Status: Operational
Version: v1.1
Authority: Affiliate Brain
Parent: Offer Intelligence
Applies To: Affiliate Offer Evaluation
Last Reviewed: 2026-07-19
1. Purpose
The Affiliate Brain Offer Intelligence Evaluation Template defines the standard structure used to evaluate affiliate opportunities inside the MWMS Affiliate Brain.
It ensures that every opportunity is assessed using consistent commercial, operational, compliance and testing-readiness criteria before entering the testing pipeline.
The template exists to prevent:
• emotional offer selection
• random opportunity chasing
• incomplete evaluation
• traffic-source violations
• unsuitable conversion actions
• hidden offer friction
• attribution gaps
• structural testing mistakes
Every affiliate opportunity must be documented using this template before structured testing is considered.
2. Role in Affiliate Brain
Offer Intelligence is the evaluation layer inside Affiliate Brain.
It operates between:
Research Brain
and
Velocity Decision Engine
Workflow:
Research Brain → surfaces intelligence signals
Offer Intelligence → evaluates specific opportunities
Velocity Decision Engine → determines whether structured testing proceeds
Offer Intelligence does not approve campaigns or authorise capital deployment.
It produces structured evidence and a testing recommendation for the authorised decision layer.
3. Offer Identification
Offer Name:
Affiliate Network:
Advertiser or Vendor:
Offer Type:
• Cost Per Lead
• Cost Per Sale
• Cost Per Install
• Pay Per Call
• Revenue Share
• Digital Product
• Physical Product
• SaaS
• Subscription
• Other
Primary Market:
Eligible Countries:
Excluded Countries:
Commission or Payout Structure:
Payout Amount:
Recurring Commission or Lifetime Value Potential:
Launch Date, if known:
Known Rebrands or Variants:
Current Offer Status:
• Active
• Approval Required
• Paused
• Capped
• Private
• Unconfirmed
4. Conversion Action Definition
Exact Conversion Action:
Examples:
• email submit
• confirmed email
• quiz completion
• quote request
• short form
• long form
• trial registration
• account creation
• app installation
• completed sale
• qualifying phone call
Required User Fields:
Number of Required Fields:
Sensitive Information Requested:
Confirmation Required:
YES / NO
Payment Required:
YES / NO
Minimum Call Duration, if applicable:
Additional Qualification Requirements:
Conversion Action Friction Level:
• Very Low
• Low
• Medium
• High
• Very High
Conversion Action Clarity Score: (1–10)
Notes:
5. Network And Partner Conditions
Affiliate Network:
Network Account Status:
• Approved
• Application Required
• Referral Required
• Restricted
• Unconfirmed
Offer-Level Approval Required:
YES / NO
Affiliate Manager Assigned:
YES / NO
Traffic History or Proof Required:
YES / NO
Network EPC:
Advertiser or Offer EPC:
EPC Source:
EPC Date or Reporting Period:
EPC Reliability Notes:
Daily Lead or Conversion Cap:
Testing Cap:
Pacing Restrictions:
Payment Frequency:
Payment Threshold:
Reversal or Scrub Risk:
Known Tracking or Reporting Concerns:
Notes:
Network EPC must be treated as a directional network signal rather than a guaranteed campaign outcome.
6. Mechanism Analysis
Core Mechanism:
Describe the primary mechanism or claim used to explain how the product, service or lead opportunity works.
Questions to consider:
Is the mechanism clear?
Is it believable?
Is it easy to communicate in advertising?
Does the mechanism accurately represent the advertiser’s offer?
Can the mechanism be explained without unsupported claims?
Mechanism Clarity Score: (1–10)
Notes:
7. Market Demand
Problem Addressed:
Target Audience:
Market Pain Level:
Is the problem urgent or emotional?
Search Demand Indicators:
Evidence of existing demand:
• search trends
• competitor activity
• advertiser longevity
• product popularity
• repeat network presence
• customer discussions
• market reports
Market Demand Score: (1–10)
Notes:
8. Audience And Use Case Specificity
Broad Market:
Selected Submarket:
Selected Use Case:
Example:
Broad category → financial assistance
Selected use case → rental assistance
Target Audience Profile:
Primary Situation:
Primary Desired Outcome:
Primary Objections:
Likely Search Behaviour:
Audience Specificity Score: (1–10)
Notes:
Broad offers should be narrowed into a specific, compliant and commercially coherent use case before messaging and landing-page development begins.
9. Hook Potential
Primary Hook Concepts:
Possible Ad Angles:
Examples:
• curiosity hook
• mechanism hook
• contrarian hook
• authority hook
• warning hook
• problem recognition hook
• outcome hook
• eligibility hook
Questions:
Can strong ad hooks be created easily?
