Commissions · 9 min read · Updated January 2026

CPA, CPS and Recurring, Side by Side

Three ways a merchant can pay you, three very different cash-flow patterns. Before you pick a program, know which model it uses and what that means for the months ahead.

Lead Entry

The three models in plain terms

CPS, or cost per sale, is the model most people picture. You earn a percentage of what the customer spends. Retail programs such as Amazon Associates, and most shops on networks like Awin, CJ Affiliate and Rakuten Advertising, work this way. Rates are often modest, from around 1% to 10% for physical goods, because retail margins are thin.

CPA, or cost per action, pays a flat fee when the visitor completes a defined action: a trial signup, a quote request, an account opened. Financial products, insurance comparison and software trials favour CPA. The fee can look generous, but the definition of a "qualified" action is where programs protect themselves, and leads that fail checks are reversed.

Recurring commissions pay a share of a subscription for as long as the customer stays, or for a capped period such as twelve months. Software companies, often via platforms like PartnerStack or Impact.com, use this to reward affiliates who send long-lasting customers. Income builds slowly and leaks through churn, but it can stack into the steadiest revenue an affiliate site has.

No model is better in the abstract. The right one fits what your readers actually buy and how they decide. A cooking blog sending readers to kitchen scales lives on CPS. A site reviewing accounting tools for freelancers is better served by recurring terms.

An open notebook with handwritten affiliate link click and conversion figures next to a pen and laptop — Track each model separately; they mature on different clocks.

Ruled Comparison

How the models differ

Factor	CPS	CPA	Recurring
What triggers pay	A completed purchase	A defined action, e.g. signup	Each paid billing cycle
Typical form	Percentage of order value	Flat fee per action	Percentage of subscription
Main reversal risk	Returns and cancellations	Leads failing quality checks	Customer churn
Cash-flow shape	Seasonal spikes, e.g. Q4	Lumpy, campaign-driven	Slow build, then steady
Best fit	Product reviews, gift guides	Comparisons, sign-up decisions	Software and tool tutorials

Timing

The payment clock

A sale made on 3 March is rarely paid on 3 March. A common path:

PendingThe merchant waits out its return window, often 30 days.
ApprovedThe commission is locked and added to your balance.
PaidOn the network's schedule once you pass the minimum threshold.

Amazon Associates, for example, pays roughly 60 days after the end of the month in which earnings accrued. Budget for that gap.

Glossary

Terms you will meet

Cookie window: How long after a click a purchase still credits you.
EPC: Earnings per click; network average across all affiliates, not a promise to you.
Last click: The usual rule: the final affiliate link clicked gets the credit.
Threshold: Minimum balance before a payout is released.
Reversal: A commission withdrawn after a return or failed check.

Worked Example

Running the honest numbers

Suppose a review gets 2,000 visits a month. Perhaps 10% click through, and 4% of those buy. That is eight sales. At a 4% rate on a £60 item, each sale earns £2.40, or about £19 a month before returns.

The pointOne article rarely pays rent. Income comes from many pages, each earning modestly, maintained for years.

Next Step

Model chosen; now the program

Knowing the model tells you how money moves. It does not tell you whether a merchant will honour its terms. That is the next check.

Vet a Program