The argument between Cost Per Sale (CPS) and Cost Per Lead (CPL) still divides marketers as we move through the affiliate landscape of 2026. The truth is that making money isn't about which model is "better" in an objective way. It's about which one fits with your traffic source and your audience's intent. In 2026, when privacy laws are getting stricter and user journeys are getting more complicated, knowing the difference between these two models is the key to making the most money. Smart affiliates are no longer choosing one over the other; instead, they are using both in a smart way to reach users at different points in the funnel.
The Case for CPL: Volume and Predictability
Cost Per Lead (CPL) models pay you when a user gives you their information, like an email address, a form fill, or a quote request, even if they don't buy anything. CPL is very profitable for "cold" or "warm" traffic sources like social media ads or broad content blogs because it is easier to get started. Because the user doesn't have to get their credit card out, conversion rates are usually much higher. Even if the payout per action is lower than a sale, working with well-known affiliate marketing companies that focus on finance (loans, insurance) or education can bring in a steady stream of high-volume income through CPL.
The Case for CPS: Mastering High Ticket Sales
CPS, or Cost Per Sale, is still the best way to make money on high-ticket items. You only get paid when a sale happens, but the commissions can be very high, usually between 10% and 50% of the sale price. CPS is doing very well in the "high intent" search space in 2026. Your audience is ready to buy if they are looking for "best gaming laptop reviews" or "VPN comparison." Affiliate marketing programs in the software (SaaS) and high-end e-commerce industries are giving affiliates who can close the deal the highest CPS rates ever. Even though the volume is lower than CPL, one conversion can be worth hundreds of dollars.
What Risk Tolerance Means
Risk also affects how much money you make. CPS is riskier for the affiliate because they have to rely on the merchant to make the sale. You won't make any money if their checkout page doesn't work or their prices are too high, even if you send them traffic. CPL transfers that risk to the advertiser; you get paid for the lead, and it's up to them to turn it into money later. For affiliates with smaller budgets who can't wait for sales attribution, CPL offers a safer, more liquid cash flow model that keeps the business going.
The source of traffic determines profitability
The "more profitable" option depends entirely on where your traffic comes from. If you have a lot of casual followers on YouTube or Instagram, CPL is usually the better choice because you can make money off of people who are interested right away. On the other hand, if you have a niche review site that gets traffic from SEO, CPS is likely to bring in more money per visitor (RPV). A lot of successful affiliate marketing sites now use a mix of CPL and CPS offers. For example, they use CPL offers like "get a free quote" to get leads at the top of the funnel and CPS offers like "buy this specific tool" for people who are further along in the decision-making process.
The Decision for 2026
In the end, the affiliates that make the most money in 2026 are the ones that don't see these models as separate from each other. "Intent mapping" is becoming more popular in the market. Use CPL to make money from a wide audience and grow your email list. Then use CPS to make money from that list by giving them high-value recommendations. By spreading your investments across both models, you protect your income from changes in the market and make sure that you are making money from all parts of your audience.