Programs with more commission groups earn more - and they’re easier to set up than you think.
Commission groups let you tailor commission rates based on specific criteria - such as product category, customer type, or voucher code - so you can reward the right actions, attract more partners, and make the most of your margins.
This article explains why a well-structured commission setup matters, walks through a practical example, and shows you how to get started.
Why commission groups matter
Did you know?
Programs with 2-3 commission groups generate almost double the performance of those with just one. Programs with 4+ generate over three times more.
Programs that rely on a single default commission rate treat every sale the same. That means they’re missing the opportunity to stretch commissions where it counts most - rewarding high-margin product sales, incentivizing new customer acquisition, or differentiating by customer type.
Adding commission groups gives you:
Publisher incentives - Attract more promotion by rewarding the right actions.
Visibility - See exactly which products, customer types, or campaigns are driving results.
Control - Align commission with your margins and goals instead of paying a flat rate across all sales.
Flexibility - Start simple and refine over time as your data builds.
Note
Awin Access advertisers can have up to three commission groups (including Default). Awin Accelerate and Advanced advertisers can create unlimited groups and access additional conditions.
Commission group benchmarking in practice
Consider an online retailer running a single default commission group at 8% CPA across all sales. Their program is generating revenue, but they have no way to distinguish between new and returning customers or between high-margin and low-margin products.
Before: Single commission group
Commission group | Rate | Visibility |
|---|---|---|
Default | 8% CPA | None - all sales treated equally |
After reviewing their program data, the retailer introduces two additional commission groups.
After: Optimized commission structure
Commission group | Rate | Purpose |
|---|---|---|
Returning customers | 8% CPA | Maintain a stable base of existing customers |
New customers | 10% CPA | Incentivize partners to prioritize acquisition |
High-margin products | 12% CPA | Boost sales of products with stronger margins |
The result
Partners actively promote acquisition-focused content because the reward is higher for new customers.
High-margin products receive targeted promotion, improving profitability.
The retailer gets more value from their commission budget, investing where it drives the greatest return.
The program now has clear reporting by commission group, making it easier to measure ROI and optimize over time.
This is a common pattern across sectors. The most successful programs don’t rely on a single commission rate - they use structured commission groups to maximize their return and drive growth.
Getting started: Three steps
Step 1:
Set up ‘new vs. existing customer’ Commission Groups (recommended baseline)
This is the simplest starting point for any program, in any sector. Even a simple split, such as new vs. existing customer, or high-margin product category, could nearly double your average performance.
Step 2:
Add high-margin product category or name Commission Groups (if applicable)
Once you have initial performance data, layer in product-based groups. This allows you to align commission with product margins and business priorities to optimize profitability.
Step 3:
Refine and optimize over time
Review your Commission Group Performance report regularly. Adjust rates based on performance insights to continuously improve efficiency and results.
Tip
It’s much easier to set this up from day one than to restructure later. Setting up commission groups at launch means you’ll have visibility from your very first conversions.
How to create a Commission Group
To learn how to create and manage Commission Groups, please check our guide.
FAQ
Will adding commission groups increase my spend?
Not necessarily. Commission Groups help you get more from your existing budget. By setting different rates for different actions, you can stretch your investment toward high-value activity. In fact, programs with 2–3 commission groups generate almost double the performance of those with just one - so the return typically far outweighs any rate adjustment.
Is it complicated to set up?
Not at all. Starting with new vs. existing is quick and works as a simple baseline. You can refine your structure over time as your program grows.
What if I only have a Default commission group?
All partners will receive that rate unless partner-specific rates are configured. Adding at least one additional group makes your program more competitive to partners and gives you better reporting.
Where can I see how my commission groups are performing?
Go to the Commission Group Performance report in the Awin platform. You can filter by group, customize metrics, and jump to other reports for deeper analysis.