An affiliate payout model is the rule that says what an advertiser pays for: an install (CPI), a lead (CPL), a sale (CPS), a defined action (CPA) or a share of revenue (RevShare). The model decides who carries the risk. The closer the paid event is to real revenue, the safer it is for the advertiser — and the riskier for the affiliate.
The models at a glance
| Model | Paid for | Risk sits with | Typical verticals |
|---|---|---|---|
| CPI | An attributed app install | Advertiser | Games, utilities, apps at scale |
| CPA | A defined action (registration, KYC, deposit, purchase) | Shared | Fintech, apps, iGaming, e-commerce |
| CPL — SOI | A single opt-in lead (form submitted) | Advertiser | Dating, sweepstakes, lead gen |
| CPL — DOI | A double opt-in lead (email or phone confirmed) | Shared | Dating, newsletters, insurance |
| CPS | A completed sale, fixed or % of order value | Affiliate | E-commerce, subscriptions |
| RevShare | A % of revenue from the customer over time | Affiliate | iGaming, trading, SaaS |
| Hybrid | A small CPA plus RevShare | Shared | iGaming, trading |
CPI — cost per install
The advertiser pays when a mobile measurement partner (AppsFlyer, Adjust, Singular and others) attributes an install to the affiliate's click or impression. CPI is easy to understand and scales well, but an install is not revenue. Without KPIs, CPI attracts low-quality and incentivised installs.
Protect it with: retention or event KPIs (for example, a share of installs must open the app on day 1 or register), fraud protection in your MMP, and the right to reject installs that fail them.
CPA — cost per action
The advertiser pays for a specific in-app or on-site event: registration, KYC passed, first deposit, first purchase, subscription start. CPA lets advertisers pay on something that predicts revenue. The deeper the event, the higher the payout and the fewer partners who can deliver it.
Protect it with: a clearly defined event name in your MMP or tracker, an agreed attribution window, server-side validation of the event, and a list of events that do not count (test purchases, refunded orders). Our guide to tracking purchase events in AppsFlyer shows how.
CPL — cost per lead (SOI and DOI)
- SOI (single opt-in): the user submits a form. Cheap and fast, but easy to fake.
- DOI (double opt-in): the user confirms by email or SMS. Fewer leads, much higher quality.
Protect it with: DOI where possible, duplicate checks, phone or email validation, and caps per source.
CPS — cost per sale
The affiliate earns a fixed amount or a percentage of each completed order. Advertiser risk is low because payment follows revenue. Watch for returns and cancellations: define a lock period (for example 30 days) after which a sale is final, and do not pay on refunded orders.
RevShare — revenue share
The affiliate earns a percentage of the revenue the referred customer generates, often for life. It is standard in iGaming and trading. It aligns incentives well but creates long-term liabilities. Terms usually cover negative carry-over (whether losses in one month reduce the next), admin fees and what counts as net revenue — read them carefully.
Hybrid deals
A hybrid gives the affiliate a smaller CPA for each new customer plus a revenue share. It is common when an affiliate wants some guaranteed income and the advertiser wants long-term alignment.
How to choose the right model
- New app, no data yet: start on CPI with event KPIs, or a shallow CPA (registration), then move deeper as you learn which events predict revenue.
- Clear unit economics: pay CPA on the event closest to revenue that partners can still deliver at volume.
- Subscription or e-commerce: CPS with a lock period.
- Long customer lifetime: RevShare or hybrid.
Whatever you choose, write the event, the attribution window, the payout and the rejection rules down before the first click. That single document prevents most disputes.
What "EPC" and "eCPM" mean for payouts
- EPC (earnings per click): total payout ÷ clicks. Networks use it to show which offers earn most per click.
- eCPM (effective cost per mille): earnings per 1,000 impressions — useful when buying CPM traffic such as pop or push.
- CR (conversion rate): conversions ÷ clicks.
If you buy traffic on CPM, your profit is roughly: payout × CR × clicks − cost. A small change in CR changes everything — which is why tracking matters more than payout size.
FAQ
What is the difference between CPA and CPL?
CPL pays for a lead — contact details submitted. CPA pays for any defined action, usually deeper: a purchase, a deposit or a passed KYC check. A lead is one type of action.
Is CPI better than CPA?
Neither is better in general. CPI is simpler and scales faster; CPA protects the advertiser by paying for an event closer to revenue. Many advertisers start on CPI with KPIs and move to CPA.
What does SOI and DOI mean?
SOI is single opt-in: the user fills in a form once. DOI is double opt-in: the user confirms their email or phone. DOI pays more because the leads are verified.
What is negative carryover in RevShare?
It is a rule that carries a negative monthly balance (when players win more than they lose, for example) into the next month, reducing future commissions. Some programmes have it, some do not — check the terms.
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.