Starting an affiliate program is an exciting step - and as an Awin advertiser, you’re already part of one of the world’s leading networks. But launching an affiliate program on Awin is more than just switching it ‘on’. It’s about building a strong, transparent, and competitive foundation from day one.
Affiliate marketing is a relationship-driven channel, and when you start strong, test thoroughly, and support your partners, you’ll quickly see the rewards. To help you set up for success, here are five top tips to guide you as you build your Awin program from scratch.
Tip
You don’t need to set all your products live at the start of your affiliate journey. Work on getting the program running smoothly before expanding your offering.
Tracking and testing: get it right before you go live
Before launching your program, make sure your tracking is fully functional and accurate. Tracking is the foundation of any affiliate program. If it’s not working correctly, you’ll lose valuable data, affiliates will lose trust, and your program could fail before it even begins.
Start by implementing your tracking tags properly. Then, test everything: clicks, conversions, validations, and any custom parameters. Run multiple test transactions from different browsers and devices to confirm that sales are tracking as expected.
Remember, affiliates rely on transparency and accuracy. If they see discrepancies or delayed reporting, they’re unlikely to promote your brand and if trust is broken, it can take a long time to build it back. So, test rigorously before launch and continue to monitor after.
Competitive commission rates and understanding the Awin validation process
Your commission structure is one of the first things affiliates will look at. If it’s not competitive, you’ll struggle to attract quality partners. Research what similar brands in your vertical are offering, whether that’s a fixed CPA or a CPL model.
It’s also crucial to understand Awin’s validation process. With Awin, transactions need to be approved or declined within a set timeframe. This ensures affiliates are paid accurately and on time. Late or missed validations can damage your program’s reputation, so make sure your internal team is aligned on the process.
Award fair commissions, validate transactions quickly, and be clear in your communication to partners - these three things build a strong affiliate relationship.
Clear program T&Cs (involve compliance teams)
Your program’s Terms and Conditions are your rulebook and they matter. Affiliates need to know exactly what’s allowed, what’s restricted, and how they’ll be rewarded.
Include clear details on your:
Validation policy
Cookie length
Traffic restrictions (e.g., coupon usage)
Creative or content guidelines
Involve your compliance or legal team early, jump on a call to make sure everyone is aligned with the program’s terms. They’ll help ensure your T&Cs meet regulatory requirements, protect your brand, and reduce disputes down the line.
Recruit, recruit, recruit!
Once your program is live, the real work begins: recruitment. Don’t just rely on affiliates finding you through the network - actively reach out to potential partners.
Identify relevant partners such as influencers, cashback sites, and content creators in your niche. Craft personalized outreach messages highlighting why your brand is worth promoting, including exclusive incentives for early joiners, or consider short-term commission boosts to encourage initial traction.
Building relationships takes time, but consistent outreach and communication can turn one-off signups into loyal brand advocates.
Research competitors
Before setting your strategy, take time to analyze competitors. Browse through Advertiser Directory and identify brands that are similar to yours. Look at their commission rates, creative assets, and partner mix.
Ask yourself:
What incentives are competitors offering?
What kinds of creatives or exclusive codes are they providing?
This research helps you stand out from the competition. You don’t need to copy them - instead, find ways to improve on their offering. For example, you could offer unique affiliate codes, or extra content and support for your partners.