Affiliate program setup: the commercial and technical foundations, done right
Decisions made at setup — commission model, tracking, attribution and terms — shape your program for years. We help you make them deliberately, based on your economics, and get everything ready for launch.
Expensive affiliate problems usually start at setup
A commission that's too generous attracts partners you can't afford. One that's too low attracts nobody. Tracking that misses conversions damages partner trust; attribution rules that are vague lead to disputes. Terms that don't address brand bidding or incentivized traffic leave you with little recourse when it happens.
Fixing these later means renegotiating with live partners. Getting them right before launch is far cheaper.
Setup decisions we help with
- Which commission model fits your margins and payback period
- Which tracking platform suits your stack and budget
- How conversions are attributed and validated
- What partners may and may not do
- How you will recruit the first partners
Choosing between CPA, RevShare and hybrid
Each model shifts risk differently between you and your partners. The right one depends on your vertical and cash flow.
| Model | How it works | Typically suits | Watch out for |
|---|---|---|---|
| CPA | Fixed payment per qualified action (sale, deposit, approved account, paid signup). | Clear, verifiable conversions; predictable acquisition costs. | Defining 'qualified' precisely; fraud on low-value actions. |
| RevShare | Partner earns a share of revenue from customers they refer, often for an agreed period. | Recurring revenue businesses, iGaming, subscriptions. | Revenue definitions (e.g. NGR), negative carry-over, long payback. |
| Recurring commission | A percentage of each subscription payment for a set number of months or lifetime. | SaaS and subscription products. | Churn and refunds; payout duration. |
| Hybrid | A smaller upfront CPA plus a lower RevShare. | Partners who want early cash flow and long-term upside. | Complexity; paying twice for low-value customers. |
| Tiered / bonus | Rates increase with volume or quality thresholds. | Motivating top partners to prioritize you. | Thresholds that reward volume over quality. |
Not every model is appropriate for every industry — for example, RevShare is rarely suitable for one-off eCommerce purchases, and some regulators restrict how financial products can be promoted.
What we set up
Commercial structure
- Commission model and rates
- Tiers, bonuses and exclusive deals
- Cookie / attribution window
- Payment terms and thresholds
Tracking & attribution
- Platform shortlist and selection
- Server-side or postback tracking
- Conversion validation rules
- Testing before launch
Terms & compliance
- Affiliate terms and conditions (for legal review)
- Brand bidding and PPC rules
- Prohibited traffic sources
- Market-specific advertising rules
Launch readiness
- Affiliate landing page and sign-up flow
- Creatives and partner resources
- First-wave recruitment list
- Launch and onboarding plan
How setup works
Economics review
Margins, customer lifetime value, payback targets and budget.
Design
Commission model, attribution rules, partner terms and target partner mix.
Build
Platform configuration, tracking integration and testing with your developers.
Launch
Sign-up page live, first partners invited, and a 30-day launch review.
Who this is for
A good fit if you…
- Are launching your first affiliate program
- Are moving to a new tracking platform
- Need to restructure commissions without losing partners
- Want an expert review of plans before you commit
Probably not the right fit if you…
- Need ongoing management only (see Program Management)
- Have no developer access to implement tracking
How long does affiliate program setup take?
Typically four to eight weeks, depending mainly on how quickly tracking can be integrated and tested by your development team.
Do you recommend a specific tracking platform?
No platform suits everyone. We shortlist options based on your vertical, tech stack, budget and the partners you want to recruit, and explain the trade-offs. We don't take referral fees from platforms.
Do you write the affiliate terms and conditions?
We draft the commercial and operational terms based on industry practice. They should always be reviewed by your legal counsel before publication.
Can you help us migrate from another platform?
Yes. We plan the migration so partners get new links and clear communication, and historical data is preserved where possible.
Related services & solutions
Discuss your affiliate program with a specialist
Book a free 30-minute consultation. We'll look at where your program stands, where the growth is, and whether we're the right partner to get you there.