Resource Guide
Affiliate Performance Reporting: What to Measure and How to Present It
Reporting is how affiliate programs prove their value to the business. Here is the reporting framework that gets affiliate budget approved.
The 5-Section Reporting Framework
Executive Summary (Monthly)
Total GMV, % of total revenue, MoM growth, top 3 publishers, one key insight. The executive summary fits on one slide and answers the question every stakeholder asks first: "Is affiliate growing, and by how much?"
Publisher Performance Table
Publisher name, tier, GMV, clicks, CVR, EPC, commission paid, ROAS — sorted by GMV descending. This table is the operating backbone of the report. It shows who is driving value and surfaces underperformers for action.
Trend Analysis
12-week rolling GMV chart, publisher tier mix over time, new vs. returning customer ratio from affiliate traffic. Trends reveal structural shifts — a rising coupon share or declining T1 GMV are signals that need strategic response.
Competitive Benchmarks
Category EPC benchmark, commission rate competitive position, publisher coverage vs. estimated category total. Benchmarks contextualize your program — a 3% CVR is strong or weak depending entirely on category norms.
Action Items
3-5 specific actions from the report — e.g., "Activate 5 dormant T2 publishers by EOQ," "Increase BFCM commission rate to 14%." Action items convert data into decisions and give the team a clear sprint scope.
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