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Running an affiliate programme can be one of the easiest ways to grow revenue without taking on the full cost of traditional advertising.  But there is a less visible side to that growth: someone has to pay all those partners. At the beginning, affiliate payouts rarely feel like a problem.

Performance marketing and brand marketing serve different but complementary purposes. Performance marketing focuses on measurable actions such as leads, sales, sign-ups or app installs and is typically optimized using metrics such as CPA, CAC, conversion rate and ROAS. Brand marketing focuses on building awareness, memory, preference and trust over a

Digital advertising has become central to how brands reach, engage, and convert online audiences. According to research, global ad expenditure on digital advertising will reach almost $950 million by 2026, thereby accounting for about 70% of the entire advertising expenditure.  With search, social, video, programmatic, retail, and partner channels offering

There is a common misconception that affiliate marketing is all about sharing a link and earning a commission, and that’s it. The job is done. In reality, every successful affiliate program relies on a set of processes and tools that make outcomes and the affiliate journey more effective. The global affiliate marketing industry

Even though SaaS affiliate programs may deliver scalable income, affiliate marketing management is not just about tracking clicks and conversions.  It is expected that in 2026, 69% of leading B2B SaaS executives will plan to increase the amount they invest in partnerships; thus, proper affiliate management becomes more important than

If you have actively run a performance marketing program in the last two years, you might be able to relate to the following –  One might start thinking of it as bad luck, but if we consider it more rationally, then it is the result of the direct data system

Influencer marketing performance should be measured against the campaign’s objective, not a universal set of metrics. For awareness campaigns, prioritize reach, impressions, CPM, video completion rate and brand lift. For consideration campaigns, track engagement rate, saves, shares, click-through rate and website sessions. For conversion campaigns, focus on conversion rate, CPA

Two entities working together means more outcomes and shared benefits for both parties. This is because working individually these days might mean more of everything. This includes more ad spend, more headcount, and more channels to manage in-house. Additionally, customer acquisition costs will always be on the rise (60% over the