What is affiliate marketing?

Affiliate marketing is a performance-based marketing model where partners promote your app and earn rewards when they drive measurable results. Instead of paying upfront for exposure, you only pay when a specific action happens, such as an install, a purchase, or a subscription.

This model is common in mobile app marketing because it supports user acquisition and revenue growth with predictable costs. Affiliates can be websites, content creators, networks, or other apps. They share links or promotional content that direct users to your app. When the new user completes the required action, the affiliate receives a payout.

Influencer vs referral vs affiliate marketing: what’s the difference?

Influencer marketing is when creators share your app for visibility. You pay them for exposure.

Referral marketing is when your existing users invite friends. They do it because they like the app and get a reward.

Affiliate marketing is when partners promote your app using links. You only pay when they bring installs, sign-ups, or purchases.

How affiliate marketing works for mobile apps

Affiliate marketing for mobile apps follows a simple flow:

1. You define the action you want, install, sign-up, purchase, subscription.
2. Affiliates receive links, codes, or tracking assets to promote your app.
3. Users engage with the content and install the app.
4. Attribution tools verify which affiliate drove the action.
5. Payment is issued only when the requirement is met.

To make this reliable, most apps use tracking infrastructure such as attribution links, deep linking, and mobile measurement partners.

When affiliates receive fair payouts and clear rules, the system works well for both sides. Apps get users at predictable costs, and affiliates earn based on performance.

Types of affiliate marketing

Apps use different affiliate models depending on category and goals. Common types include:

• Cost Per Install (CPI). You pay when a new user installs the app. This is simple and popular for growth-focused apps.
• Cost Per Action (CPA). You pay when the user completes a specific action such as sign-up, purchase, or first order. This model controls cost and focuses on quality.
• Revenue Share. The affiliate receives a percentage of revenue from the new user. Subscription and fintech apps often use this because revenue is recurring.
• Coupon and promo affiliates. Partners promote your app using discount codes. These are common in food delivery, commerce, and travel.
• Content and review affiliates. Blogs, content sites, and app discovery platforms write about apps and drive installs through links.

What is an affiliate marketing strategy for apps?

A strategy gives structure to how affiliate app marketing is planned and executed. A simple strategy includes:

• A clear conversion goal
• Competitive payouts
• Accurate tracking and attribution
• Trusted affiliate partners
• Responsive communication and reporting

You need to determine what outcome matters most:

• first install
• first purchase
• subscription
• repeat order

Then you define payouts and measurement. For example, a food delivery app may pay affiliates only when a new user completes their first order.

MobileAction can help you analyze competitive categories and understand where affiliates influence rankings. Store Analysis and Market Intelligence reveal changes in visibility that might come from affiliate-driven installs, helping you identify opportunities and seasonal trends.

Benefits of affiliate marketing for mobile apps

Affiliate marketing delivers several advantages:

• Predictable cost. You only pay for results. This makes budget planning easier compared to pure paid advertising.
• Scalable acquisition. Affiliates bring their own audiences, websites, or channels. When a partner performs well, you can increase collaboration.
• Quality installs. Affiliates that focus on niche audiences often drive users that convert and stay engaged.
• Diverse distribution. Blogs, comparison sites, review pages, and coupon platforms can reach users who are already looking for solutions.
• Flexible incentives. You can change payout rules, reward tiers, or model types based on performance.

This channel is useful for apps that want more than a single acquisition source.

Disadvantages of affiliate marketing for mobile apps

Affiliate marketing also has limitations:

• Fraud risk. Some affiliates may try to generate fake installs or traffic. Validation systems are required to prevent this.
• Tracking requirements. You need reliable attribution to confirm which partner drove a result. Without this, payouts may be incorrect.
• Management effort. Partners want updates, reporting, and communication. A program needs ongoing administration.
• Category limitations. Some apps have lower lifetime value or limited purchase behavior, which can make payouts difficult to justify.

Affiliate marketing works best when the app offers clear value and repeat engagement.

Frequently asked questions

What is the best affiliate model for apps?

The best model depends on app goals. Common options include:

• CPI for fast install growth
• CPA for quality and purchase-based apps
• Revenue share for subscriptions or recurring payment models

Apps that depend on transactions often choose CPA or revenue share, while games and utility apps frequently start with CPI.

How to track affiliate conversions for apps?

Apps typically use:

• tracking links
• deep linking
• attribution measurement
• install validation

A mobile measurement partner can verify which affiliate drove which conversion. This prevents fraud, ensures correct payouts, and provides reporting.

Related terms

• Attribution Modeling
• Install Validation
• Return on Ad Spend (ROAS)
• Postback