The percentage of affiliate publishers active in Year 1 who remain active in Year 2 (generating at least one conversion within any 90-day window). Category benchmarks: average 40-55%; top programs 60-70%; high-churn programs below 35%. Low retention forces perpetual replacement recruiting — programs must recruit 50%+ new publishers annually just to maintain size. Improved by: market-rate commissions, monthly performance reporting, regular content brief delivery, and Tier 1 AM relationship investment.
Related Resources