KPIs and reporting: which affiliate numbers matter

While total revenue is the headline figure, it doesn't tell the whole story. You must track your Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS) to ensure the channel is actually profitable.

At DIKKE KASSA, we focus on 'net' revenue—subtracting returns and cancelled orders. This gives a much more accurate picture of the value the affiliate channel is adding to your bottom line.

Incrementality measures whether a sale would have happened without the affiliate's involvement. This is the holy grail of marketing measurement and helps you justify your commission spend.

Use 'new customer rate' as a proxy for incrementality. Partners who consistently bring in customers who have never shopped with you before are far more valuable than those who just harvest repeat buyers.

Don't just look at the programme average; dive into the performance of individual partners. Identify your 'power players' and see if their success can be replicated elsewhere.

Monitor conversion rates and click-through rates (CTR) per partner. A very high conversion rate with low traffic might signal a voucher site, while high traffic with low conversion could be a brand awareness play.

Track the long-term value of customers acquired through the affiliate channel compared to other sources. If affiliate customers have a higher CLV, you can afford to pay a higher initial commission.

This data helps you move away from short-term thinking and build a programme that focuses on sustainable, long-term growth for your brand.

Automate your reporting so you have real-time access to your key metrics. A clear dashboard allows you to spot trends quickly and make data-driven decisions about commission changes or partner recruitment.

We provide our clients with detailed monthly reports that go beyond the basics. We translate the data into actionable insights, showing you exactly where to invest for the best return.