Module 7 of 8
Measure and improve performance
Read channel performance beyond top-line revenue and make better optimization decisions.
By the end
Build a useful scorecard that balances volume, profitability, customer quality and partner contribution.
01
Build a balanced scorecard
Track revenue and conversion alongside commission, total cost, approval rate, return rate, new-customer mix, active partners and concentration. Definitions must remain consistent over time.
- Gross sales and approved sales are different.
- Averages can hide partner-level differences.
- Document the source and timing of every KPI.
02
Ask whether value is incremental
Attribution shows which partner received credit under the rules. Incrementality asks what would have happened without the partner. Use thoughtful tests, customer analysis and journey data rather than assuming either answer.
- Attributed does not automatically mean incremental.
- Last-click data is one view of the journey.
- Test design should fit volume and business constraints.
03
Optimize without teaching to one metric
Review partner-level economics and customer quality, then change rates, support, placements or recruitment priorities deliberately. Watch for unintended behavior after any incentive change.
- Reward the value you can measure responsibly.
- Investigate sudden changes before reacting.
- Protect partner trust when changing terms.
Worked example
Two partners, different value
Partner A drives more orders, but many are existing customers using a late-stage code. Partner B drives fewer orders with stronger new-customer mix and lower returns. A useful scorecard makes the trade-off visible before budgets change.
Common mistake
Watch for this
Reporting gross attributed revenue as proof of channel impact. It can ignore cancellations, costs, existing demand and other marketing touches.
Manager checklist
Put this module to work
- ✓Define approved revenue and total cost.
- ✓Track active partners and concentration.
- ✓Segment new and existing customers.
- ✓Review reversals and unusual patterns.
- ✓Record the hypothesis behind each optimization.
Check your understanding
What does attributed revenue prove by itself?
See it in practice