In the fast-moving world of performance marketing, “status quo” is often the silent killer of growth. At OffersPilot, we constantly analyze market trends to understand what makes a partnership program truly scale. Recently, one case study has stood out as a masterclass in modernization: Semrush’s strategic migration to Impact.com.

Semrush is a household name in the SaaS world. Since 2008, they have been the go-to tool for SEO and digital visibility. But by 2021, they faced a problem that plagues many successful legacy brands: their affiliate infrastructure was stuck in the past.

Their journey from a proprietary, in-house system to a dynamic, modern partnership ecosystem is more than just a software update—it is a lesson in how attribution strategy defines success.

The “First-Click” Trap: When Loyalty Becomes a Liability

To understand why Semrush needed to change, we have to look at where they started. In 2009, Semrush built an in-house affiliate platform. At the time, it was state-of-the-art. They offered a First-Click Attribution Model paired with a staggering 10-year cookie life.

In the early days, this was brilliant. It incentivized early discovery. If a blogger mentioned Semrush in 2010, they effectively “owned” that potential customer for a decade.

However, as the digital landscape evolved, this model became a bottleneck. Imagine being a new content creator in 2020. You create an incredible video tutorial on Semrush, drive a user to sign up, and close the sale. But, because that user had clicked a different link five years ago, the commission goes to a “ghost” affiliate from the past.

The result? The system was skewing results. It heavily emphasized initial touchpoints while ignoring the partners who were actually driving conversions today. This discouraged fresh talent from joining the program and stifled the diversity of Semrush’s partner mix.

Furthermore, the user experience (UX) of the in-house platform was aging poorly. Partners were greeted with dry data tables, lacking the visual reporting tools needed to optimize modern campaigns.

Making an Impact: The Strategic Shift

Recognizing these limitations, Semrush made the bold decision to overhaul their entire infrastructure. They teamed up with Impact.com, the global leader in partnership automation.

This wasn’t just about getting a prettier dashboard; it was about fundamentally changing the philosophy of how they valued partners.

1. The Attribution Revolution The most critical change was shifting from the rigid First-Click model to a Dynamic Last-Click Attribution model. They replaced the 10-year cookie with a 120-day cookie window. While a shorter window might sound like a downgrade on paper, in practice, it was a massive upgrade for active partners. It aligned with modern privacy standards and ensured that the partners currently doing the work were the ones getting paid. This shift immediately improved transparency and fairness.

2. The Technical Migration Migration is terrifying for any program manager. The fear of broken links and lost data is real. However, Semrush executed what Lina Tichomirova, their Head of Affiliate Marketing, called a “meticulously planned process.” They utilized a dedicated technical manager for seamless API integration, ensuring that the switch didn’t disrupt ongoing operations. They even ran parallel programs—pitting the old in-house system against Impact.com—to benchmark performance before fully committing.

The Results: 400% Growth in New Blood

The data speaks for itself. The modernized approach didn’t just fix the plumbing; it opened the floodgates.

Within just six months of transitioning to Impact.com, Semrush saw a 400% increase in new partner sign-ups compared to their previous year. By removing the barrier of the “10-year cookie,” they suddenly became attractive to a new generation of influencers, educators, and content creators who knew their efforts would be fairly rewarded.

The migration team successfully moved over 1,000 existing partners—some of whom had been with the brand since 2012. This was achieved through:

• Customizable Payout Terms: This allowed Semrush to differentiate between legacy partners and new recruits, creating bespoke terms that kept everyone happy.

• Streamlined Onboarding: The “multiple contract terms” feature automated the approval process, reducing administrative friction.

• Integrated Communication: By syncing email newsletters directly within the platform, Semrush could keep their massive partner base engaged and informed.

The OffersPilot Perspective

At OffersPilot, we often tell our clients that technology is not just a tool; it is a strategy.

Semrush’s story validates what we see in the market every day: Attribution is currency. If your attribution model doesn’t reflect the reality of the modern customer journey, you aren’t just losing data—you are losing partners.

By moving to a Last-Click model and leveraging a platform that offers visual, actionable insights, Semrush didn’t just “update” their program; they revitalized it. They turned a legacy system that protected the past into a modern engine that fuels the future.

For brands and affiliates alike, the lesson is clear: Don’t let your infrastructure dictate your growth. If a giant like Semrush can pivot, so can you.

Are you looking to modernize your affiliate strategy or find high-converting offers that value your contribution? Connect with us at OffersPilot.