Analytics Guide
Affiliate Marketing Analytics: Reporting Stack and Dashboards
Most affiliate dashboards show you clicks and sales. This guide shows you which metrics predict program health and growth.
Program Health Metrics
Active publisher ratio (active publishers / total publishers enrolled — healthy: >40%); Publisher GMV concentration (% from top 5 publishers — red flag: >70%); Tracking integrity rate (confirmed conversions / attributed conversions — should be >95%); Invalid traffic rate (should be <5% of clicks)
Publisher Performance Metrics
GMV, clicks, conversion rate, AOV, EPC, reversal rate (red flag: >15%), new vs. returning customer ratio (healthy: >30% new customers)
Program Growth Metrics
New publisher applications, approval rate, 30-day activation rate (publishers who generate ≥1 conversion within 30 days of approval — healthy: >25%), publisher retention rate (active at 6 months — healthy: >50%)
Attribution Metrics
Incrementality rate by publisher tier (% of conversions that are truly new customers — content publishers: target >40%); Cross-device conversion rate (conversions where click and purchase are on different devices); Multi-touch publisher overlap (how often multiple publishers are in the path)
Business Impact Metrics
Affiliate program ROAS (revenue / total cost including commissions + fees + management); Customer LTV by publisher source (90-day and 180-day LTV); Affiliate channel share of total customer acquisition
Build your affiliate reporting dashboard in Looker Studio using your network's API export — the 5 metric tiers above map to 5 dashboard pages: program health, publisher performance, growth, attribution, and business impact.
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