful audience. 

Program Health & Quality Metrics

14. Affiliate Program Activation Rate

The percentage of signed-up affiliates who become active promoters.

This metric helps show how many approved affiliates actually start promoting. 

A higher rate means your program is attractive. This results in increased market reach and revenue growth. A good benchmark is 10% or more (Source: Partnero).

• Formula: (Active Affiliates / Total Signed-Up Affiliates) x 100
• Why It Matters: It reveals whether your program is motivating affiliates to take action early. That way, you can spot gaps in your onboarding. 

15. Platform Conversion Rate

The conversion rate for sales happening on the merchant's website.

This is the final step. It shows if the merchant’s checkout process is effective.

• Formula: None 
• Why It Matters: Even with great clicks, a poor website can kill sales. This helps identify that bottleneck.

16. Time to First Purchase

How long does it take for a new affiliate-referred visitor to make their first buy?

It also means how long it takes a new affiliate to generate their first sale.  This metric typically measures purchase intent and how effective the affiliate is at preselling. 

A short time shows high intent. A long time needs better follow-up.

• Formula: Date of Purchase - Date of First Interaction
• Why It Matters: Shows how fast new affiliates start producing measurable results. 

17. Affiliate Retention Rate

The percentage of affiliates who stay active in your program over time.

It costs less to keep a good affiliate than to find a new one. High retention means a healthy program. 

A good retention rate is typically around 30%. However, strong programs can achieve 80%. 

• Formula: [(Ending Affiliates - New Affiliates) / Starting Affiliates] x 100
• Why It Matters: Reflects the long-term health and sustainability of an affiliate program. 

18. Affiliate Fraud Rate

The percentage of fraudulent and invalid activity in your program.

High fraud can inflate costs and reduce profits. This includes fake clicks, stolen credit cards, and other scams. 

Fraud wastes money. It's estimated that 17% of affiliate clicks are fraudulent. A good rate is under 1%.

• Formula: Total Fake or Poor Actions / Total Affiliate Actions
• Why It Matters: Knowing this metric can help you maintain program integrity and prevent financial losses. 

Financial Metrics

19. Cost Per Lead

The cost to acquire a new qualified lead through an affiliate.

CPL is used when the goal is a sign-up. Not a direct sale. It shows the price of capturing someone’s contact information. 

About 25% of affiliate leads can be fake or low quality.

• Formula: Total Commission Paid to Affiliates / Number of Leads
• Why It Matters: It helps manage the cost of lead generation. 

20. Average Commission Rate

The average percentage or flat fee you pay per sale.

ACR is the primary incentive for your affiliates. It shows the payouts you give affiliates for every sale. This metric helps you understand how competitive your program is. 

Rates typically range from 5% to 30% (Source: Partnero).

• Formula: Total Commissions Paid / Total Sales Revenue
• Why It Matters: A competitive rate attracts good affiliates. Plus, knowing it can help keep payouts attractive while protecting your margins. 

21. Commission-to-Revenue Ratio

The portion of your affiliate revenue paid out as commissions.

This metric tracks the direct cost of running your affiliate program. It shows how much of your earned revenue goes to affiliate payouts.

A healthy ratio keeps your program profitable. As per Leaddyno, digital products can handle higher ratios (20-50%) than physical goods (5-15%). 

• Formula: (Total Commissions Paid / Total Revenue from Affiliates) x 100
• Why It Matters: Shows whether your affiliate program is financially sustainable. 

22. Affiliate Acquisition Cost

The average cost to recruit a new affiliate.

This metric shows how much you spend to grab one new affiliate. It includes spending on outreach, platforms, and promotions. 

Lower costs mean more effective growth. Higher costs mean weak targeting. 

• Formula: Total Recruitment Cost / Number of New Affiliates
• Why It Matters: Helps you budget and find the most cost-effective recruitment channels.

Growth Metrics 

23. Affiliate Program Growth

The rate at which your affiliate program is expanding.

