How to Choose an Affiliate Marketing Agency
1. Define what you need the agency to change
Separate programme maintenance from growth objectives. Do you need a launch, better publisher recruitment, creator activation, international expansion, lower acquisition cost, stronger new-customer contribution or more reliable reporting?
2. Look at the publisher strategy
Ask how the agency would balance content, editorial, creators, loyalty, cashback, closed-user groups, technology partners and other publisher types for your brand.
3. Ask how incrementality is assessed
Last-click revenue alone can hide overlap with other channels. Ask about new-customer rates, customer journeys, first-touch contribution, code leakage, publisher-level testing and validation.
4. Check platform experience
Network familiarity matters, but strategy should drive the platform choice rather than the other way around.
5. Understand the commercial model
Compare what is included, what triggers variable fees, any minimum term, notice provisions and whether paid placements or creator costs sit outside the management fee.
6. Meet the delivery team
Understand who owns strategy, who manages day-to-day activity and how often senior specialists review the account.