Performance marketing is booming in MENA, and for good reason. With more brands shifting their budgets to strategies that prioritize results over reach, performance models are becoming the go-to approach. And for publishers, whether you’re an influencer, a content creator, a media buyer, or an app owner, that means more opportunities to monetize your audience and skills.

But here’s the catch: having access to campaigns isn’t enough. Many publishers jump in without fully understanding how to drive actual outcomes like leads, purchases, or installs. They treat performance marketing like a traffic game, thinking clicks equal success. Spoiler: they don’t.

The reality is, performance marketing demands a mindset shift. You’re not just promoting a product, you’re part of a revenue engine. And if you want advertisers to trust you with their budgets, you have to prove that you can convert.

Whether you’re new to the space or have some experience, here are 10 common mistakes that publishers in MENA make, and how to fix them to build a sustainable, profitable presence in the performance marketing world.

1. Focusing on Clicks, Not Conversions

Getting traffic is easy. Getting the right traffic is what counts. Publishers often brag about CTRs, but advertisers care about real actions: purchases, signups, and installs. Start by understanding your audience’s intent, not only their attention.

2. Using the Same Approach for Every Market

MENA isn’t one-size-fits-all. What works in the UAE may fall flat in Egypt. Consumer behavior, language, and even content preferences vary widely. Localize your strategy based on where your traffic is coming from.

3. Running Campaigns Without a Strategy

Too many publishers run ads or post links with no clear plan. No testing, no optimization, no reporting. If you’re just hoping for results, you’re gambling, not marketing.

4. Not Testing Enough

Performance marketing rewards experimentation. Test your hooks, thumbnails, captions, landing pages, and even the time of day. What doesn’t work today might kill it tomorrow.

5. Ignoring Mobile Experience

Over 70% of users in MENA are mobile-first. If your content or landing page isn’t optimized for mobile, you’re losing conversions, period.

Read also: How to Find Affiliate Marketers in MENA + The Best Tool That Actually Works

6. Sending the Wrong Audience to the Wrong Offer

You can’t promote fitness products to a gaming audience and expect conversions. Understand the campaign’s target persona, and only promote offers that match your audience’s interests.

7. Staying Silent With Advertisers

Performance marketing is a two-way relationship. Publishers who stay quiet during campaigns, offering no feedback, no optimization suggestions, miss out on building long-term trust.

8. Skipping the Numbers

If you’re not looking at your funnel, clicks, drop-offs, and conversions, you’re flying blind. Learn where users lose interest and fix it. Data isn’t just for advertisers; it’s your roadmap too.

9. Hiding or Misrepresenting Traffic Sources

If you’re not transparent, advertisers will walk away. Be honest about how you’re driving results. Transparency builds trust, and trust brings repeat business.

10. Thinking Short-Term

Publishers treat performance marketing like a long-term business. They invest in tools, build systems, and constantly learn. Those who don’t? They burn out or get left behind.

Key Takeaway

Performance marketing is full of potential in MENA, but only if you treat it seriously. Avoid these mistakes, stay curious, and commit to growth. Advertisers aren’t just looking for traffic, they’re looking for partners who deliver real impact.