Success in performance marketing isn’t just about running ads—it’s about choosing the right partners who can drive high-quality traffic and conversions. Whether you’re working with affiliates, ad networks, or media buyers, selecting the right collaborators can make or break your campaign’s success. Here’s how to vet potential partners and ensure long-term, profitable relationships.
1. Define Your Goals and KPIs
Before partnering with anyone, establish clear campaign objectives and key performance indicators (KPIs). Are you looking for sales, lead generation, or app installs? Define what success looks like, whether it’s a target CPA (cost per acquisition), ROAS (return on ad spend), or conversion rate. This clarity will help you align with partners who can deliver on your expectations.
2. Evaluate Traffic Sources and Compliance
Fraud and low-quality traffic can hurt your campaign’s performance. To avoid issues, ask potential partners:
- Where does their traffic come from? (Search, social, native ads, influencers, email, etc.)
- Do they use incentivized traffic, and if so, how is it controlled?
- How do they ensure compliance with ad policies (Google, Meta, TikTok, etc.)?
- What fraud detection tools do they use to maintain quality?
A reliable partner should be open about their traffic sources and take measures to prevent fraudulent or misleading advertising.
3. Test Before Scaling
Instead of diving in with a large budget, start with a small test campaign to evaluate a partner’s performance. Look at key indicators like:
- Conversion quality (Are leads real? Are customers engaging?)
- Traffic consistency (Do results drop off after an initial boost?)
- Responsiveness (Are they transparent and easy to communicate with?)
If they deliver strong results and are easy to work with, then you can confidently scale your partnership.
4. Look for Transparency and Communication
The best partners are those who offer regular insights, reporting, and communication. Consider:
- Do they provide real-time reporting or frequent performance updates?
- Are they proactive in optimizing campaigns and suggesting improvements?
- Can they adapt to changes in strategy if performance fluctuates?
A partner who collaborates and strategizes with you will contribute far more value than one who simply pushes volume.
5. Negotiate Fair and Flexible Terms
Partnerships should be mutually beneficial. When negotiating terms:
- Ensure payment models align with your goals (CPL, CPA, rev-share, etc.).
- Set clear performance expectations and fraud prevention measures.
- Establish termination clauses in case the partnership doesn’t work out.
Flexibility is key—you want partners who are willing to optimize and adjust based on performance.
Final Thoughts
Choosing the right partners for your performance-based campaigns requires due diligence, testing, and ongoing optimization. Stacks focuses on quality, transparency, and strategic alignment, allowing us to build lasting relationships that drive measurable success.