Two offers can both pay "$50" and be worth completely different amounts to you. The difference lies in the commission model: what exactly triggers the payment, who carries the risk, and how long the money takes to arrive. This guide explains each model in plain language and shows the maths you need to compare them.
Key takeaways
- The commission model decides who carries the risk of a visitor not converting.
- Always convert offers into EPC (earnings per click) before comparing them.
- CPS and CPA suit content sites; CPL and CPI suit high-volume traffic; RevShare rewards loyal, high-intent audiences.
- Read the definition of a "qualified" action — it is where most surprises hide.
The quick comparison
| Model | You are paid when… | Typical verticals | Risk sits with |
|---|---|---|---|
| CPS – cost per sale | A purchase completes | eCommerce, retail, marketplaces | Affiliate |
| CPA – cost per action | A defined action happens (trial, sign-up, deposit) | Software, finance, subscriptions | Shared |
| CPL – cost per lead | A qualified lead form is submitted | Insurance, education, B2B, home services | Advertiser |
| CPI – cost per install | An app is installed (and often opened) | Mobile apps and games | Advertiser |
| RevShare | The customer generates revenue, over time | SaaS, gaming, trading, iGaming | Affiliate (long-term) |
| CPC – cost per click | A visitor clicks through | Comparison, content recommendation | Advertiser |
| CPM – cost per mille | 1,000 impressions are served | Display, push, pop traffic | Advertiser |
| Hybrid | A mix, usually CPA plus RevShare | SaaS, gaming, finance | Shared |
CPS: cost per sale
CPS is the classic affiliate model and the one most people picture: you recommend a product, a reader buys it, you earn a percentage of the order. Amazon Associates, eBay Partner Network and most retail programs on networks like ShareASale and CJ Affiliate work this way.
Worked example: an outdoor gear retailer pays 8% on sales. Your average referred order is $120 and 3% of your clicks convert. Each click is therefore worth 0.03 × $120 × 0.08 = $0.29.
Watch for: category exclusions, lower rates for returning customers, and commissions reversed on returns. Return windows mean CPS commissions often stay "pending" for 30–90 days before approval.
CPA: cost per action
CPA pays a fixed amount for an action the advertiser values. That action might be a free trial, an account registration, a credit card application approval or a first deposit. Because the payout is fixed, you are protected from low order values, but you depend heavily on how strictly the action is defined.
Worked example: a project-management tool pays $60 per paid subscription. If 1.5% of your clicks start a trial and 40% of trials convert to paid, each click is worth 0.015 × 0.40 × $60 = $0.36.
Watch for: phrases such as "qualified", "approved" or "minimum activity". A CPA that only pays once the customer has stayed for 60 days behaves very differently from one that pays on sign-up.
CPL: cost per lead
CPL offers pay when a visitor submits their details, for example to request an insurance quote or information about a course. Conversion rates are higher than for sales because the visitor is not spending money, so payouts are lower per action but the volume can be strong.
Lead quality is everything. Advertisers scrub leads with fake details, duplicates or the wrong geography, and they can and do reverse them. Single opt-in (SOI) leads pay less than double opt-in (DOI) leads, where the person confirms their email.
CPI: cost per install
CPI is the standard model for app promotion. You are paid when a user installs the app, sometimes only after they open it or complete a first event. Payouts vary enormously by country and platform; iOS installs in tier-one countries usually pay much more than Android installs elsewhere. Many mobile networks listed under App & Mobile work on CPI.
RevShare: revenue share
With revenue share you earn a percentage of the money the referred customer spends for as long as the agreement allows: sometimes 12 months, sometimes for the life of the customer. It is common in SaaS, online trading and gaming.
Worked example: an email marketing platform pays 30% recurring for 24 months. A referred customer pays $40/month and stays an average of 14 months. Your expected value per customer is 0.30 × $40 × 14 = $168, but it arrives in monthly pieces of $12.
