It’s a peculiar kind of problem when your greatest innovation becomes your biggest obstacle. In 2009, Semrush launched what was then a pioneering affiliate platform, featuring an industry-leading 10-year cookie life and first-click attribution model. The system was perfect for its time, rewarding early adopters who discovered and promoted Semrush’s growing suite of digital marketing tools.
But by 2021, what had once been innovative was now holding them back. New partners struggled to secure conversions against decade-old cookies. The once-revolutionary attribution model was skewing results. Plus, a dated user interface was increasingly difficult for partners to understand and optimize their performance.
“We had built something remarkable,” says Olga Leonteva, Senior Operations Manager at Semrush Affiliate Program, “but we knew we needed to evolve. The question wasn’t just how to upgrade our technology – it was how to do it without disrupting the thousands of partners who relied on us.”
In this article:
- The challenge: When your foundation becomes your ceiling
- Competing with the past: The attribution dilemma
- Outdated interface, modern expectations
- The urgency to evolve
- Finding the bridge: How Semrush approached transformation
- Reimagining attribution for the modern era
- Building a foundation for partner success
- The transformation unfolds: Measurable results and unexpected wins
- By the numbers: 400% growth and beyond
- Key operational improvements
- Looking ahead: Setting new standards for affiliate growth
- Partner benefits today
- Success factors for program transformation
Success snapshot:
- Achieved 400% growth in new affiliate partner sign-ups within six months of migration
- Successfully migrated over 1,000 partners while maintaining relationships with affiliates dating back to 2012
- Modernized attribution from a 10-year cookie life to a 120-day window, improving partner satisfaction and performance tracking
- Streamlined partner operations through customizable payouts, API integration, and automated communications
Get the full Semrush case study:
→ Learn how the impact.com team executed a smooth migration plan
→ See how the platform’s tools refined attribution and enhanced user experience
→ Discover the improvements to Semrush’s program management, driving efficiency
The challenge: When your foundation becomes your ceiling
For Semrush, the situation was more complex than a simple platform upgrade. Their affiliate program had become a crucial part of their business strategy, helping build strong relationships with industry experts and enthusiastic users. The platform didn’t simply track conversions— it nurtured partnerships that expanded their reach and enhanced brand loyalty.
The in-house solution faced three critical challenges:
An attribution model that favored the past over the present
First-click attribution with a 10-year cookie life meant new partners were competing with conversions from a decade ago. “It became increasingly difficult for new partners to secure conversions and be recognized for their promotional efforts,” Leonteva explains. “We were essentially asking new partners to compete with ghosts from the past.”
A user interface stuck in time
Partners were greeted with basic data tables instead of actionable insights. The absence of visual reporting tools made it difficult for affiliates to understand their performance and optimize their strategies. In an era of sophisticated analytics and intuitive dashboards, this was becoming a significant barrier to partner success.
The urgency of modernization
Affiliate marketing in 2009 barely resembled 2021. Cookie policies that once stretched a decade now face scrutiny under privacy regulations. Partners who once accepted basic performance tables now expect rich visual analytics to guide their strategies.
Attribution had evolved from simple first-click models to sophisticated systems that could track and credit the complex paths to conversion. Semrush needed a solution that could keep pace with these changes while maintaining the trust of its existing partner network.
Finding the bridge: How Semrush approached transformation
Rather than abruptly switching, Semrush took an approach that prioritized innovation and stability. The team ran parallel programs for nearly two years: its original in-house system, alongside a new program on impact.com. This careful strategy allowed them to test and validate their new approach without risking their existing partnerships.
“The most efficient approach was to implement a new affiliate program on a partnership network that offered robust tracking, reporting, and a modern user interface,” Leonteva notes. “But we needed to prove it would work before asking our partners to make the change.”
Reimagining attribution for the modern era
The most dramatic shift came in Semrush’s attribution model. The 120-day attribution window aligned with modern user journeys and purchasing patterns, allowing Semrush to reward partners based on their direct impact on customer decisions. Partners who effectively guided users to become Semrush customers now saw clear, timely recognition of their influence.
The results spoke for themselves. Within six months, the new program began outperforming the original system. Perhaps most tellingly, many of Semrush’s long-term partners proactively migrated to the new platform, drawn by its enhanced features and clearer performance metrics.
Building a foundation for partner success
Working with impact.com, Semrush crafted a comprehensive support system for their partners:
- A dedicated technical manager ensured seamless API integration
- A customer success team provided continuous support through the transition
- Multiple contract terms simplified the migration process for different partner types
- A user-friendly help center equipped partners with the resources they needed
“The availability of the online chat feature with the support team was particularly valuable,” says Leonteva. “We could get timely answers to our questions, typically within about five minutes.”
The transformation unfolds: Measurable results and unexpected wins
The numbers told a compelling story. In the first six months after migrating to impact.com, Semrush saw a 400% increase in new partner sign-ups compared to their in-house program. More than 1,000 partners successfully migrated to the new platform, with one-third making the switch during the final month of the transition. Even more remarkably, they retained their longest-standing affiliates, including partners who had been with them since 2012.
Beyond the metrics, Semrush discovered three key operational improvements:
- Precise partner management through customizable payout terms lets them create more targeted, effective affiliate relationships
- Enhanced product launches leveraging the new API integration enabled affiliates to quickly expand their reach
- Streamlined communication through integrated email systems made marketing outreach more efficient
“The impact.com platform is a massive partnership hub, and migrating there was a game-changer for us,” reflects Leonteva. “Thanks to impact.com’s innovative platform environment, our affiliate program grows faster than before.”
Looking ahead: Setting new standards for affiliate program growth
Semrush’s transformation demonstrates how modernizing affiliate management can generate new growth potential. The move from an in-house solution to impact.com’s platform expanded their capabilities while solving long-standing challenges.
Today, Semrush’s affiliate program operates with greater transparency and effectiveness. Its partners benefit from:
- High commissions ($200 per sale and $10 for trial activations)
- A loyalty program with increasing benefits at each level
- Personal support from the Semrush affiliate team
- Regular monetary and content incentives
- Comprehensive promotional resources and educational materials
For businesses considering similar transformations, Semrush’s experience highlights several key success factors:
- Running parallel systems allows controlled testing and validation
- Supporting partners through the transition maintains valuable relationships
- Modern attribution models create fairer, more transparent partner relationships
- Comprehensive analytics and reporting drive better decision-making
Learn how to use impact.com and Semrush to find partners that will enhance your brand's visibility and reach.
Discover ideal partners through: → Competitor research: Learn who engages your target audience → Keyword analysis: Find partners already reaching your market → SERP data: Identify high-ranking relevant websites
Get the guide“This transformation wasn’t just about updating our technology,” Leonteva concludes. “We’ve built a foundation that supports both our current partners and future growth. The enhanced features, clearer insights, and streamlined processes help our partners succeed – and their success drives ours.”
Read these articles to explore more ways to grow a successful affiliate marketing program:
How to build a successful B2B affiliate marketing program: Tips from industry experts
Castlery experienced a 12% AOV increase within a year using impact.com
How to develop an affiliate commission strategy for your brand
6 attributions models for better insights into your customer journey
