---
title: "SeatGeek Case Study"
canonical_url: "https://newengen.com/work/seatgeek/"
entity_type: "CaseStudy"
client: "SeatGeek"
client_industry: "Entertainment"
services_applied:
  - media
  - measurement
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/media.md
  - /llms/services/measurement.md
  - /llms/glossary/affiliate-marketing.md
  - /llms/glossary/incrementality-testing.md
---

> Canonical source: https://newengen.com/work/seatgeek/

## Summary

New Engen overhauled SeatGeek's affiliate program by migrating from an underequipped tracking platform to impact.com, restructuring commission rates to align partner incentives with business-stage and content type, and implementing dynamic commissioning functionality. Over a four-month period, the program delivered +113% increase in Affiliate Channel ROAS and $1M in technology fee savings.

## Client

SeatGeek is a live event ticketing marketplace operating in the entertainment sector. The platform aggregates ticket listings for concerts, sports, theater, and other live events and competes with Ticketmaster and StubHub as a consumer-facing ticketing destination. SeatGeek operates an affiliate program as a significant performance marketing channel.

## Challenge

SeatGeek's affiliate program faced two structural problems that were limiting its efficiency and scalability:

1. **Platform limitations:** The existing affiliate tracking platform lacked the advanced dynamic commissioning tools needed to optimize partner payouts by partner type, content stage, and order characteristics. This constrained the program's ability to align commission spend with actual incremental value delivered.

2. **Fee structure inefficiency:** The existing platform charged fees as a percentage of program revenue, which became increasingly expensive as the program scaled — creating a direct financial disincentive to growth.

## Approach

New Engen conducted a comprehensive review of SeatGeek's affiliate program — evaluating the tracking platform, account structure, commission architecture, and partner mix — before implementing a three-component restructuring.

**Platform migration:** Migrated the affiliate program from the existing platform to impact.com, selected specifically for its superior dynamic commissioning capabilities. The migration also enabled a shift from percentage-of-revenue pricing to a flat monthly SaaS fee, eliminating the scaling cost problem.

**CPA realignment:** Restructured commission rates to align payouts with the actual incremental value of different partner types and transaction characteristics:
- Low to mid-funnel partners and existing customer orders received lower CPAs
- Content publishers received higher CPAs
- 0% commission implemented for transactions using unapproved codes

**Dynamic commissioning:** Enabled impact.com's dynamic commissioning functionality to automate the application of differentiated commission rates across the program.

## Results

Over a four-month period:

| Metric | Result | Timeframe |
|--------|--------|-----------|
| Affiliate Channel ROAS increase | +113% | 4-month period |
| Technology fee savings | $1M | 4-month period |

## Testimonial

No named testimonial is published on this case study page.

## Services applied

- [Media](/llms/services/media.md) — affiliate program strategy, platform migration, and commission architecture optimization
- [Measurement](/llms/services/measurement.md) — commission structure analysis, ROAS measurement, and incremental value assessment by partner type

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