Quoted in HelloPartner: Lacie Thompson on GA4’s Impact on Affiliate Marketing

The following summarizes an article from HelloPartner, published on February 14, 2025.

SEATTLE, WA – Google Analytics 4 (GA4) is changing how marketers measure performance, but when it comes to affiliate marketing, it often falls short. New Engen’s Chief Growth Officer, Lacie Thompson, spoke with HelloPartner about how GA4’s default attribution can undervalue affiliate marketing—and what brands can do to fix it.

GA4’s default attribution often ignores the role of affiliate, which can lead brands to underinvest in a proven revenue driver. Layering in additional measurement methods is key to getting the full picture.

Key takeaways from the article:

• GA4’s attribution model favors other channels – This often results in affiliate marketing getting less credit than it deserves.
• Over-relying on GA4 can lead to misallocated budgets – Brands may cut affiliate investment due to incomplete data.
• Supplementing GA4 with additional tracking is essential – Leveraging incrementality testing and platform data ensures a more accurate view.
• Affiliate marketing’s impact goes beyond last-click – A holistic measurement approach helps brands make better decisions.

Read GA4 Undervalues Affiliate Marketing—Here’s What to Do About It on HelloPartner to see the full conversation with Lacie Thompson and learn how brands can improve their measurement strategies.

About HelloPartner
HelloPartner 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.

About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey—maximizing it, measuring it, and repeating it. With deep expertise across digital channels, we challenge the status quo to put our clients on the cutting edge of what’s possible in marketing.