While you’re at it, check your attribution model. Last-click attribution is still the default for many programs, but it consistently undervalues the contribution of content partners, influencers, and upper-funnel affiliates who play a critical role in the customer journey but rarely get credit for the final click. If you’re serious about building a diverse, high-performing partner mix, your attribution model needs to reflect how customers actually shop, not just who happens to be last in line before checkout.
