Affiliate Insights: 2025
Vol. 180: Not all KPIs are created equal
HelloZ
It’s late December. There’s travel on the horizon, jingle on the bells, and a dress-up day we definitely forgot about. A thick layer of chaos has coated our calendars, and we’re all crying a little. But that doesn’t mean every KPI deserves your blood, sweat, and tears! ~DO YOU LIKE THAT SEGUE OR WHAT!~ Look, I’m sorry. It’s a wild time, and, like many of you, I’m just doing my best out here! In the midst of the merry, I wanted to get out one last post to send 2024 out with a bang. Or at least a modest boom. And KPIs fit that bill nicely! So today, I’m talking about the numbers that tell the real story — and how to use them to showcase YOUR undeniable value.
I’ll make this one a freebie because ‘tis the spirit and all that good stuff.
LFG!
NewZ and ShowZ
ABC News is presenting “The Year: 2024”, hosted by “Good Morning America” regular Robin Roberts. The two-hour special, airing Tuesday, December 26 at 9p, will look back at memorable moments of the year, including historic news events, social trends, celebrities, breakout stars and more.
“The Price is Right at Night,” which I didn’t think was still a show, will air a special “Holiday Heroes” episode on Tuesday, December 24 at 9p on CBS. First responders, police officers and firefighters will have the opportunity to “come on down!”, meet host Drew Carey and play to win family vacations, luxury cars and cash prizes up to $250,000.
“Shtisel”, the Israeli series about the drama within a close orthodox Jewish family, is getting a prequel. “Kugel” will premiere in 2025 on the Israeli network, Yes, and global streamer, Izzy. “Shtisel” originally launched in 2013 on Yes, and became an international hit after Netflix aired it from 2018-21. Prime Video acquired all three seasons earlier this year. The new series is being co-produced by production house Abot Hameiri, Fremantle, Izzy and Yes.
“Tell Me Lies,” the hit drama series starring Grace Van Patten and Jackson White, has been renewed for a third season by Hulu. Season two, which remained in the streamer’s Top 15 list for over 50 days, wrapped in October with a huge cliffhanger. Additionally, executive producer and showrunner Meaghan Oppenheimer has inked an overall deal with 20th TV, a part of Disney Television studios, where she will develop, write and executive produce original series with 20th Television for all linear networks and streamers.
Rose Byrne (“Bridesmaids”) and Meghann Fahy (“The Perfect Couple”) have been cast as the leads in “The Good Daughter,” a limited series from Peacock.
“Inside Edition” anchor Deborah Norville will host “The Perfect Line,” a new syndicated game show launching in fall 2025. CBS Stations has signed on as the anchor station group for the new show, where contestants will play a series of games designed to test their knowledge by arranging events, items or people in the correct order to create “the perfect line.”
Netflix announced that season five of “You,” starring Penn Badgley, will drop in 2025. To quote the streamer: “In the epic fifth and final season, Joe Goldberg returns to New York to enjoy his happily ever after… until his perfect life is threatened by the ghosts of his past and his own dark desires.”
Affiliate Summit: Survey Says
A recent survey coming out of the Affiliate Summit team reveals some interesting insights heading into 2025. While there is a lot to unpack in the report, today, I want to focus specifically on trending KPIs because they are really telling. Here are the top KPIs the survey revealed, and how many of the respondents say it’s their top metric.
Revenue: 71%
It’s no surprise that revenue tops the list, with 71% of programs identifying it as their primary KPI. For brands, revenue is the ultimate proof point that affiliate marketing delivers results. This is not surprising, but it’s important to note that there is a significant jump from 2023, up 14 percentage points. This indicates a growing expectation for affiliate campaigns to drive direct, measurable financial outcomes.
For publicists managing affiliate campaigns, the emphasis on revenue underscores the need to craft partnerships and strategies with a clear line to conversion. Publisher and influencer collaborations must be strategically aligned to drive sales. Highlighting revenue contributions to clients not only builds credibility but also demonstrates alignment with their top business priorities. In other words, you aren’t just doing reputation management — you’re actually impacting their bottom line.
Transactions: 65%
Transactions, closely tied to revenue, are another preferred key measure of success. Tracking the number of sales is especially critical for brands with high-frequency purchase cycles or those looking to understand consumer buying behaviors.
Tying the number of transactions to success allows for granular insights into the performance of specific partners. This metric can highlight which affiliates drive consistent conversions, enabling a more strategic allocation of resources. For example, if one affiliate drives significantly more transactions than others, consider enhancing their commission rates or offering exclusive promotions to further motivate their performance. This is how you get compounding interest so-to-speak on your affiliate partnerships, growing your relationships with your best performers and investing in their success.
Return On Ad Spend (ROAS): 54%
For just over half of affiliate programs, ROAS offers a way to evaluate campaign efficiency and ensure that every dollar spent delivers a meaningful return. As I mentioned earlier this month, though, these returns are getting squeezed, and it’s changing the game a little, causing a bit of a pull-back on ad spend and more of a focus on traditional storytelling, relationship building and traditional PR. I think that seeing almost half of the respondents NOT choose this as the top metric further proves my point. It’s still a primary measuring stick, but it is not the darling it once was because marketers are not seeing the big, sexy numbers they used to. Of course, if you have a rounded strategy — that’s OK! Because what you lack in ad value you gain in relationships and loyalty.
Average Order Value (AOV): 44%
Average order value (AOV) remains a valuable metric for lots of brands, but this is especially true for e-commerce brands aiming to increase cart size. By incentivizing affiliates to promote bundles, upsells, or higher-ticket items, these brands can drive meaningful increases in AOV.
When working with clients like this, publicists should look for opportunities to collaborate with affiliates who have a track record of driving higher-value sales. Tailored content, such as product reviews or gift guides, are perfect vehicles for getting customers to spend more. This metric also highlights the need for publicists to understand their client’s pricing strategies and profitability margins. Again: When done right, PR encompasses a broader business strategy.
Click-Through Rate (CTR): 25%
Click-through rate, while not as popular as revenue (for obvious reasons), offers critical insight into campaign engagement and the effectiveness of affiliate-driven traffic. CTR is how we determine which creative assets resonate with audiences. This kind of KPI is less of a splashy bragging point and more of a tool for refinement. It can help you see where and how to polish messaging, improve visuals, and reconsider your calls to action, ensuring affiliate links drive both clicks and conversions.
Cool, cool, why do I care?
Not all KPIs are created equal, and it’s super important to wield them for their intended purposes. For example, use KPIs like ROAS and AOV to inform your strategy. These metrics can help you identify top-performing affiliates but don’t use them to sell the value of your services. Revenue, on the other hand, can serve as perhaps the most compelling argument for your program’s effectiveness, but it doesn’t prove the brand’s reputation or the lifetime value of a consumer relationship.
While short-term metrics dominate certain conversations — as they should — don’t lose sight of the long game: Incorporate strategies that nurture repeat customers, deepen brand loyalty, and maximize lifetime value. And that requires a balanced approach.
Position yourself as a strategic partner who understands both the data and the narrative behind it. The real power of KPIs lies in your ability to connect the dots between metrics and strategy — proving, once again, that you’re not just here for placements and publicity but that you are a positive force for your client’s business.
That’s all for today! Happy weekend!