Is the concept interesting enough to interrupt traffic?
Can hooks remain truthful and compliant?
Does the hook match the exact conversion action?
Hook Strength Score: (1–10)
Notes:
10. Funnel Integrity
Advertiser Landing Page Type:
Bridge Page Required:
YES / NO
Landing Page or VSL Quality:
Sales Page Structure:
Form or Conversion Flow:
Upsell or OTO Structure:
Mobile Experience:
Page Speed:
Message Continuity:
Questions:
Is the funnel persuasive?
Does it follow strong copywriting structure?
Does the mechanism carry through the funnel?
Does the advertiser page fulfil the expectation created by the ad and bridge page?
Are there unexpected steps, fields or commitments?
Funnel Integrity Score: (1–10)
Notes:
11. Traffic Permission And Promotion Restrictions
Allowed Traffic Sources:
• Google Search
• Microsoft Search
• Google Video
• YouTube Ads
• Meta Ads
• TikTok Ads
• Native Advertising
• Email
• SEO
• Social Organic
• Display
• Pay Per Call
• Other
Prohibited Traffic Sources:
Incentive Traffic Allowed:
YES / NO
Brand Bidding Allowed:
YES / NO
Trademark Bidding Allowed:
YES / NO
Direct Linking Allowed:
YES / NO
Bridge Pages Allowed:
YES / NO
Email Promotion Allowed:
YES / NO
Social Promotion Allowed:
YES / NO
Advertorials Allowed:
YES / NO
Required Disclosures:
Required Creative Approval:
Geographic Restrictions:
Device Restrictions:
Scheduling Restrictions:
Other Promotion Conditions:
Traffic Permission Confidence:
• Confirmed
• Partially Confirmed
• Unconfirmed
• Conflicting
Source of Permission Evidence:
Notes:
No traffic source may be treated as permitted unless the current network or advertiser terms confirm that permission.
12. Platform And Legal Compliance Risk
Advertising Risk Level:
Claims Risk:
Platform Restrictions:
Relevant Platforms:
• Google Ads
• Microsoft Advertising
• Meta Ads
• YouTube Ads
• TikTok Ads
• Native Platforms
• Email Platforms
Sensitive Category:
YES / NO
Sensitive categories may include:
• finance
• loans
• debt relief
• government services
• grants
• healthcare
• insurance
• legal services
• housing
• employment
• children or teenagers
• regulated products
Licence or Certification Required:
Government Affiliation Risk:
Personal Hardship Targeting Risk:
Restricted Audience Targeting Risk:
Required Privacy Policy:
Required Terms and Conditions:
Required Disclosures:
Current Policy Source Checked:
Policy Review Date:
Questions:
Does the offer make extreme or unsupported claims?
Would ad platforms likely reject the messaging?
Does the page imply government, institutional or official affiliation?
Does the offer require licences or approvals MWMS does not hold?
Could the promotion exploit financial, medical or personal vulnerability?
Compliance Risk Score: (1–10)
Notes:
AI may assist policy research but must not replace current platform policy, network terms or required legal review.
13. Traffic Suitability
Recommended Traffic Channels:
Primary Channel:
Secondary Channels:
Search Intent Suitability:
Interruption Traffic Suitability:
Organic Content Suitability:
Questions:
Does the offer concept match the traffic platform?
Does the conversion action suit the expected audience intent?
Can the hook translate into effective ads or content?
Is the payout capable of supporting expected traffic costs?
Can the complete journey maintain message congruence?
Traffic Suitability Score: (1–10)
Notes:
14. Search Funnel Congruence
Primary Search Theme:
Keyword Intent:
Ad Message:
Landing Page Message:
Advertiser Offer Message:
Required sequence:
Keyword → Ad → Landing Page → Offer
Congruence Questions:
Does the keyword describe the same problem or outcome as the ad?
Does the ad make the same promise as the landing page?
Does the landing page prepare the visitor for the advertiser offer?
Does the advertiser conversion action match visitor expectations?
Are separate landing pages required for different search themes?
Congruence Score: (1–10)
Notes:
15. Creative And Asset Availability
Advertiser Landing Pages Available:
Creative Assets Available:
• banners
• images
• logos
• ad copy
• email copy
• videos
• landing pages
• compliance wording
• disclaimers
• brand guidelines
Custom Creative Allowed:
YES / NO
Creative Approval Required:
YES / NO
Asset Quality:
Asset Usage Restrictions:
Asset Expiry or Version Concerns:
Notes:
16. Tracking And Attribution Readiness
Network Tracking Method:
Tracker Compatibility:
Click ID Supported:
YES / NO
Sub ID Supported:
YES / NO
Postback Supported:
YES / NO
Payout Value Passed:
YES / NO
Global Postback Available:
YES / NO
Offer-Level Postback Available:
YES / NO
Test Conversion Available:
YES / NO
Conversion Goal Defined:
YES / NO
Network-To-Tracker Reconciliation Method:
Tracker-To-Traffic-Platform Feedback Method:
Duplicate Conversion Prevention:
Attribution Readiness:
• Ready
• Partially Ready
• Not Ready
• Unconfirmed
Notes:
Tracking readiness does not require a specific software product.
