In this week's episode of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Michael Cole, SVP of Marketing at Everflow, to discuss the evolution of affiliate marketing measurement and attribution. With $5 billion in transactions tracked through Everflow's platform last year, Michael shares valuable insights on how brands can leverage data to optimise their affiliate programs.

Key segments of this podcast and where you can tune in to go direct:

[03:03] Michael explains how Everflow tracks $5 billion in transactions annually and discusses his background launching major brands like Shopify through affiliate marketing.

[06:05] Case study on Vibrant Performance and Unlock, showing how granular conversion event data helped affiliates optimise placements and drove 740% program growth.

[24:48] Breaking down attribution models: why sophisticated affiliate programs should implement separate first-touch attribution for content partners and last-touch for transaction-focused partners.

ELEVATE 2025: Time is running out to join the revolution!

Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.

Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.

Miss it and miss out!

#AffiliateWINS: Your Victory Lap Starts Now!

Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.

Time to flip the script: less calling out, more calling UP. Let's make #AffiliateWINS the hashtag that dominates feeds everywhere!

Ready to brag? Share success stories like these:

• "Just closed our best Q1 ever with the partner who's been in it with us since day one. Loyalty pays dividends. #AffiliateWINS"
• "Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS"
• "Here's to the quiet achievers steadily driving volume without the spotlight. You're the backbone of this industry. #AffiliateWINS”

Each week on the Affiliate Marketing Podcast, we're showcasing why affiliate isn't just a moment—it's EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.

Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.

Get Your Questions Answered by Lee-Ann!

Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

Send me a text with your questions

In this episode of the Affiliate Marketing Podcast, Gaurav Arora shares his extensive experience in the affiliate marketing industry, discussing the evolution of affiliate networks, the importance of direct partnerships, and the need for strategic segmentation in affiliate programs. He emphasises the significance of building relationships with account managers and understanding the diverse roles of publishers in the customer journey. The conversation also explores best practices for leveraging affiliate networks effectively and the future of affiliate marketing in the context of AI and data-driven strategies.

Key segments of this podcast and where you can tune in to go direct:
[04:32] The Role of Affiliate Networks vs. Direct Partnerships
[12:32] Segmenting Affiliate Programs for Growth
[22:15] Best Practices for Working with Affiliate Networks

ELEVATE 2025: Time is running out to join the revolution!
Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.

Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.

Miss it and miss out!

#AffiliateWINS: Your Victory Lap Starts Now!

Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.

Time to flip the script: less calling out, more calling UP. Let's make #AffiliateWINS the hashtag that dominates feeds everywhere!

Ready to brag? Share success stories like these:

• "Just closed our best Q1 ever with the partner who's been in it with us since day one. Loyalty pays dividends. #AffiliateWINS"
• "Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS"
• "Here's to the quiet achievers steadily driving volume without the spotlight. You're the backbone of this industry. #AffiliateWINS”

Each week on the Affiliate Marketing Podcast, we're showcasing why affiliate isn't just a moment—it's EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.

Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.

Get Your Questions Answered by Lee-Ann!
Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders.

Subscribe to our podcast HERE!

Send me a text with your questions

On this week's Affiliate Marketing Podcast, host Lee-Ann Johnstone is joined by Cindy Shen, Head of Account Management, EMEA at Everflow. With over 20 years of marketing experience, Cindy brings a unique perspective from traditional marketing to the affiliate space. Together, they explore how breaking down departmental silos and fostering cross-team collaboration can dramatically transform affiliate program performance and reputation.

Our thanks to Everflow.io as our sponsor, this season.

Key segments of this podcast and where you can tune in to go direct:
[04:30] Why affiliate marketing remains misunderstood despite its growth.
[09:20] Case study of successful cross-team collaboration in a mobile app company.
[19:50] Tracking beyond initial conversion to maximise customer lifetime value.

Get Your Questions Answered by Lee-Ann!

Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders.

Subscribe to our podcast HERE!

Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”

Send me a text with your questions

In this introductory episode of Season 21 of the Affiliate Marketing Podcast, host Lee-Ann Johnstone is joined by Michael Cole, SVP of Marketing for Everflow. They discuss the importance of tracking and attribution, the challenges brands face in recognising the full value of affiliate partnerships, and the need for a broader understanding of customer journeys beyond immediate transactions. The season will provide you with insights, case studies, and practical strategies for affiliate managers to enhance their programs and demonstrate their value to stakeholders.

We are delighted to welcome Everflow.io as our sponsor, this season – let’s kick off Season 21 with Lee-Ann in conversation with Michael!

