“The fact of the matter is that affiliate is simply not getting credit for conversions that are actually happening. Instead, they’re being credited to other channels in Google Analytics.”
In affiliate marketing, GA4 has been under scrutiny since replacing Universal Analytics in 2023.
Too often, its data differs sharply from what networks present. It also seems to specifically undervalue bottom-funnel partners.
Publishers, agencies, and brand-side affiliate marketers recognise that GA4 isn’t sufficient on its own. The platform doesn’t properly measure or reward the full scope of partnerships.
Alternatives are needed.
But too often, historical practices and biases clash with the push for innovation.
Entrenched traditions locking horns with newfangled ideas. It’s like a Faulkner novel.
Who said affiliate marketing was dull?
“Affiliate conversions are being credited to other channels”
Unlike a Faulknerian tale, my investigation didn’t take me to the Deep South, but instead to Seattle (virtually) to chat with Lacie Thompson, Chief Growth Officer at New Engen.
Thompson has been sounding the alarm on this for some time.
When we spoke, she shared a sneak preview of New Engen’s upcoming research on the issue.
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