Which Metrics Actually Matter in Your Affiliate Dashboard

Kerim, a Konya-based affiliate who onboarded 22 restaurants in nine months, opens his thMenu dashboard every Monday before coffee. Which numbers earn that ritual?

Top of funnel: clicks and signup conversion

Click count alone is a vanity metric. The real signal is the click-to-signup conversion rate. A healthy thMenu coupon converts at 4-7%. Kerim's Instagram bio link sat at 2.1% in month one; once he added a landing page with a 90-second demo video, the same coupon climbed to 5.8%.

Use the 7-day rolling window. Daily spikes are useful for campaign storytelling, but the underlying trend lives in the weekly band. Any coupon below 1% is usually pointed at the wrong audience and worth pausing.

Money metrics: MRR, LTV and drip release

thMenu pays 20% lifetime — every monthly invoice your restaurants pay earns commission. Active MRR shows the run-rate of your live portfolio. Projected LTV uses your real churn curve to estimate 24-month cumulative earnings per restaurant.

Annual plans split commission across 12 months (drip release) to absorb refund risk. The "Pending hold" column tracks deferred slices; "Releasable" shows what posts to your wallet at month close. In Kerim's case, 14 of 22 customers chose annual, so his October was 38% above September thanks to drip accruals.

Risk metrics: churn, anomaly, payout queue

Check three risk gauges weekly:

• Churn projection — percentage of restaurants who cancelled in the past 90 days. Above 5% means audience mismatch.
• Anomaly score — self-purchase, IP density, and fast refund signals; a critical score (80+) can trigger auto-suspend if the flag is on.
• Payout queue ETA — projects when your balance crosses the $50 minimum based on weekly velocity.

Kerim's anomaly score spiked to 60 twice when his cousin signed up using Kerim's own coupon. He left a manual note, super-admin approved, account stayed clean.

FAQ

Which metric needs daily, not weekly, attention? Only the anomaly score — every other indicator is robust on a weekly window.

What churn rate feeds the LTV calculation? Your trailing 6-month portfolio churn; sector average is the fallback if you're under 10 customers.

How often does the dashboard refresh? Clicks and signups in real time, MRR/LTV hourly, payout queue daily at 08:00 UTC.

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