Google Analytics 4 (GA4) recently made some significant changes, directly impacting affiliate marketing measurement.
This article covers a few points you need to be aware of.
Transition from last-click model to data-driven attribution
GA4 introduces a paradigm shift, replacing the familiar last-click model found in Universal Analytics (UA) with the data-driven attribution (DDA) model as the default setting. This transition marks a significant change from common practices, empowering advertisers with a better understanding of customer journeys and touchpoint interactions.
Algorithmic attribution vs. last-click
While UA relied on a simplistic last-click model, GA4 employs machine learning algorithms to understand the intricate impact of various touchpoints on a conversion. This means advertisers gain a deeper understanding of how different interactions, beyond just the final click, influence their customers’ decisions. By leveraging this advanced attribution model, advertisers can make more informed decisions about their marketing strategies, allocate budgets more effectively across various touchpoints, and optimize their campaigns for maximum impact.
Potential bias towards Google channels
Advertisers need to be mindful of biases towards Google media, such as search ads and display ads, as GA4’s algorithm heavily favours this source. This means that when advertisers are analysing the performance of their campaigns, they need to consider the potential bias towards these channels and ensure they’re not overlooking the contribution of other marketing channels such as affiliate.
50 touchpoints across a 90-day window
Unlike UA’s focus on the last four interactions, GA4 considers the last 50 touchpoints in a conversion path of a customer. Advertisers can choose between a 30, 60, or 90-day lookback window for conversion events, which allows for a more comprehensive view of the customer’s journey. Additionally, this flexibility allows advertisers to adapt their measurement approach to better align with their specific marketing objectives.
Increase in event tracking
GA4 revolutionizes on-site engagement tracking by allowing advertisers to add up to 25 event parameters, offering a more detailed understanding of user interactions. Awin advertisers can use the improved data to understand potential trouble spots on their landing pages which could negatively impact conversion.
Collaboration between advertisers and partners for a smooth transition
Under the new model, sales and revenue generated through affiliate channels are no longer solely attributed to the last click in the conversion journey. Instead, credit is distributed across all touchpoints involved in the conversion path. This shift may impact lower-funnel partners whose contributions were previously credited in full under the last-click attribution model. As a result, these partners may experience a reduction in reported sales and revenue as their contributions are now shared with other touchpoints in the conversion path. Advertisers need to be aware of these changes to effectively assess the performance of their affiliate channels and adjust their strategies accordingly.
Consider GA4 data holistically when validating sales
Advertisers should no longer rely on validating affiliate sales based on the data shown in GA4 - attribution data should simply be considered for a holistic overview, rather than verification for approving or denying payment. Internal data should be the primary source for verifying order status and determining commission payments.
Summary
Embracing Google Analytics 4 (GA4) brings about a fundamental shift in affiliate marketing attribution. The transition from the last-click model to the data-driven attribution (DDA) model requires a nuanced understanding for Awin advertisers. Awin advertisers must adapt to these changes, acknowledging the impact on various touchpoints and the challenges associated with GA4’s data-driven model.
Navigating these changes requires collaboration and understanding between advertisers and partners. A coordinated effort, coupled with Awin’s support, ensures a smooth transition into the GA4, empowering advertisers to make informed decisions and optimize their affiliate marketing strategies.
For queries related to GA4 and its impact on affiliate attribution, reach out to our support team. We’re here to provide guidance and support to navigate these changes successfully. If you have a dedicated Awin contact, please reach out to them. If not, you can get in touch with our support team by filling out the contact form.