APG shows the increase in new affiliates over time. This can be measured by new affiliate sign-ups or increased revenue. 

Faster growth leads to higher sales and brand reach. Slow growth may signal recruitment or program issues. 

The number of affiliate programs grows about 10% each year (Source: OptinMonster).

• Formula: (Number of New Affiliates over Current Period / Total Affiliates at Start of Period) x 100
• Why It Matters: Indicates the scalability and health of your affiliate program. 

24. Quarterly & Yearly Growth

The measurement of your program's progress over time.

It compares key metrics (like revenue or new affiliates) from one period to the next. Consistent growth shows a strong program. Declines show issues needing attention. 

• Formula: [(Present value - Initial value) / Initial value] x 100
• Why It Matters: It shows long-term trends. Plus, it proves if your strategies are working.

Customer-Centric Metrics

25. Customer Retention Rate

The percentage of affiliate-referred customers who make repeat purchases.

It shows if affiliates bring loyal, high-quality customers. High retention shows loyalty and satisfaction. 

Returning customers are 73% more likely to convert. They boost your CLV. Plus, it’s cheaper than getting new customers. 

• Formula: [(Ending Customers - New Customers) / Starting Customers] x 100
• Why It Matters: Shows how well your affiliates keep customers coming back. 

26. Active Affiliate Rates

The percentage of your total affiliates who are currently promoting you.

Not all affiliates are active. This shows your true promotional force. The more active they are, the higher the sales and program performance will be. 

High rates show strong engagement and motivated partner networks. Benchmarks are typically 10-30%.

• Formula: (Active Affiliates / Total Affiliates) x 100
• Why It Matters: You get to know how engaged your affiliates are. 

27. Reverse Chargeback

When a commission is taken back from an affiliate due to a refund.

This KPI is a key part of fair tracking. It helps correct errors or fraudulent claims. Managing it protects revenue and reduces losses. 

If a customer returns a product, the affiliate loses the commission.

• Formula: None
• Why It Matters: It protects merchants from paying commissions on invalid sales. 

28. Brand Awareness Score

A combined score measuring how affiliates boost your brand's visibility.

It uses metrics like clicks, impressions, and social engagement. Higher scores mean more people know and interact with your brand. 

56% of programs use affiliates for brand awareness (Source: LeadDyno). This proves their value beyond direct sales.

• Formula: None
• Why It Matters: Shows how well affiliates fuel brand visibility. 

29. Revenue Per Visitor

The average revenue generated from each visitor to your content.

It’s a broader view of how valuable your traffic is. This KPI shows how much value each visitor delivers to your business. Tracking RPV works to optimize marketing and monetization strategies. 

Higher RPV is equal to more valuable traffic. 

• Formula: Total Revenue / Total Visitors
• Why It Matters: Helps identify top-performing affiliates and channels.

30. Cross-Sell and Upsell Rates

How often do customers buy additional or more expensive products?

This measures the effectiveness of post-purchase recommendations.

• Formula: None
• Why It Matters: It increases revenue from an acquired customer. Plus, it makes your affiliate channel more valuable.

Ready to Track What Matters?

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This affiliate software makes monitoring all your KPIs easy. Get clear reports to grow your program smarter.

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FAQs

What is a good conversion rate for affiliate marketing?

A good rate is 1-3% on average. Top programs can achieve up to 10% in affiliate marketing. It measures how many clicks turn into a sale.

What is a KPI in affiliate marketing?

Key Performance Indicators are the most important numbers. They track your program's health, profit, and growth, like Conversion Rate and ROI.

How to make $10,000 per month with affiliate marketing?

Focus on high-value products. Attract quality traffic. Optimize for a high EPC and ROI. It requires consistent effort and strategic content.

Difference between KPIs and metrics in affiliate marketing? 

The difference lies in importance, purpose, number, and focus. KPIs are vital signs. Metrics are all general measurements.