I analyzed revenue data from 250 Rewardful-powered affiliate programs that collectively generated $68.4 million in the last 12 months.
This analysis focuses on customer referral patterns and revenue generation across different program sizes.
While the data is fully anonymized, it includes various SaaS and AI companies across different growth stages.
The data tracks referred customer journeys from initial signup (leads) through to successful conversion (paying customers).
To provide deeper context and real-world perspective on these findings, I consulted with industry leaders from major SaaS companies and affiliate marketing experts.
Their insights, which you'll find throughout this analysis, come from HubSpot's Head of Affiliate Marketing, saas.group's Partnership Expert, Rask AI's Influencer Relations Lead, and Affiverse's CEO - offering valuable context on how these patterns play out in practice.
Looking at the revenue patterns, I discovered several interesting insights:
- Enterprise Segment: Programs generating $1M+ annually (6% of analyzed programs) maintain an average commission rate of 24.5% and account for $21.8M of total revenue. These programs process higher volumes of referred customers, averaging 57,575 leads and 9,558 conversions per program.
- Mid-Market Success: Programs in the $100k-$500k range represent 44% of analyzed programs and collectively generate $23.4M in annual revenue. These programs average 5,507 referred leads and 1,076 conversions each, with a 20.7% average commission rate.
- Small-Mid Market: Programs in the $500k-$1M range (9.2% of analyzed programs) generate $16.5M in total revenue. These programs average 7,854 referred leads and 3,657 conversions per program, with a 19.1% average commission rate.
- Small Programs: Programs under $100k (40.8% of analyzed programs) account for $6.7M in total revenue. These programs average 1,328 referred leads and 393 conversions per program, with a 22.1% average commission rate.
It's important to note that this data represents referred customer activity, not the number of affiliates in each program.
Key Findings From Analysis of 250 Rewardful Programs
Program Maturity Impacts Revenue
Programs aged 3-4 years average $330k in annual sales, compared to $120k for programs under 1 year old.
However, this needs context: older programs represent a smaller sample size (43 programs vs 18 programs), and survivor bias may influence these figures.
New programs usually need 6 to 12 months of 'ramp up time.' This is because when we're setting up a new program, we need to work on everything from partner recruitment, partner materials, and partner communications to onboarding.
Also, many affiliates that we recruit won't start selling until a few months later.
The other reason programs of 3-4 years are doing better is because the programs work on recurring commission. If we were to split the sales between new and recurring, we would probably have a different outcome (some mature programs make a lot of sales but don't make any new sales).
Although total sales is relevant, splitting between new and recurring revenue would give us deeper insight into the level of active affiliates and growth for these programs.
Value-Focused Referrals Show Promise
Some programs achieve significant revenue with focused referral conversion.
For example, one program generated $640k in revenue with 92 referred customers, of whom 84 converted to paying customers (91.3% conversion rate), averaging $7,620 per successful conversion.
Commission Structure Varies by Scale
Programs generating $1M+ annually average 24.5% commission rates with less variation (standard deviation: 7.6%), while smaller programs show more commission rate diversity.
The data suggests mature programs gravitate toward consistent commission structures:
- $1M+: 24.5% average (±7.6%)
- $500k-1M: 19.1% average (±7.9%)
- $100k-500k: 20.7% average (±10.9%)
- Under $100k: 22.1% average (±10.3%)
What’s missing here is to take into account recurrence of the commission rate. It's not only about having a higher commission rate, but for how long you get that commission.
That matters because it's not as simple as: more successful programs (more affiliate sales +1 million) have higher commission. The amount an affiliate makes can vary a lot depending on the other rules: lifetime vs 12 months, limitations to enterprise and customer packages, etc.
Top affiliates compare these conditions and make their choice to either promote you or your competitor.
Mid-Market Segment Strength
The $100k-500k revenue segment comprises 44% of analyzed programs and generates $23.4M in total revenue.
These programs average 5,507 referred leads and 1,076 conversions per program, suggesting efficient customer acquisition at moderate scale.
