This guide explains what to consider when approving or inviting partners to join your program. It covers where to find partner information, how to assess applications, how to research potential partners, and what to do if you decide not to work with a partner.
What to consider before approving a partner
Before approving a partner, think about how they plan to promote your brand. Ask yourself:
What promotional methods are you looking for, such as discount codes, influencer marketing, or content reviews?
Does the partner’s promotional method align with your strategy?
Are you confident in how your brand will be represented?
If you’re unsure how a partner intends to promote your brand, review:
Their media pack, which you can request through the Awin dashboard or via email.
Their website or social media channels for examples of promotional activity.
Their newsletter, if they publish one.
Keep language simple and helpful and focus on presenting clear benefits for the user.
Where to find partner information
When reviewing partner applications, you can see:
Partner name and profile
Primary and highlighted promotional types
Website URLs
Country or region
Application date
Clicking into the partner profile gives you more detailed information when available.
Tip
Use free tools like Similarweb to explore website traffic and engagement metrics
Questions to ask when reviewing a partner
Use the checklist below to help you decide whether to approve a partner:
Does the promotional type align with your strategy?
Is their method suitable for your brand?
Are you comfortable being featured next to content on their site?
Does their audience match your demographic?
Are similar brands or competitors promoted there?
Do any sample links or banners work as expected?
Is the partner based in, or promoting to, your target region?
If anything is unclear, contact the partner directly to request more information.
If you don’t want to work with a partner
You can decline applications from partners who don’t meet your criteria. Including a brief explanation is optional but encouraged, as it improves transparency and helps partners understand your expectations.
Make sure your program Terms and Conditions clearly state which partner types you do and don’t work with.
Providing clear reasoning supports open communication - an important Awin tone of voice principle.
Can all partners be approved automatically?
Yes. You can choose to automatically approve partners who apply to your program.
Auto-approval helps you scale your program more quickly by reducing manual checks and enabling partners to start promoting your brand immediately. It can be a great option if you’re looking to grow reach at pace.
It’s worth noting that with auto-approval, you’ll have less direct control over which partners promote your brand, and your brand may appear in placements that don’t fully align with your guidelines. To set this up you will need to contact us. If you have a dedicated Awin contact, please reach out to them. If not, you can get in touch with our support team by filling out the contact form.
How often to review partner applications
We recommend reviewing partner applications at least once a week. Regular checks help you avoid backlogs, respond faster, and prevent missing out on valuable partnerships.
Structured, benefit‑led guidance supports users in making informed decisions.
Using a Publisher Gap Analysis to identify new partners
If you want to grow your program more strategically, a Publisher Gap Analysis is one of the simplest ways to uncover high-value partners you may be missing. It highlights the partners you’re not currently working with, giving you clear insight into where your biggest growth opportunities lie.
Any advertiser can request a Gap Analysis at any time. In most service packages, this analysis is already included. If you’re using a self-service package, you can purchase it for a small fee.
The service provides a curated list of relevant, high-quality partners tailored to your program, helping you take confident next steps toward expansion. If this is something you’re interested in, please reach out. If you have a dedicated Awin contact, please reach out to them. If not, you can get in touch with our support team by filling out the contact form.