Attribution in GA4: What Marketers Need to Know

Our speakers today Dan + Imogen are back by popular demand! They maxed out the theatre at PI Live with this talk so we had to revisit the topic to make sure everyone has the tools to showcase their hard work ahead of Q4. In this session we'll cover: How GA4's attribution model impacts affiliate performance reporting and why it matters. What the "Data-Driven Attribution" model really means. Why some affiliate revenue looks like it's vanished (spoiler: it hasn't) and how to prove your affiliate value with incrementality testing and smart strategy.

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