affiliate-marketing

Did You Know You Can Build a Referral Network with Your Own Affiliate Program?

Charles Higgins

Charles Higgins

— 11 min read
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Table of Contents

Introduction

We recently published a short video demonstrating how to build an affiliate program inside the platform we use to run our business. In that walkthrough, Andrew George explains the exact steps to create a product, add it to a sales funnel, and launch an affiliate campaign that allows us to collect referrals and track sales — all from within our business software.

In this article we'll expand on that walkthrough. We'll outline the prerequisites, walk through the step-by-step setup, and share practical tips for onboarding affiliates, tracking performance, and scaling your referral network. Our goal is to make launching an affiliate program feel straightforward, low-friction, and directly tied to your revenue goals.

"This system is absolutely awesome because it's going to allow you to collect more sales using affiliates and track everything right within your platform."

Why an Affiliate Program?

Affiliate programs let you grow your customer base without shouldering all of the acquisition costs up front. Instead of relying only on paid advertising or our own outreach, we leverage other people — affiliates — to promote our product in exchange for a commission. The advantages are simple and measurable:

  • Lower acquisition risk — you pay only when a sale happens.
  • Scalable reach — one affiliate can refer dozens or hundreds of customers.
  • Better tracking and attribution — if set up correctly, we can see exactly which affiliates drove which sales.
  • Built-in motivation for promoters — commissions give affiliates an incentive to actively sell our product.

When everything is handled within our business software, we reduce the number of moving parts, simplify reporting, and avoid fragmented tools that cause technical headaches.

Overview: What We’ll Cover

  • Prerequisites: what to prepare before launching an affiliate campaign.
  • Step-by-step setup: creating a product, attaching it to a sales page, and setting up an affiliate campaign.
  • How to onboard affiliates and provide them the tools they need to succeed.
  • Reporting, testing, and best practices to scale the program effectively.
  • FAQ: answers to common questions about running an affiliate program inside your platform.

Prerequisites: What We Need Before We Start

Before launching an affiliate campaign we make sure these basics are in place. They’re simple, but they’re essential to proper tracking and a smooth affiliate experience.

  1. A clearly defined productWe create the product in our payments area (or wherever products are defined in our business software). This includes the product name, price, and any SKU or billing details. Whether it's a subscription, SaaS license, or a one-time purchase, defining the product is step one.
  2. A funnel or website page set up to sell that productWe link the product to a sales page in our site or funnel builder. This ensures that when someone clicks a promoted affiliate link and completes a purchase, the sale is tied to that specific funnel page and the correct product.
  3. Published, live domainTest links and the affiliate experience on a live, published domain. Affiliates need a stable URL to promote, and we need to be sure tracking works on the public site — not just on a staging environment.
  4. Clear commission structureDecide on commission rates upfront. In the example we walk through, we set a 40% commission for the affiliate campaign. Choose a percentage that balances attractiveness for affiliates and healthy margins for our business.

With those elements in place, we’re ready to build the campaign and invite affiliates.

Step-by-Step Setup: From Product to Published Affiliate Campaign

We break this into clear actions so it’s easy to follow and replicate.

1. Create the Product

Navigate to the payments or products section of your business software and create a product entry. Include:

  • Product name and short description
  • Price and billing terms (one-time or recurring)
  • Any additional metadata used by your site for fulfillment

By registering the product here, we make it available for selection inside our funnel pages later on. This step ensures sales are tied to the right SKU when an affiliate sends traffic.

2. Add the Product to Your Sales Page or Funnel

Open your site or funnel builder and edit the page that will act as the sales page. We commonly use the homepage as the sales page for simple funnels, but you can point affiliates to any high-converting product page.

Inside the page editor, find the products section and add the product you created earlier. Save the page and confirm the product displays with the correct price and a functional purchase button.

Why this matters: adding the product to the page is how the platform links the checkout event to both the product and to the specific page. This is a key piece for accurate affiliate tracking.

3. Use the Affiliate Manager to Create a Campaign

Now we move to the affiliate side of the platform. Open the affiliate manager area and choose to create a new campaign. The main inputs we complete are:

  • Select the funnel or site where the product page lives.
  • Select the specific page the affiliates will send traffic to.
  • Confirm the product shows under the page (this confirms the tracking link will attribute purchases correctly).
  • Set the commission percentage for the campaign.
  • Write a short campaign description and choose any initial affiliates to assign.

After we review those settings we publish the campaign. Publishing does two important things:

  • It makes the campaign active and available to assigned affiliates.
  • It triggers notifications so affiliates know they have access to a custom link to share.

4. Assign and Notify Affiliates

We can assign existing affiliates from our affiliate list or invite new ones. Once assigned, affiliates receive a custom link that points to the sales page we selected. That link contains tracking information so any sales are credited properly.

Make sure your affiliate portal or client portal is set up so affiliates can log in, find their links, and access promotional assets. If your platform supports a portal, configure permissions and available resources there. The easier it is for affiliates to find their link and materials, the faster they can start promoting.

