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Partner Benchmarking

In partner benchmarking, you evaluate your performance as a partner with a brand compared to how productive the rest of the partner segment is with the same brand. This article teaches you how to read the different sections of the Partner Benchmark screen and consequently draw insights on how your Key Performance Indicators (KPIs) compare to those of other partners in the same competitive segment.

Access the Partner Benchmark screen

This feature is only accessible to specific impact.com editions or add-ons. Contact us to upgrade your account and get access!
  1. From the top navigation bar, select angle-down-solid.svg Reports → Benchmark.

  2. From the filter bar near the top of your Partner Benchmark screen:

    • Select the Quarter for which you want to view benchmark data.

    • Select the Region for which you want to view benchmark data.

    • Optionally, download the benchmark reports in CSV or PDF format using the download1.svg [Download] button in the upper-right corner of the screen.

Segment Summary

The Segment Summary shows you how many partners, brands, and brand segments there are in your partner segment. This gives you a basis with which you can compare your own partnerships.

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Metric

Description

Total partners

The number of partners in your partner segment.

Total brands

The number of brands in your partner segment that have generated actions.

Total brand segments

The number of brand segments as defined by impact.com.

Your Summary

Your Summary shows you metrics around payouts you've earned and the number of brands with which you are partnered. This can help you identify your main source of earnings and consequently make decisions around making new partnerships.

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Metric

Description

Action payouts

The currency amount of action-based payouts you earned.

Non-action payouts

The currency amount of payouts you earned that were not based on actions driven.

Your brands

The number of brands with which you are partnered.

Your brand segments

The number of brand segments to which your partnered brands belong.

Brands to join

The number of brands you aren't working with that have commission potential in your partner segment.

My Performance

My Performance allows you to compare the payout rankings of your brands with their rankings for other partners in your competitive segment. If your rank for a brand is considerably lower than the segment ranking, this indicates that other partners in your industry are typically getting more out of the brand than you.

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Column

Description

Brand Name

The name of the brand.

Partner Segment Rank

The top brands in your partner segment, ranked by action-based payouts.

Your Rank

Your ranking of the brand compared to the other brands with which you are partnered. The ranking is based on the brand's payout for actions driven over the selected quarter.

  • NaN (Not a Number) means that there is no ranking for the chosen quarter.

Rank Difference

This indicates the difference between the brand's overall ranking in the partner segment and your ranking of the brand. A large positive number would indicate that you are getting more out of your partnership than most other partners, whereas a large negative number would indicate that you are not getting the most out of this partnership.

  • Rank difference = Partner Segment Rank - Your Rank

Performance by Brand

Performance by Brand shows you your top-performing brands over the selected quarter, how many actions you've driven for each brand, and what earnings you've accrued in doing so. This can give you insight into your most productive partnerships.

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Column

Description

Brand Name

The name of the brand.

  • Select the name of the brand to view their Marketplace profile.

  • From here you can contact them.

Brand Segment

This is the industry category to which the brand belongs.

Your Rank

Your ranking of the brand compared to the other brands with which you are partnered. The ranking is based on the brand's payout for actions driven over the selected quarter.

Partner Segment Rank

The brand's ranking in the partner segment as a whole, based on its payouts for actions.

Rank Difference

This indicates the difference between the brand's overall ranking in the partner segment and your ranking of the brand. A large positive number would indicate that you are getting more out of your partnership than most other partners, whereas a large negative number would indicate that you are not getting the most out of this partnership.

  • Rank difference = Partner Segment Rank - Your Rank

Clicks

The total number of link clicks that directed your audience to the brand's landing page over the selected quarter.

Actions

The total number of conversions (sales, app installs, etc.) you drove for the brand over the selected quarter.

Action Earnings

The total payouts you earned for driving actions for the brand over the selected quarter.

Non-Action Earnings

The total payouts you received from the brand that did not come from driving actions over the selected quarter.

Sale Amount

The total currency of brand sales generated by you.

Productive Relationships by Category

This section allows you to compare the KPIs in each brand category, including Active and Productive Rates.

Your Brands vs. Brands in Partner Segment
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Column

Description

Brand Segment

This is the industry category to which the brand belongs.

Segment Joined

The number of brands that are joined to the partner segment (in this example, it shows the number of brands in a particular category that are in partnerships with partners in your segment).

Joined

The number of brands in the partner segment to which you are joined.

Not Joined

The number of brands in the partner segment to which you are not joined.

Rates by category

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  • Active Rates by Category compares the percentage of brands in a category for which you generated clicks, compared to the segment. This helps inform your ability to generate clicks per category compared to your competition.

  • Productive Rates by Category compares the percentage of brands in a category for which you drove conversions, compared to the segment. This helps inform your ability to drive conversions per category compared to your competition.

