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This post was originally published on tune.com.


In the ever-evolving landscape of digital analytics, staying ahead of the curve is essential. The advent of Google Analytics 4 (GA4) has brought about significant changes, particularly affecting the harmony between affiliate tracking platforms like TUNE and Google Analytics.

In this blog post, we’ll explore the key changes in GA4 and how they can influence tracking and reporting in affiliate programs.

Examining the Changes in GA4 Tracking

The transition from Universal Analytics to GA4 marks a paradigm shift.

GA4 introduces a new property that departs from the conventional approach of tracking pageviews and sessions. Instead, it focuses on collecting events and user properties, offering greater flexibility in tracking and attribution.

Behavioral and conversion modeling have also been integrated into GA4, setting the stage for a more dynamic analytical experience.

Challenge: Data-Driven Attribution (DDA)

One of GA4’s most notable features is data-driven attribution (DDA), designed to provide a more comprehensive performance overview. While DDA offers valuable insights, it introduces challenges when it comes to measuring and comparing affiliate activities.

Historically, last click attribution in Google Analytics aligned with TUNE tracking setups. With the introduction of DDA, affiliate platform users — including those on TUNE — should expect to observe more significant discrepancies in reporting between the two platforms.

How to Realign Reports for Consistency

If you prefer a more aligned reporting experience between your affiliate tracking platform and Google Analytics, there’s a solution within GA4.

By adjusting the attribution settings, you can revert to the familiarity of last click attribution. This not only streamlines the reporting process but also ensures a smoother transition for those accustomed to the previous setup.

To adjust these settings in your Google Analytics 4 account, navigate to Admin → Attribution Settings and select “Last click” in the first dropdown menu.

Benefit: GA4 for Multi-Channel Analysis

While navigating the discrepancies, it’s crucial to recognize the benefits GA4 brings to the table.

GA4’s capabilities extend beyond just tracking; it provides a valuable tool for analyzing performance across various channels. Leveraging GA4’s features can enhance your understanding of user behavior and enable you to optimize your affiliate program accordingly.

Making the Most of GA4

As Google Analytics continues to evolve, understanding GA4 and future developments is imperative for marketers who want to stay on top of their analytics game. By aligning your reporting experiences and leveraging tracking capabilities like TUNE's postback, you can elevate your affiliate program to new heights.

In the ever-changing realm of digital analytics, TUNE remains the trusted companion, ensuring that all campaigns are tuned to perfection.