Active Affiliate

“Active” needs a definition before it can be a metric: commonly, any account with ≥1 click in 30 days (weak), ≥1 FTD in 90 days (stronger), or tiered activity bands.

Why the definition matters

Program size claims (“12,000 affiliates!”) usually count registrations since launch; the number that predicts revenue is partners producing FTDs this quarter — typically a low single-digit percentage of signups. Manage to the active core: the standard shape is ~5% of accounts driving ~90% of volume, which sets both the account-management staffing model and the realistic ROI of long-tail activation campaigns.