Performance Analysis by Brand Category

The Performance Analysis by Brand Category reports show you how your partnered brands have performed in their brand segments over a selected quarter. You can compare the performance of your various brands in terms of Average Order Value (AOV) and Conversion Rate (CR).

Your AOV vs. partner segment AOV

Compare the average order value (AOV) generated by your audience with that of other partners in your partner segment over the selected quarter. View how these values differ across brand categories, how the types of products you promote influence your metrics, and how the size of the orders you generate per category compares to that of your competitors.

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Your conversion rate vs. partner segment

Compare the conversion rate of your audience with that of other partners in your partner segment over the selected quarter. View how these values differ across brand categories, and identify if you're better at converting clicks per category compared to your competition.

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Performance analysis by brand segment

This report allows you to compare your performance with that of other partners in your partner segment over the selected quarter. You can sort the columns of this table to help identify where you do well compared to your competition and in which segments you can improve.

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Performance analysis table reference

Column

Description

Brand Segment

The name of the segment that is under consideration.

Your AOV

The average order value generated from your audience. This is calculated as revenue generated divided by the number of conversions (also known as actions):

  • AOV = Revenue / # of Actions

Partner Segment AOV

The average order value of other partners in your partner segment.

AOV Index

An index above 120 indicates over-indexing on AOV. This may be the case when a program sells more expensive items than the segment. An index less than 80 is under-indexing on AOV. This may be the case when a program sells less expensive items than the segment:

  • AOV Index = Your AOV / Partner Segment AOV

Your CR

Your conversion rate represents the percentage of link clicks you generate that result in conversions (aka actions). This is calculated as the number of conversions driven divided by the number of unique clicks:

  • CR = # of Actions / # of Clicks

Partner Segment CR

The partner segment conversion rate represents the average percentage of link clicks that result in conversions (aka actions) for other partners in your segment. This is calculated as the segment's number of conversions driven divided by the number of unique clicks:

  • # of Segment Actions / # of Segment Clicks

CR Index

An index over 120 indicates that you are better at converting clicks into sales for this brand segment than your competition. An index less than 80 indicates the opposite:

  • CR Index = Your CR / Partner Segment CR

Your EPA

Your earnings per action represents the average monetary value you've earned from driving conversions in the brand segment.

Partner Segment EPA

Partner segment earnings per action represents the average monetary value earned by all partners with the same business model as you from driving conversions in the brand segment.

EPA Index

An index above 120 indicates over indexing on EPA. This could be influenced by a program selling more expensive items than the brand segment or higher commission rates. An index less than 80 is under-indexing on EPA:

  • EPA index = EPA value for your program / EPA value for the segment * 100

Your Commission Rate

Your commission rate represents the percentage of the value of sales that you've earned for driving conversions in the brand segment.

Partner Segment Commission Rate

Partner segment commission rate represents the percentage of the value of sales earned by all partners with the same business model as you for driving conversions in the brand segment.

Commission Rate Index

An index above 120 indicates you may be being paid a higher commission rate for this brand segment vs. your peers. An index less than 80 indicates the opposite:

  • Commission Rate Index = Your Commission Rate / Partner Segment Commission Rate * 100

Brand Opportunities and Recommendations

Qualification criteria for recommendations

For a partner to receive brand recommendations, they need to have at least 10 or more existing partnerships in the brand segment.

The Brand Opportunities and Recommendations section of the Partner Benchmark screen lists brands that are highly ranked in terms of payouts and widely used by partners similar to you. These are brands that you either aren't partnered with or that you don't utilize to maximum potential.

Optimize existing relationships

This table shows you potential commission earnings from brands with which you are already partnered. These brands are highly ranked in terms of payouts and widely used by partners similar to you, but you are not currently utilizing them to their full potential. Consider how you can optimize your partnerships with these brands.

See the Recommendations table reference below for more information on the table columns.

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Recommended brands to join

This table shows you potential commission earnings from brands you currently do not work with. These brands are highly ranked in terms of payouts and widely used by partners similar to you, but you are not partnered with them. Consider applying to their program.

See the Recommendations table reference below for more information on the table columns.

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Recommendations table reference

Column

Description

Brand Name

The name of the brand.

Brand Segment

This is the industry category to which the brand belongs.

Star Rating

impact.com's star rating system for brands is a 0-5 score that estimates the revenue potential of a brand.

EPC

Earnings per Click. This is calculated as the total payout earned from generated clicks divided by the number of unique clicks:

  • EPC = Payout / # of Clicks

Commission Potential

The amount of additional commission you could generate per quarter if you partner with this brand or optimize your partnership with the brand.

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