HelloPartner: Lacie Thompson on GA4 & Affiliate Marketing Measurement

The following is a summary of an article published by HelloPartner on March 18th, 2025.

SEATTLE, WA - In a recent Hello Partner article, New Engen SVP of Growth, Affiliate, Lacie Thompson, shared her perspective on the challenges of measuring affiliate marketing performance with Google’s GA4.

“You can't rely on GA4 to get it right,” Thompson stated, emphasizing the need for marketers to compare GA4 data with alternative measurement tools like Marketing Mix Modeling (MMM). She noted that while GA4 presents limitations—especially in accurately attributing lower-funnel partners—integrating its insights with other methodologies can lead to a more comprehensive view of affiliate program performance.As the debate over GA4 continues, Thompson emphasizes the importance of a multi-faceted approach to measurement.

Read the full article on Hello Partner to explore the discussion in depth.

About HelloPartnerHelloPartner is a leading publication covering affiliate, performance, and influencer marketing. Through expert interviews and in-depth reporting, HelloPartner provides insights that help brands navigate the evolving digital marketing landscape.