What to Ask Before Choosing an Affiliate Network

If you’re running an affiliate marketing program, you're working through an affiliate network. Think of these networks as the essential middleman connecting you (the merchant) with your affiliates. They handle the heavy lifting: hosting your banners and links, managing all the tracking and reporting, and making sure commissions get paid out correctly and on time. They can even open up your program to a whole new pool of affiliates who are already members.

Some merchants get tempted to list their program on multiple networks, thinking it will expand their reach and drive more sales. For the vast majority of e-commerce businesses, however, this just adds unnecessary cost and complexity to their . A much smarter use of your time and budget is to pick one network and focus on growing your program to its full potential there. But how do you pick the right one for your ?

Start With Your Own Strategy

Before you can evaluate what a network offers, you need to be clear on what you actually need. The right choice depends entirely on your overall strategy. Start by answering these key questions internally:

Some networks are known for specific verticals like fashion, finance, or outdoor gear, while others have a strong base of bloggers. Do your research to see which networks house the types of partners you want for your .
Do you need to track new vs. returning customers or differentiate mobile transactions? Tracking capabilities vary, so figure out what data is important to you first, and then find a network that supports it.
Network costs can range widely. Typically, they charge a percentage of the commission or the sale, so you’ll want to project these costs out. These are important to factor in.
Most networks support international activity, but very few have true global expertise. If you plan to expand, you need a partner who understands the unique marketing challenges and cultural details of the countries you’re targeting.

Vet the Network’s Policies and Services

Once you have your internal needs sorted, you can start asking the networks the tough questions. This is where you dig into how they operate and what you can expect from the partnership.

Ask about their process for monitoring and preventing fraud. Do they have systems in place, or do they leave it up to the merchant? If it’s your responsibility, you need a solid management plan and the resources to execute it effectively.
Some networks offer full-service management for a fee, while others provide excellent support for free or offer very little at all. Decide if your program will be managed in-house or if you’ll outsource it, which will determine the level of service you need.
Once the contract is signed, what’s it actually like to work with them? Ask for a list of merchants similar to your company in size that you can speak with. This is a crucial step in understanding if their sales pitch matches reality.
Find out what types of businesses and promotional offers perform best on their network. If you’re a tech company, you might want to reconsider a network that specializes in health and beauty. Similarly, if you don't allow paid search or coupon affiliates, a network dominated by them isn't a good fit for your .

Making Your Final Decision

Choosing the right network is a big decision, and it’s worth taking the time to do it right. Creating a simple matrix to compare your options can be incredibly helpful. In it, you can track information like upfront fees, contract terms, monthly costs, and weighted values for all the questions listed above. This makes the decision process more objective and keeps everyone on your team aligned.

Once you've selected a network to handle tracking, reporting, and payments, the work isn't over. A network is a platform, not a magic bullet. To truly grow your affiliate program and , you still need a dedicated process for developing relationships with your publishers.

Finally, you have to decide who will manage the program day-to-day. While some networks offer this service, be mindful of the potential conflict of interest. Many merchants find that hiring an affiliate management agency or keeping it in-house is a better path. At the end of the day, the goal is to find the perfect combination of network and management that fits your business needs and helps you succeed.