Payment models in affiliate marketing

Publication date: 16 March 2026

Payment models in affiliate marketing are schemes of a monetary relationship between an advertiser and an affiliate. The affiliate provides the type of traffic required by the advertiser and receives a remuneration for each new user who commits a certain action.

• CPA (Cost per Action) is a payment scheme in which an affiliate is rewarded for the action of a new user.
• CPL (Cost per Lead) is a payment scheme in which an affiliate commission is paid for each lead submitted by an affiliate.
• RS (RevShare) is a payment model where an affiliate receives a constant percentage of profits.
• CPI (Cost per Install) refers to a scheme in which an affiliate commission is paid for each installation of an application or software.
• CPM (Cost per Mille) is a payment scheme where affiliate commission is paid per 1,000 impressions.
• CPS (Cost Per Salle) means a reward for paid orders. It may also be referred to as Pay-per-Sale or PPS.

What are Hybrid Models and the EV Model?

Beyond standard payment schemes, there are more complex and flexible models that combine the advantages of different approaches:

• Hybrid Model — a combination of a fixed rate (e.g., CPA or CPL) and a percentage of revenue (RevShare). This allows the partner to receive a guaranteed reward for actions and long-term income from the activity of the users they attract.
• EV Model (Expected Value) — an advanced way to evaluate traffic effectiveness based on calculating the mathematical expectation of profit from a player. This model allows for forecasting the profitability of an affiliate campaign based on behavioral factors and is used for fairer calculations between the advertiser and the webmaster.

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