5. Test Everything Before Promoting

Before rolling out the campaign broadly, perform tests to ensure tracking, purchase flow, and notifications work as expected:

  • Click an affiliate link and complete a test purchase using a staging or low-cost product. Confirm the sale shows up in the campaign reporting and is attributed to the affiliate.
  • Verify commission calculations for the test purchase match the rate you set (for example, 40%).
  • Confirm affiliates can access their links and see reporting in their portal.
  • Confirm the sales page is published on a live domain and that payment processing completes successfully.

Testing saves hours of troubleshooting later. It also protects affiliate relationships by ensuring they receive credit for their work from day one.

Onboarding Affiliates: Make Promotion Easy

We want our affiliates to start promoting quickly and successfully. To make that happen, we provide a simple onboarding package that includes everything they need:

  • Affiliate welcome message explaining the product, vertical, and ideal customer.
  • Promo links and landing page URL (their custom link should be front and center).
  • Creative assets: ad images, pre-written social posts, email swipe copy, and short video clips.
  • A clear explanation of the commission structure, payout schedule, and any minimums.
  • Guidelines about compliant promotion and brand usage rules.

We keep the onboarding focused and practical: what to post, how to post it, and what results to expect. We also provide an FAQ for common questions so affiliates don't have to ask us for every small detail.

Campaign Management: Reporting, Payouts, and Optimization

Running an affiliate program is ongoing work — but it’s significantly easier when the tools are consolidated inside the same platform we use to manage products and sites. Here’s how we manage the program over time.

Reporting and Attribution

Accurate reporting is the backbone of affiliate trust. We regularly review:

  • Number of clicks by affiliate
  • Conversion rate per affiliate
  • Total sales and revenue attributed to affiliates
  • Commissions owed and paid

By keeping reporting centralized, we avoid reconciliation headaches. If an affiliate has a question about a missed sale, we can pull the funnel page analytics and check the affiliate link click and conversion history.

Payouts and Schedule

Decide on a payout cadence that fits your cash flow and keeps affiliates happy. Common approaches include:

  • Weekly payouts for high-performing affiliates
  • Bi-weekly or monthly payouts for most affiliates
  • A minimum payout threshold to reduce processing overhead

We make the payout terms transparent in our affiliate onboarding materials. Transparency builds trust and reduces support inquiries.

Optimization and Incentives

To keep affiliates engaged and improve performance, we run occasional campaigns and incentives:

  • Limited-time higher commissions for a specific launch or promotion
  • Contests (e.g., top three affiliates get a bonus payout)
  • Seasonal promotions tied to holidays or product updates

We track results and repeat what works. For example, if a 40% commission drives twice the volume of a 25% commission and still maintains profitability, it might become our standard for certain products.

Common Use Cases

Affiliate programs inside your platform work well for different business models. Here are some common applications:

SaaS Products

For subscription-based products, commissions can be:

  • A one-time payout based on the first month’s payment
  • A percentage of the first payment only
  • Recurring commissions for the lifetime of the subscription (common, but requires careful margin planning)

We choose a model based on lifetime value (LTV) expectations and cash flow needs.

One-Time Purchases

One-time purchases are easier from a payout perspective. We pay a fixed percentage of the sale and reconcile payments as orders are processed. This is a simple model for productized services and physical goods.

Hybrid Models

Some businesses use hybrid approaches — an initial one-time commission plus a smaller recurring payout for ongoing subscriptions. This reward structure can motivate affiliates to promote higher-quality leads who stay subscribed longer.

Practical Tips & Best Practices

These are the lessons we’ve learned that save time and improve results.

  • Keep assets accessible. Create a single folder or portal area where affiliates can download images, swipe copy, and videos. The fewer barriers, the faster affiliates start promoting.
  • Communicate expectations. Tell affiliates who the ideal buyer is and where promotions perform best (social, email, paid ads, etc.). This reduces low-quality traffic and improves conversion rates.
  • Test the funnel first. Always complete a full test purchase via an affiliate link before asking affiliates to drive real traffic.
  • Use clear naming conventions. Name campaigns and pages in a way that makes attribution simple when we review analytics.
  • Prioritize quick payments for top performers. Fast payouts build loyalty with the affiliates who drive the most value.
  • Offer training sessions. Host a monthly call or create a short training video that explains best practices and common pitfalls. Educated affiliates convert better.
  • Monitor for fraud and compliance. Watch out for suspicious click patterns or non-compliant promotional tactics that could harm our brand or violate rules.

Troubleshooting: Common Pitfalls and How to Fix Them

Even with a simple setup, things can go wrong. Here’s how we address the most common issues:

  • Affiliate sales not being attributed: Confirm the product is added to the specific funnel page and that the affiliate link points to that page. If the page was changed after publishing, republish and test again.
  • Incorrect commission calculations: Re-check the campaign settings and ensure the commission percentage is applied to the exact product price and billing type.
  • Affiliate can’t access their portal: Verify portal permissions and confirm the affiliate is assigned to the campaign. Re-invite them if necessary.
  • Test purchases not showing up: Make sure the site is live on a published domain and that payment processing completed. Some platforms do not track purchases made via test environments.
  • High refund rates on affiliate sales: Consider adjusting commission to pay only after a refund window (e.g., 30 days post-purchase), or pay once the refund window has passed.

