Attribution Challenges in GA4 for Affiliates

In GA4, sessions do not break, leading to affiliate channels not receiving credit as they were traditionally the last click in a session. This has been detrimental to affiliates who are typically viewed as part of the last-click attribution. Additionally, returning to the site the next day via direct entry could mistakenly attribute the session to affiliates due to GA4's last non-direct recognition. It is crucial to be cautious of this scenario, especially for sites with multiple session returns. Furthermore, using UTM tags on internal links is discouraged as it can cause issues in both Universal Analytics and GA4, which can lead to inaccurate attributions. Avoiding this practice is highly recommended to maintain proper tracking and attribution.