Happy Tuesday!
I'd like to start today's newsletter in defence of the em dash. Recently, I've seen a lot of scorn towards this symbol online. I'm here to say I think it's undeserved.
Yes, ChatGPT uses it a lot. But it's not some random hieroglyphic manufactured by AI. The em dash is one of the finest punctuation marks. More breath than a comma, not as invasive as a semi-colon. The perfect icon for when you want to interject within your own sentence – or give an offhand remark.
This week's newsletter is filled with many questions, but I hope that one thing we can agree on is the understated power of the em dash.
Now, on with the news.
Together with:
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In today's newsletter:
- Pick of the day: GA4 undervalues affiliate marketing - here's what to do about it.
- Trending: Are bottom-funnel partners over-credited?
- Top Tip of the Week: Optimising for AI search engines.
Pick of the day
GA4 Undervalues Affiliate Marketing – Here’s What To Do About It
“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.”
GA4 does not properly credit affiliate marketing. Unfortunately, it is still used as the primary reporting platform by many advertisers. Publishers are beginning to take a firm stance against this.
We explore the problems with the platform and alternative strategies below.
Trending
What's hot on Hello Partner right now
Klarna Browser Extension Accused of Hijacking Creators’ Affiliate Commissions
Klarna is the latest affiliate to receive a class-action lawsuit from creators.
Are Bottom-Funnel Partners Over-Credited?
New data suggests that just 13% of lower-funnel partners initiate the conversions for which they receive credit.
Utiq and Onetag Partner to Focus On Privacy-First Advertising Solutions
Privacy and personalisation continue to be the name of the game in 2025 so far.
PI LIVE USA: First Wave Agenda Launch is Here!
Browse the sessions we have in store this year.
We'll be launching the first wave of IMS USA sessions tomorrow at 2pm.
Head over to this page then to browse what's in store at this year's show.
Tip of the Week
Stay at the top of your game
AI chatbots and search engines, like ChatGPT and Perplexity, are becoming powerful product discovery tools. A fifth of US shoppers used them to hunt for Black Friday deals last year.
But how do you even show up in these things?
SEO on Google is tricky enough. There is at least a hazy kind of logic to optimising for that. But AI optimisation? It's anyone's guess.
Britney Muller, an AI consultant and SEO expert, shared some insights on LinkedIn.
Apparently, it is largely the same process as standard SEO. Building up your rank and authority with backlinks will help.
However, it seems that original and quotable content is especially useful for AI.
"The winners will be those brave enough to stand out with original insights, unique opinions and bold perspectives," says Muller.
Amusing Affiliates
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Until next time,
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Sol Wilkinson Journalist Email me Connect with me on LinkedIn |