The required outcome is reliable preservation of click, conversion, payout and campaign attribution across the complete journey.
17. Competition Assessment
Known Competitors:
Known Affiliate Competitors:
Market Saturation:
Search Competition:
Likely Cost Pressure:
Offer Availability Across Multiple Networks:
Offer Exclusivity:
Questions:
Are many affiliates promoting this offer?
Is the concept already overexposed?
Are competitors using substantially stronger funnels?
Does the payout appear sufficient for the competitive environment?
Competition Score: (1–10)
Notes:
18. Commercial Viability
Payout:
Network EPC:
Expected Click Cost Range:
Estimated Landing Page Click-Through Rate:
Estimated Offer Conversion Rate:
Estimated Revenue Per Click:
Estimated Break-Even CPC:
Testing Budget Requirement:
Potential Upside:
Downside Exposure:
Capital Recovery Expectation:
Commercial Viability Score: (1–10)
Notes:
Forecast values must be identified as estimates until supported by campaign evidence.
19. Offer Viability Summary
Mechanism Clarity:
Conversion Action Clarity:
Conversion Friction:
Market Demand:
Audience Specificity:
Hook Strength:
Funnel Integrity:
Traffic Permission Confidence:
Compliance Risk:
Traffic Suitability:
Search Funnel Congruence:
Tracking Readiness:
Competition Level:
Commercial Viability:
Total Evaluation Score:
Evidence Confidence:
• High
• Medium
• Low
• Insufficient
Summary Assessment:
20. Testing Recommendation
Recommended For Structured Testing:
YES / NO / CONDITIONAL
Reason for Recommendation:
Required Conditions Before Testing:
Known Risks:
Recommended Initial Traffic Source:
Recommended Initial Search Theme or Audience:
Recommended Test Scope:
Recommended Maximum Initial Exposure:
If rejected, move opportunity to:
Affiliate Brain Offer Graveyard
If conditional, identify the unresolved evidence, approval, compliance, tracking or economic requirement that must be completed before reconsideration.
21. Assigned Experiment Reference
Experiment ID:
Planned Traffic Source:
Initial Testing Budget:
Assigned Test Phase:
Testing Owner:
Testing Readiness Date:
22. Research Brain Linkage
Related Insight ID or IDs:
Source of Opportunity:
• course
• newsletter
• competitor research
• market observation
• affiliate manager
• network research
• advertiser research
• prior experiment
• other
All experiments derived from this offer must return outcome data to Research Brain and Affiliate Brain.
23. Evidence Sources
Network Offer Page:
Advertiser Page:
Network Terms:
Traffic Permission Evidence:
Platform Policy Evidence:
Market Demand Evidence:
Competitor Evidence:
Tracking Documentation:
Affiliate Manager Confirmation:
Other Sources:
Evidence Review Date:
24. Governance Rules
This template evaluates an opportunity but does not authorise campaign launch, capital deployment or scaling.
Offer information must be rechecked before launch because:
• payouts can change
• caps can change
• traffic permissions can change
• platform policies can change
• advertiser pages can change
• tracking methods can change
• offers can pause or close
Unconfirmed information must be labelled as unconfirmed.
Network EPC, estimated conversion rates and projected traffic costs must not be represented as guaranteed performance.
Restricted or sensitive offers require Compliance Brain review before campaign approval.
Tracking must be verified before paid traffic begins.
25. Course Absorption Note
Version v1.1 incorporates selective operational intelligence from:
Aidan Booth – 3 Click Commissions
Accepted contributions:
• exact conversion-action definition
• conversion-friction evaluation
• traffic-source permission review
• offer caps and approval requirements
• network EPC as a directional signal
• offer asset availability
• platform-policy suitability
• narrowed audience use-case selection
• search-funnel congruence
• postback and attribution readiness
Rejected as duplicate or insufficiently durable:
• introductory CPA network explanations
• basic CPA offer classifications as standalone intelligence
• platform interface walkthroughs
• tool-specific TrackBeam instructions
• fixed bidding recommendations
• fixed campaign budgets
• universal CTR or landing-page CTR benchmarks
END OF FILE
Affiliate Brain Offer Intelligence Evaluation Template v1.1