What This Means for Program Owners
- Focus on quality over quantity: High-converting referrals can drive substantial revenue even with lower volume
- Invest in competitive commission rates to attract committed affiliates
- Set realistic timeline expectations - programs typically peak at 3-4 years
- Structure your program based on your business model - high-volume consumer vs. targeted B2B approaches both show success paths
Focus on quality over quantity. We at Rask AI agree with this approach. From our experience, focusing on top performers and helping them grow yields the best results. We do this by providing in-depth product training, running special marketing campaigns, and actively listening to our partners' feedback.
Consider both high-volume and focused referral approaches. The data shows two viable paths:
- High-volume programs (1,000+ leads) average $439,974 in revenue with lower revenue per conversion ($286)
- Focused programs (11-50 leads) can achieve significant results, averaging $127,285 in revenue with much higher revenue per conversion ($16,535)
Plan for commission structure evolution. Data suggests successful programs refine their commission strategies over time:
- Larger programs show more consistent commission rates (standard deviation ±7.6%)
- Early-stage programs show more variability (standard deviation ±10.9%)
- Consider starting with flexible rates that can be optimized based on performance
Commission structures are often seen as a static element of a program. When set, they are often done so with the best interest of the company in mind. However, it is essential to regularly review them and be willing to adjust if they no longer align with your partner base. By investing in competitive commission rates, you not only maintain the interest of current affiliates but also attract new, highly committed partners to drive your program's success.
Set realistic timeline expectations. Program maturity shows interesting patterns:
- Years 0-1: $123,233 average revenue (18 programs)
- Years 1-2: $266,925 average revenue (91 programs)
- Years 3-4: $329,247 average revenue (43 programs)
- Years 4+: Variable performance (39 programs)
One other point as to why program maturity is linked to more sales: the affiliate program is partially successful due to organic traction and brand awareness. The more known and established a brand is, the more affiliates are interested in promoting it.
The companies with an older program are much more likely to have more brand awareness (longer on the market, affiliate program has more resources to be nurtured, often focus on affiliate marketing when other channels are established, etc.).
Match strategy to business model:
- B2B/high-ticket: Focus on conversion quality (top programs achieve $7,000+ per conversion)
- High-volume/consumer: Optimize for scale (successful programs convert 1,000+ customers annually)
Program Maturity: The Path to Peak Performance
Our analysis reveals important patterns in program performance by age, though these should be interpreted with appropriate context:
Revenue by Program Age
- <1 year (18 programs): $123,233 average sales
- 1-2 years (91 programs): $266,925 average sales
- 2-3 years (59 programs): $271,680 average sales
- 3-4 years (43 programs): $329,247 average sales
- 4-5 years (18 programs): $341,618 average sales
- 5-6 years (16 programs): $206,418 average sales
- 6+ years (5 programs): $452,551 average sales
Affiliate marketing typically follows an 'S' curve, starting with a flat phase but eventually experiencing progressive growth that moves upward and to the right as the program scales. Over time, performance tends to plateau, signaling the program's achievement of its natural limit. Introducing new incentives, onboarding fresh partners, and exploring new growth avenues are essential strategies to overcome this plateau and rejuvenate the program's momentum.
Important Context
Sample Size Distribution. The majority of programs (150 out of 250) are under 2 years old, which may impact the reliability of longer-term comparisons.
Revenue Band Distribution. Programs of all ages show success across revenue bands:
- Years 1-2: 6 programs reaching $1M+
- Years 2-3: 4 programs reaching $1M+
- Years 3-4: 3 programs reaching $1M+
Key Insights
- Early Growth: The most significant revenue increase occurs between years 0-1 and 1-2
- Stabilization: Programs that survive tend to show revenue stability after year 2
- Varied Paths: Success is possible at any stage - I see million-dollar programs emerging as early as year 1
Affiliate marketing remains a profitable channel that SaaS companies should leverage and invest in early at the start of their go-to-market strategy, allowing partners to work steadily alongside their other direct-to-customer brand and acquisition campaigns. It takes about 6-9 months to launch an affiliate program and really start seeing the benefits of the sales. Often SaaS owners are not patient enough to let the program fully take seed without throwing in the towel. Affiliate programs require resources, patience, time, and testing early on to see what partner and traffic types will really work for your business.
