Affiliate marketing management

Affiliate marketing magic for e-commerce websites ready to up their game.

When it comes to affiliate marketing, we’ve seen it all! We’ve worked with small businesses right up to global brands and love seeing the difference affiliates can make to your bottom line.

affiliate marketing management

When it comes to affiliate marketing, we’ve seen it all! We’ve worked with small businesses right up to global brands and love seeing the difference affiliates can make to your bottom line.

We’ve been working with Laura and the team since 2017. After we’d managed it in-house for a while, One-Two took the results to the next level. Everything is transparent and well managed. There are always new opportunities presented to us and testing new things.

Darragh, Managing Director, Monster Pet Supplies

Increase brand exposure, incremental sales and a new revenue stream with affiliate marketing

Affiliate marketing should be one of your best performing channel in terms of return on ad spend or cost per acquisition.

Why? You only pay for results – ker-ching.

We adopt tailored affiliate strategies with your marketing and business goals in mind, all of which leverage the relationships we have with a varied publisher and experience we have in the industry – over 10 years, but who’s counting??

What we offer

Program Set up


Affiliate relationships

Promo planning

Network Selection

Monthly management

Our process

We can work with existing programmes or set up a new affiliate programme on our preferred networks. Our process for both uses our proven SCORE framework: 



We’ll review any previous performance and network terms – or set up negotiations with networks – to lay the groundwork for your bespoke affiliate strategy.



We’ll build a new programme or improve your existing one with new campaigns, promotional and exposure plans, plus outreach to new affiliates.



We’ll work to improve the number of click and sales active affiliates on your programme.



Our favourite bit! We’ll get stuck into the numbers to understand what’s working, and how performance stacks up on the bottom line.



There are always new things to test within affiliates – new commission levels, tenancies, codes, new partners and exposure opportunities. Every month we’ll test out new approaches to ensure you stay on the top of your affiliate game.

Affiliate jargon buster

Are you new to affiliate marketing and feeling overwhelmed by all the jargon? Don’t worry, we’ve got you covered with our affiliate jargon buster. We’ve broken down all the important terms you need to know:


A person or company that promotes a merchant’s products or services through their own marketing channels, earning a commission for each sale they refer.


The fee an affiliate earns for referring a sale to a merchant. Commission is typically a percentage of the sale amount.


An additional commission earned by an affiliate for referring sales to other affiliates within the same program.


A set of rules and guidelines for affiliates and merchants that outlines the terms and conditions of their partnership, including commission rates, payment terms, and tracking methods.


A platform that connects merchants with affiliates, offering support for tracking and management, and helping to facilitate partnerships and commissions.

Merchant/ Advertiser

A company that offers products or services for sale and partners with affiliates to promote their offerings and increase sales.


A person or company that operates a website, blog, or other platform used to promote and sell products or services. In the context of affiliate marketing, a publisher is the same as an affiliate.


The process of monitoring and recording sales and commissions generated by affiliates, typically through the use of tracking links, software, and other tools.


What is affiliate marketing and how does it work?

In a nutshell, affiliates promote a business’s products or services and earn a commission (small kickback) for each successful sale made through a tracking link. It can be self managed through individual arrangements or through an affiliate network such as AWIN or Webgains. It’s like having an additional sales team working for you.

Here’s how it works:

1. A business (the advertiser or merchant) signs up for an affiliate program via a network and provide affiliates with a tracking link
2. The affiliate (also known as a publisher) promotes the business’s products or services using the tracking link on their website, social media or other online platform
3. When a customer clicks on the affiliate’s tracking link and makes a purchase, the affiliate earns a commission – the agreed amount on the affiliate program

Affiliate marketing is a great way to reach new customers, generate incremental sales and be efficient with only paying when a sale is made – not just a click or impression.

What affiliate networks are best?

Each affiliate network offers pros and cons and differing commission models and capabilities. Some of the most popular affiliate networks are:

  • AWIN
  • Commission Junction (CJ)
  • Rakuten
  • Webgains
  • Partnerize
  • ShareaSale

AWIN is One-Two’s most commonly used programmes for our affiliate clients and maintain a good relationship with AWIN, however, the recommended network is dependent on the advertiser, their goals and who they want to reach.

What types of affiliate are there?

Voucher and discount websites – These affiliates are specialist websites which promise discounts and special offers to their audience, generally through the use of voucher codes.

Cashback websites – These affiliates each a commission for driving sales to a merchant and they also offer a % of the sale back to the customer as cashback which can be redeemed by them in many different ways; bank transfer, discounts on merchants or charity payments

Content websites – These affiliates create content, such as blog posts, articles, and videos, that includes links to products or services offered by merchants.

Incentive publishers – These affiliates incentivise users to complete actions, such as making a purchase or signing up for a trial, by offering rewards or bonuses.

Loyalty publishers – These affiliates focus on building long-term relationships with their audience and earning repeat commissions for recurring purchases.

Comparison publishers: These affiliates help users compare products or services by providing information, reviews, and pricing comparisons.

Email marketing publishers – These affiliates specialise in promoting products or services through email campaigns to their subscribers.

Technology partners – These affiliates specialise in offering a tech service which is generally to increase conversions or generate more sales via referral marketing.

How do I choose the right affiliate network?

Speak to an experienced affiliate marketing team (cough, cough). Following these steps can help set you on the right path getting the best network for your programme:


  • Research and compare: Research different affiliate networks and compare their features, such as commission rates, payment terms, and available tools for tracking and management. Look for networks that specialise in your industry or niche, as well as those with a strong reputation for reliability and support.
  • Consider your goals: Think about your business goals and what you hope to achieve through affiliate marketing. Consider factors such as the type of products or services you offer, your target audience, and the types of affiliates you want to work with.
  • Check for compatibility: Make sure the affiliate network you choose is compatible with your existing systems and processes. For example, check that the network integrates easily with your website and existing marketing tools.
  • Read reviews and ask for recommendations: Consider reaching out to experienced affiliate marketers and asking them about their experiences with different networks.
  • Negotiate terms: Once you have selected a few potential networks, reach out to them and negotiate terms, such as commission rates and payment terms. Be clear about your expectations and be open to negotiating a mutually beneficial arrangement
What is the average commission rate for affiliate programs?

This can vary quite a lot depending on the industry and the type of commission structure; pay per sale or pay per lead are most common.

For pay per sale, the commission rate paid can heavily depend on the industry and value of the product. For retail websites, it can vary from 1% to 5%. Typical travel websites can be between 4% and 10%.

For pay per lead, the amount paid out be lead can from £1 to £20+ depending on the estimated value of the lead.

Note – commission is generally cancelled by merchants when the customer cancels the sale or returns the product.


Here’s how we’ve helped some of our clients using our SCORE framework…

Looking for a marketing team you can trust and rely on to give you good results - Always?