Key segments of this podcast and where you can tune in to go direct:
[01:45] Introduction to Affiliate Marketing Season 21
[06:46] The Importance of Tracking and Attribution
[12:12] Challenges in Affiliate Marketing Perception

Get Your Questions Answered!
Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

#AffiliateWINS: Your Victory Lap Starts Now!
Time to flip the script: less calling out, more calling UP. Share your affiliate marketing triumphs, champion your outstanding partners, and spread the wisdom that's working.

Let's make #AffiliateWINS the hashtag that dominates feeds everywhere! Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders.

Subscribe to our podcast HERE!

Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”

Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.

Send me a text with your questions

As Season 20 of the Affiliate Marketing Podcast concludes, host Lee-Ann Johnstone looks back at the wealth of insights shared by industry trailblazers across ten compelling episodes. From content creators who stumbled into affiliate marketing and now command audiences of millions, to targeted approaches for finance and B2B markets, Season 20 delivered practical wisdom for affiliate professionals of every stripe.

Change drives the affiliate marketing world, and this season captured the swift evolution happening throughout the industry. With AI advancements, content creation shifts, and fresh partnership models emerging, the podcast remains the essential resource for staying ahead of these transformations.

As we wrap up this season, we're excited to highlight three major trends that dominated our conversations and will continue to shape the affiliate landscape in the months ahead.

Key segments of this podcast and where you can tune in to go direct:
[02:11] Affiverse Updates: Issue 3 of the Affiverse magazine, our brand new website (featuring a FREE directory), and our upcoming Elevate 2025 Summit.
[25:15] Sage Accounting's Alexander Feist, the head of affiliate marketing, talks about the rapid evolution of B2B affiliates.
[31:30] Irina Makarova, CMO at PIN-UP Partners, shares actionable insights on scaling affiliate programs and entering new markets.

Thank you for your support throughout 20 seasons of the Affiliate Marketing Podcast! Join us next week as we delve into Season 21.

Get Your Questions Answered! Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.

Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders. Subscribe to our podcast HERE!

Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”

Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.

Send me a text with your questions

We’re back with another enlightening episode of the Affiliate Marketing Podcast. This week, Irina Makarova, CMO at PIN-UP Partners, shares her experience transitioning from FinTech to iGaming. Irina shares how PIN-UP Partners maintains its market-leading position through community building, transparency, and strategic market expansion. This conversation offers valuable lessons on leveraging branding to create loyal affiliate communities and identifying emerging market opportunities that can benefit both new and established affiliate programs.

Our thanks go to PIN-UP Partners for sponsoring this episode.


Key segments of this podcast and where you can tune in to go direct:
[05:22] Building brand community through merchandising.
[21:10] The transparent approach to affiliate partnerships.
[29:54] Strategic expansion into cricket betting markets.


About Our Episode Sponsor:
This episode is proudly sponsored by PIN-UP Partners, one of the fastest-growing affiliate programs in the iGaming industry. Their commitment to transparency, innovation, and affiliate success has established them as market leaders.

PIN-UP Partners recently launched their own internal podcast series exploring industry trends and best practices - check it out here.

Discover more about the PIN-UP Partners program.


Do you have a question you need the answer to? Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.


Want to learn more about elevating your affiliate program? Subscribe to the Affiliate Marketing Podcast for weekly insights from industry leaders. Subscribe to our podcast HERE!


Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Send me a text with your questions

In this episode of the Affiliate Marketing Podcast, host Lee-Ann Johnstone speaks with Jodie Millward, the Agency Partnerships Lead at Linkby. They discuss the evolution of affiliate marketing, focusing on the shift from traditional CPA models to CPC-driven content. Jodie shares insights on how Linkby empowers brands, especially smaller ones, to access premium content without upfront costs. The conversation highlights the importance of performance marketing, brand awareness, and the potential of Linkby as a future leader in performance PR. Practical tips for brands looking to leverage the platform are also provided, along with trends in the affiliate marketing landscape.

Key segments of this podcast and where you can tune in to go direct:
[03:19] Understanding CPC vs CPA in affiliate marketing
[13:44] Performance marketing and brand awareness
[18:28] Practical advice for small to medium brands

Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”

Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.

Send me a text with your questions

In this episode, Lee-Ann Johnstone interviews Alexander Feist, Head of Affiliate Marketing at Sage, discussing the rapid growth of B2B affiliate marketing. They explore the importance of building strategic partnerships, the challenges of global program execution, and the need for innovative commission structures. Alexander shares insights on creating a community around affiliate programs and offers valuable tips for affiliate managers. The conversation also touches on future trends in B2B affiliate marketing, emphasising the role of technology, content-driven affiliates, and the significance of human interaction in building successful partnerships.

Key segments of this podcast and where you can tune in to go direct:
[05:05] The Growth of B2B Affiliate Programs
[11:30] Global Strategies for Local Markets
[26:11] Future Trends in B2B Affiliate Marketing

Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.

Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”

Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.

Send me a text with your questions