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Affiliate ROI. Channel math.
Model an affiliate or partner program end-to-end: commission, LTV, gross profit, payback.
Program inputs
Results
Customers
30
per year
Annual revenue
$43,200
affiliate-sourced
Commission paid
$12,960
over LTV
Net ROI
386%
profit / setup cost
Benchmark
Profitable channel
Affiliates return 3.9× on program cost — scale recruiting.
How it works.
Top 20% of affiliates produce 80% of revenue. Design tiers (volume bonuses, 30%+ above a threshold) so your stars keep promoting.
FAQ.
What commission rate should I pay affiliates?+
B2B SaaS: 15-30% recurring or 20-40% first-year-only. Higher recurring rates lock in long-term partners; one-time pays maximize partner motivation early.
Affiliate vs partner program — what's the difference?+
Affiliates promote on their channels (newsletters, blogs, audiences) and earn referral commission. Partners deliver services or co-sell, typically with deeper enablement and higher commission.
When does an affiliate program pay back?+
Month 6-12 typically. Setup cost (tracking, payment infrastructure, partner onboarding) eats the first 3-6 months; payback kicks in once 10-20 active affiliates produce monthly revenue.
How do I avoid commission cannibalization?+
Coupon codes attached to affiliate links often steal credit from organic. Use last-touch attribution with a tight cookie window (30-90 days) and exclude self-served signups.
Should I cap affiliate commission?+
Don't cap top affiliates — they're your best growth lever. Instead, tier: 20% standard, 30% above $10K/mo referred. Punishing winners kills the channel.