Affiliate Marketing Review and Assessment 2 — Questions and Answers
Question 1: Which metric best measures how efficiently an affiliate converts clicks into sales?
- Click-through rate (CTR)
- Earnings per click (EPC)
- Conversion rate (CR) (Correct answer)
- Cost per mille (CPM)
Correct answer: Conversion rate (CR)
Conversion rate measures the percentage of clicks that result in a completed sale or desired action.
Question 2: An affiliate notices their EPC dropped 40% after a merchant redesigned their landing page. What is the most likely cause?
- The affiliate's traffic quality declined
- The new landing page has poor UX or mismatched messaging (Correct answer)
- The affiliate program changed its commission rate
- Seasonal demand decreased
Correct answer: The new landing page has poor UX or mismatched messaging
A sudden EPC drop after a merchant-side change typically signals the new landing page is failing to convert the same traffic that previously performed well.
Question 3: What does a cookie duration of 30 days mean in affiliate marketing?
- The affiliate earns commissions for 30 days after joining the program
- The merchant's site expires sessions after 30 days
- The affiliate gets credit for purchases made within 30 days of a user's first click (Correct answer)
- Cookies are deleted from users' browsers after 30 days by law
Correct answer: The affiliate gets credit for purchases made within 30 days of a user's first click
Cookie duration defines the window during which an affiliate earns commission if the referred user completes a purchase.
Question 4: Which of the following is a red flag indicating a low-quality affiliate program?
- Monthly payment schedule
- Transparent tracking dashboard
- No clear terms on cookie attribution (Correct answer)
- Tiered commission structure
Correct answer: No clear terms on cookie attribution
Ambiguous cookie attribution terms can lead to commission theft or disputes, making it a red flag when evaluating programs.
Question 5: An affiliate compares two programs: Program A pays 5% on $500 average order value, Program B pays 20% on $50 average order value. Which pays more per conversion?
- Program A ($25 per sale) (Correct answer)
- Program B ($10 per sale)
- They pay equally
- Cannot be determined without traffic data
Correct answer: Program A ($25 per sale)
Program A yields $25 per conversion (5% × $500) versus Program B's $10 (20% × $50).
Question 6: What is the primary purpose of using UTM parameters in affiliate marketing links?
- To increase page load speed
- To track traffic source, medium, and campaign performance in analytics (Correct answer)
- To encrypt affiliate IDs for security
- To bypass ad blockers
Correct answer: To track traffic source, medium, and campaign performance in analytics
UTM parameters append tracking data to URLs so analytics platforms can attribute traffic and conversions to specific campaigns.
Question 7: A merchant's affiliate program switches from last-click to first-click attribution. How does this most affect affiliates?
- Top-of-funnel content affiliates benefit more (Correct answer)
- Retargeting and coupon affiliates benefit more
- Commission amounts increase for all affiliates
- Cookie durations are automatically extended
Correct answer: Top-of-funnel content affiliates benefit more
First-click attribution rewards the affiliate who introduced the customer, benefiting content creators and awareness-stage promoters over late-funnel affiliates.
Affiliate Marketing Review and Assessment 2
Which metric best measures how efficiently an affiliate converts clicks into sales?