The most successful affiliate programs don't have thousands of partners membered to them; they have strong partnerships with a few who inevitably work closely with them to help them scale and stay supportive consistently over a longer term versus any other digital channel.
Want to learn more about building a successful affiliate program?
Check these free resources to help you evaluate and launch your program:
- Is Affiliate Marketing Right for My SaaS Business?
- Free Affiliate Marketing Course (Recommended by 1,000+ SaaS professionals)
- How to Launch Your Affiliate Program - Pre and Post Launch Checklist
Understanding Revenue Patterns Across Program Sizes
Analysis reveals distinct patterns in how programs of different sizes generate revenue.
Here's the breakdown by number of referred customers:
- 1,000+ referred customers (112 programs): $439,974 average revenue ($108 per customer), representing 72% of total revenue
- 101-1,000 referred customers (102 programs): $139,144 average revenue ($491 per customer), representing 20.7% of total revenue
- 51-100 referred customers (8 programs): $217,866 average revenue ($2,507 per customer)
- 11-50 referred customers (18 programs): $127,285 average revenue ($4,340 per customer)
- 1-10 referred customers (10 programs): $90,583 average revenue ($20,837 per customer)
Key Insights
- Large-scale programs (>1,000 customers) drive most total revenue but have lower per-customer value
- Focused programs (<100 customers) show higher revenue per customer but smaller total revenue
- Both approaches demonstrate viable paths depending on business model and market segment
This really resonates with my experience. When we first started, we were more B2C and aimed to become a large-scale program. However, as our business model evolved, we realized that being a focused program is a top priority for us, allowing us to deliver more value per customer and align better with our goals.
I would add to this that as Elizaveta mentions, it's highly related to the business model. Many companies would first start out with lower package pricing and a wide net to recruit affiliates and referrals. In time, they might get higher pricing with custom packages and enterprise tiers. Their focus might shift to the types of partners they recruit and nurture to bring higher ticket referrals.
Want to see real examples? Check out these case studies:
- How beehiiv Generates 14% MRR from Affiliate Program with Rewardful
- How HeadshotPro Climbs to the Top with $50k+ Monthly Affiliate Marketing Revenue
- How OpusClip Went from Zero to Six Figures in Affiliate Revenue
- How Pallyy Achieved 22% MRR Growth with Rewardful
- Uplisting Earns $700k in Referral Sales with Rewardful
- From $0 to $54k MRR on launch week
Revenue Distribution Reality
Program distribution by annual revenue:
- 15 programs (6%): $1M+
- 23 programs (9.2%): $500k-1M
- 110 programs (44%): $100k-500k
- 102 programs (40.8%): Under $100k
Lead Volume Patterns
- $1M+ programs: All have 1,000+ referred customers
- $500k-1M programs: 87% have 1,000+ referred customers
- $100k-500k programs: Most diverse distribution
- Under $100k: 79% have under 1,000 referred customers
Revenue Per Customer
- Smaller programs often show higher revenue per referred customer
- Larger programs achieve scale with lower revenue per customer
- Mid-market shows diverse customer acquisition patterns
The data reveals distinct patterns: Million-dollar programs achieve success through scale, processing large volumes of referred customers, while smaller programs often show higher revenue per customer.
The $500k-1M segment shows interesting maturity characteristics, averaging 2.9 years in age compared to ~2 years for other bands, suggesting that sustainable growth often develops over time.
However, rapid growth is also possible - several programs reached million-dollar revenue within their first year.
Each revenue band demonstrates viable paths to success, with the choice between high-volume and high-value strategies often reflecting the underlying business model.
