Most businesses know what they spend on paid search to the decimal. Few can say with the same confidence how their partner program is performing, where it creates value, or how much potential remains untapped.

Partner marketing is often perceived as a channel that runs on its own once the tracking is in place. In reality, the strongest programs are actively developed over time through partner recruitment, relationship building, commercial decisions and ongoing optimisation.

The work behind the results

CRM looks simple from the outside: send emails, drive sales. But anyone who has worked with it knows that the results come from everything happening behind the scenes. Segmentation, automation, testing, lifecycle flows and continuous optimisation all play a role. The difference between a basic newsletter and an effective CRM strategy is rarely the platform itself. It’s how the channel is managed and developed over time.

Partner marketing works in much the same way. On the surface, it can look straightforward: launch a program, approve partners and pay commission on sales. But the strongest programs are built over time. They attract the right mix of partners, develop relationships, adapt commercial terms and evolve alongside the business.

What we often see is a program that was launched successfully and then left largely unchanged. Sales continue to come in, which creates the impression that everything is working as intended. But just because a program is running doesn’t mean it is reaching its full potential.

What the data tells us

Adtraction’s incrementality study from H1 2025 compared the average order value of purchases made through partner marketing against purchases made through other digital channels. Across nearly 10 million transactions, partner marketing purchases averaged 26% higher order value: 40% higher in electronics and 32% in kids and family.

One likely explanation is the diversity of partner types within the channel. Content partners, influencers, comparison sites and loyalty platforms engage consumers in different ways and at different stages of the customer journey. When thoughtfully selected and aligned with the brand, these channels often reach consumers in moments of active consideration rather than passive exposure.

Different partners play different roles

Simon Gustafson, Founder and CEO at Adtraction:
“Programs that work with a broad mix of partner types and offer competitive commission structures tend to perform better over time. Different partners play different roles in the customer journey: content partners and influencers often inspire customers early on, while cashback and voucher partners can typically help convert customers who are closer to making a purchase.

Building the right partner mix also requires experience, strong partner relationships and continuous development over time. The strongest programs are usually those where new opportunities are continuously explored and the partner mix evolves alongside the business.”

David Bothzen, E-commerce Manager, Omniarch:
“When people talk about partner marketing, they often focus on the technology, tracking or commission structure. In reality, a lot of the value comes from understanding how different partners contribute throughout the customer journey and how they fit into the broader business strategy.

The strongest programs are rarely built by one party alone. The network brings partner relationships, market insight and experience from thousands of programs. The brand and agency bring customer knowledge, commercial priorities and a deep understanding of the business. Bringing those perspectives together helps build a partner mix that supports long-term growth.”

The technology creates the foundation. The results come from the people, relationships and decisions that shape the program over time.

Partner marketing is not a set-and-forget channel.

Like a CRM, it rewards continuous development over time. The strongest programs are built through the right mix of partners, strong relationships and a clear understanding of how the channel supports the wider business.

The brands that invest in those areas tend to see it in their numbers. The ones that don’t may still generate sales through the channel, but they risk missing much of its potential.

The program may be running. The question is whether it is still evolving.

This article was produced in collaboration between Omniarch and Adtraction.