This article explains what cashback is, how it works in the affiliate channel, and how you can use cashback partners to grow your performance, reach new customers, and stay competitive.
What is cashback
Cashback partners reward shoppers by returning part of the commission they earn when someone buys through their site or app. They use a cost-per-acquisition (CPA) model but stand out because they pass this value directly to the customer.
Working with cashback
You can partner with cashback sites through your Awin program with no extra integration work. Once you approve a cashback partner, they’ll add your program to their site and list you under the appropriate categories.
To increase your visibility, consider temporarily raising your commission or book placement options such as homepage features or email inclusions. Some cashback partners rely on these advertising slots to earn revenue because they reward their members 100% of the commission they receive as cashback.
Benefits of cashback
Cashback partners offer several performance and strategic advantages to your program:
Better conversion: Cashback users typically have strong purchase intent, which increases the likelihood of conversions.
New audiences: Many cashback partners have large, highly engaged member bases. Their targeting tools can help your brand reach new customers and expand overall brand visibility.
Strong ROI: Because cashback works on CPA model, you only pay commission after each conversion. Increasing your commission rate can help drive volume while maintaining performance efficient.
Higher AOV: Many cashback site members are motivated to increase their order size to earn greater cashback rewards. This often leads to more multi-product purchases and higher AOV.
Protection from Awin: Cashback remains an essential component of many programs, and its sustained success is important for the wider industry. To support this, Awin provides the Cashback Best Practices Guide, which helps preserve advertiser’s confidence in the model and reinforces consistent, high-quality implementation across the network.
Finding cashback partners
You can find all active cashback partners by selecting Cashback category with in the Partner Discovery. From there you can review partners that match your goals.
Note
Each cashback partner profile includes performance data and audience insights to help you decide whether they’re a good fit.
FAQ
Will cashback drive brand awareness?
Yes. Cashback partners can put your brand in front of new audiences through placements like newsletters and category sponsorship. Their media packs highlight their member demographics and opportunities.
Will cashback impact my brand perception?
No. Cashback users are often tech-savvy and part of higher-income groups. The model rewards shoppers without lowering your brand’s positioning.
Do I need any extra setup to work with cashback partners?
No. Cashback partners don’t require any extra tracking or integration.
Are cashback users valuable customers?
Yes. Cashback members often spend more, convert easily and represent a broad, high-value audience.
Can I work with cashback on a CPL (cost per lead) model?
Sometimes. It depends on the action you want customers to take. Cashback works best when it’s linked to a completed purchase, because that’s how partners fund the reward. For lead-based campaigns, extra validation checks may be needed to make sure the offer works well for everyone involved.
How long does it take to get listed on a cashback site?
All cashback sites will vary, especially during seasonal periods, so it’s best to ask the partner directly.
What commission rates should I offer cashback partners?
We recommend browsing cashback websites to see what rates similar brands are offering. If you want to be competitive, and budget allows you to do so, then you may want to offer more than your competitors.
Do cashback partners require exclusive rates?
No. However, to secure additional paid placements often an exclusive increased rate is required.
Can cashback help with new customer acquisition?
Yes. Particularly if you have a new and existing customer commission structure set up on your program and you are offering a higher commission rate for new customers.
What happens if a cashback claim is disputed?
Disputes are recognized as Transaction Queries in the Awin platform. You can learn more by reading our Transaction Queries guide.