The percentage of active affiliate publishers who stop generating commissions over a defined measurement period (typically 30, 60, or 90 days). Calculated as: (Publishers active in prior period who are inactive in current period) / (Publishers active in prior period) × 100. Benchmark: well-managed programs achieve 10-20% quarterly churn; average programs see 20-35% quarterly churn; programs with poor communication or uncompetitive commissions see 35%+ quarterly churn. Primary churn drivers: commission changes without adequate advance notice; unexplained commission reversals; lack of program communication; competitive displacement by programs with better commission or support; product changes that break publisher content. Early detection: monitor monthly click volume by publisher — a 2-3 month decline in clicks without a traffic decline signals deprioritization before formal churn. Recovery rates by inactivity duration: 30-60 days inactive: 40-60% recovery; 60-120 days: 20-30%; 120+ days: under 10%.
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