Optimizing Commission Rates
Commission rates show clear patterns across revenue bands:
- $1M+ programs (15 programs): 24.5% average commission (range: 8.7-38.2%)
- $500k-1M programs (23 programs): 19.1% average commission (range: 3.3-30.0%)
- $100k-500k programs (110 programs): 20.7% average commission (range: 0.7-56.3%)
- Under $100k programs (102 programs): 22.1% average commission (range: 1.5-50.1%)
The largest programs show more consistent commission structures: the top 15 programs ($1M+) maintain tighter commission ranges, with 8 out of 15 programs clustering between 20-30%.
Their standard deviation of 7.6% indicates more standardized practices compared to smaller programs (standard deviation 10.3-10.9%).
Notably, among $1M+ programs:
- 53% set rates between 20-30%
- 20% operate at 10-20%
- 20% offer above 30%
- Only 7% run below 10%
The largest programs show more consistent commission structures (standard deviation 7.6%) compared to smaller programs (10.3-10.9%), suggesting that successful programs at scale have found their optimal commission range, typically between 20-30%, which is quite common in the SaaS industry.
Related: Best Affiliate Commission Rates Based on 2,600+ Programs
Key Takeaways for Program Owners
Important note: While this analysis covers revenue, customer acquisition, and commission rates, I excluded data on the number of affiliates (active or inactive) in each program.
The insights below focus on customer and revenue patterns rather than affiliate management.
To excel in affiliate marketing, stay agile by continuously adapting to changes and seizing new opportunities. Invest in your partner relationships to foster loyalty and collaboration. Strive to go further than competitors by innovating and exceeding expectations in all aspects of your program.
The data reveals two distinct paths to successful customer acquisition:
High-Volume Customer Acquisition (112 programs)
- Programs acquiring 1,000+ referred customers
- Average $28 revenue per customer
- Represent 72% of total revenue
- Typically maintain 20-30% commission rates
- Can reach $1M+ revenue within first year
Focused Customer Acquisition (36 programs)
- Programs with under 100 referred customers
- Average $3,884 revenue per customer
- Demonstrate viable path to $500k+ revenue
- Often succeed with higher-value customers
- Show longer revenue growth cycles
Program Development Guidelines
Timeline Expectations:
- 67% of $1M+ revenue programs reach this milestone within 2 years
- $500k-1M revenue programs average 2.9 years
- Growth possible at any scale, timeline varies by approach
Strategic Considerations:
- Align program structure with your customer lifetime value
- Set commission rates based on deal size (successful programs cluster at 20-30%)
- Track revenue per referred customer as key metric
- Build scalable tracking and payment systems
I think it would be interesting to make more assumptions about how they became successful and what the difference is with less successful programs.
Both Nancy and Elizaveta already hinted at this, but in my experience, it is about resources. I would bet the best-performing affiliate programs have dedicated partner managers.
Successful programs have ongoing contact with top affiliates, set up campaigns to recruit and activate affiliates, create and distribute useful content for their affiliates to communicate to their audience. Partner managers make sure their affiliates are constantly kept aware of their affiliate program and brand.
This data suggests both high-volume and high-value customer acquisition strategies can succeed, with the choice depending primarily on your business model and customer characteristics.
Data Source and Research Methodology
This analysis is based on:
- 250 active affiliate programs on the Rewardful platform
- 12-month trailing data from September 1, 2023, to September 1, 2024
- Programs registered between February 21, 2018, and June 21, 2024
Important data context:
- This analysis tracks referred customer acquisition and revenue metrics
- I excluded data on the number of affiliates per program
- All conversion and revenue data represents customer behavior, not affiliate activity
The dataset represents diverse customer acquisition patterns:
- 14.4% low-volume programs (≤100 referred customers)
- 40.8% mid-volume programs (101-1,000 referred customers)
- 44.8% high-volume programs (>1,000 referred customers)
Revenue distribution across segments:
- 6.0% generating $1M+ (15 programs)
- 9.2% generating $500k-1M (23 programs)
- 44.0% generating $100k-500k (110 programs)
- 40.8% generating <$100k (102 programs)
The median program age of 2 years and diverse revenue distribution suggest multiple viable paths to success, with program outcomes heavily influenced by business model and customer value characteristics.
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