Understanding How Google Analytics 4 Affects Your Affiliate Program Attribution

Malin Larsson

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 your TUNE account and Google account. In this blog post, we’ll explore the key modifications in GA4 and how they might influence your affiliate program.

Understanding GA4 Attribution Changes

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.

Data-Driven Attribution (DDA) Challenges

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

Historically, last click attribution in Google Analytics aligned with TUNE setups. With the introduction of DDA, expect to observe more significant discrepancies in reporting between the two platforms.

Aligning Reports for Consistency

For those who prefer a more aligned reporting experience between TUNE and Google, 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, navigate to Admin → Attribution Settings in your GA4 account, and then select “Last click” in the first dropdown menu.

Benefits of GA4 in 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 optimize your affiliate program accordingly.


As Google Analytics continues to evolve, understanding the developments becomes imperative for staying on top of your analytics game. By aligning reporting experiences and leveraging TUNE’s tracking capabilities, marketers can elevate their affiliate programs. In the ever-changing realm of digital analytics, TUNE remains the trusted companion, ensuring that all campaigns are tuned to perfection.

Malin Larsson

Malin is a Solutions Engineer at TUNE and brings over a decade of experience in various senior technical roles. Her team at TUNE specializes in customizing features within the platform. As an industry leader, TUNE offers brands, agencies, and affiliate networks robust infrastructure for partner marketing activities.

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