Scaling Your Affiliate Program

Once the basics work and affiliates are generating sales, we focus on scaling. A few things that help scale sustainably:

  • Create tiered commission structures. Reward top performers with higher rates to incentivize more promotion.
  • Recruit strategically. Invite influencers, partners, or customers who already advocate for your product. Relevant, trusted affiliates convert much better than cold recruits.
  • Automate onboarding. Use the platform’s email automation to send welcome emails, starter packs, and reminders to affiliates without manual work.
  • Track ROI per affiliate. Not all affiliates drive profitable customers. Monitor the lifetime value and adjust partnerships accordingly.
  • Run periodic promotions. Limited-time boosts or contests can re-energize the network and generate spikes in traffic and conversions.

Compliance and Ethical Promotion

We expect affiliates to follow legal and ethical promotion practices. To protect the brand and ensure longevity of the program, we require affiliates to:

  • Disclose affiliate relationships in accordance with regulations and best practice.
  • Avoid misleading claims about the product or guarantees.
  • Respect brand guidelines when using logos, screenshots, and messaging.
  • Follow the terms of service of any advertising platforms they use.

We include these expectations in our onboarding documentation and in the affiliate portal so there's no ambiguity.

Sample Campaign Walkthrough (Concise)

To summarize the core steps in one short flow:

  1. Create a product in your payments area with price and billing details.
  2. Attach the product to a funnel or sales page and publish the page on a live domain.
  3. Open the affiliate manager and create a campaign: choose the funnel, choose the page, confirm the product, set the commission (for example, 40%), and publish.
  4. Assign affiliates and ensure they receive their custom link and access to the portal.
  5. Test the entire flow — click links, make a purchase, verify attribution and commission calculation.
  6. Onboard affiliates with assets and a clear payout schedule, then monitor and optimize.

Frequently Asked Questions

Q: Do we need a separate tool to manage affiliates?

A: Not if the platform we use already includes an affiliate manager. Managing products, funnels, and affiliates within the same solution reduces friction and avoids syncing errors. If our platform lacks an affiliate feature, then a dedicated affiliate solution is warranted.

Q: How do we ensure affiliates get credit for sales?

A: Proper tracking hinges on two things: the affiliate link must point to a product page that has the product attached, and the page must be published on a live domain. We also recommend running a test purchase to confirm attribution before any promotion starts.

Q: What commission percentage should we offer?

A: It depends on margins and product type. In our example we used 40% because it’s attractive for affiliates and can still be profitable for many digital products. For low-margin physical goods, consider lower percentages or fixed-dollar payouts. Always model the ROI before committing to a rate.

Q: How do we handle refunds and chargebacks?

A: Have a clear policy: either claw back commissions on refunded orders, delay commission payouts until after a refund window, or hold a reserve to cover refunds. Document the policy and communicate it in your affiliate terms.

Q: Can affiliates promote using paid ads?

A: That depends on our advertising rules. Some companies allow paid ads with specific brand restrictions, others prohibit paid ads to protect margins and brand aesthetics. State the policy clearly and enforce it consistently.

Q: How often should we pay affiliates?

A: Pay according to a cadence that balances cash flow and affiliate satisfaction. Monthly payments are common, but top performers often prefer faster payouts. Consider a minimum payout threshold to reduce processing work.

Q: What should be in the affiliate welcome kit?

A: The kit should include the affiliate’s custom link, key product benefits, buyer persona details, sample social posts and emails, creative assets, commission and payout details, and compliance guidelines.

Q: How do we recruit affiliates?

A: Start with customers who love your product, partners, and niche influencers. Invite them with a personalized message highlighting earning potential and resources you offer. Public recruitment works too, but targeted outreach usually performs better.

Conclusion

Running an affiliate program inside our business software is a powerful way to scale without adding significant upfront marketing cost. By centralizing product setup, funnel tracking, and affiliate management, we reduce technical friction and create a smoother experience for affiliates and customers alike.

We recommend the following next steps for anyone ready to try this:

  • Create the product entry and attach it to a live sales page.
  • Set a clear commission structure and publish a small test campaign.
  • Onboard a handful of affiliates with a starter kit and test purchases to confirm tracking.
  • Iterate quickly: measure what works, increase rewards for high performers, and scale the network thoughtfully.

When we focus on simplicity, transparency, and support, our affiliate program becomes a reliable, low-risk channel to grow revenue. It’s not just about more links — it’s about creating an ecosystem where motivated partners can promote our product confidently and get paid fairly.

If you’d like additional help getting set up, we’re available for personalized guidance and walkthroughs. We can review your product setup, test the tracking, and help you create the affiliate assets that turn promoters into revenue drivers.

Let’s build a referral network that works for our team and for the affiliates who support us.

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