RevShare is a bet on the advertiser's retention. It can be the most lucrative model over time, especially combined with lifetime cookies, but it is slow and only as good as the advertiser's honesty in reporting revenue.
CPC and CPM
CPC pays per click and CPM per thousand impressions. They are less common in pure affiliate marketing because they shift all risk to the advertiser, which invites low-quality traffic. When you do find them, expect strict quality controls and lower rates.
Hybrid deals
Hybrid deals combine models, for example $50 CPA plus 10% RevShare. They are usually negotiated rather than published, so they become available once you can show consistent volume. Ask your affiliate manager about them when your numbers justify it.
The maths that makes offers comparable: EPC
EPC (earnings per click) turns any model into one number:
EPC = total commission ÷ number of clicks
Using the examples above: outdoor gear CPS $0.29, software CPA $0.36, email-tool RevShare $168 × (0.015 × 0.40) = $1.01 per click in lifetime value but only $0.07 per click in the first month. Which is "best" depends on whether you need cash flow now or value later.
Two caveats: network-quoted EPCs are averages across all affiliates and traffic types, and some networks quote EPC per 100 clicks. Your own EPC, measured on your own traffic, is the only number that counts. Use our affiliate revenue calculator to model scenarios.
Which model suits your traffic?
| Your situation | Usually the best fit |
|---|---|
| Product reviews and buying guides | CPS, CPA for software |
| Small, loyal, high-trust audience | RevShare or hybrid |
| High-volume, low-intent traffic | CPL, CPI, CPM |
| New site needing early cash flow | CPA and CPS with low payout thresholds |
| Comparison or calculator tools | CPA, CPL |
Questions to ask before you promote
- What exactly counts as a qualified action, and who decides?
- How long do commissions stay pending, and why might they be reversed?
- Are rates different for new vs returning customers, devices or countries?
- Is there a cap on daily or monthly conversions?
- For RevShare: is it net or gross revenue, how long does it last, and can it go negative (negative carryover)?
Browse networks by commission type in the program finder — tick CPA, CPS, CPL or RevShare in the filters — and compare shortlisted programs with the compare tool.
Frequently asked questions
What is the difference between CPA and CPS?
CPS (cost per sale) pays only when a purchase is completed, usually as a percentage of the order value. CPA (cost per action) pays for a defined action that may or may not be a sale, such as a free trial sign-up, a registration or a first deposit.
Is RevShare better than CPA?
RevShare can earn more over the long term if customers stay active, but income arrives slowly and depends on the advertiser's retention. CPA pays a fixed amount up front. Many affiliates use CPA for new or unproven traffic and RevShare for loyal audiences they know convert into long-term customers.
How do I calculate EPC?
Divide your total commissions by the number of clicks you sent. For example, $450 in commissions from 3,000 clicks is an EPC of $0.15. Some networks quote EPC per 100 clicks instead, so check which convention is being used.
What does hybrid commission mean?
A hybrid deal combines two models, most often a fixed CPA payment plus a smaller ongoing revenue share. It gives the affiliate some immediate income and some long-term upside.
Affpinions Editorial Team
Content created by the Affpinions team, active in the affiliate marketing industry since 2007 and running this directory since 2008. Read our editorial policy.
Keep reading
Can affiliate marketing be passive income? It’s not easy but here’s how to increase your chances of success
Can affiliate marketing be passive income? It is not easy, but here are practical tips to boost your chances of earning revenue that is at least partially passive.
Read article →
How to Build an Affiliate Website That Survives Google Updates and AI Search
A long-term strategy for affiliate websites in the era of AI Overviews and helpful-content updates: niche selection, topical authority, original research, E-E-A-T, diversification and measurement.
Read article →
Affiliate Disclosure & Compliance: FTC, UK and EU Rules Every Publisher Should Know
A clear guide to affiliate disclosure and compliance in the US, UK and EU: where to place disclosures, what wording works, fake review rules, social media, email and privacy obligations.
Read article →