In this week’s episode of the Affiliate Marketing Podcast, Lee-Ann Johnstone is joined by Michael Cole, SVP of Marketing at Everflow, to discuss the evolution of affiliate marketing measurement and attribution. With $5 billion in transactions tracked through Everflow’s platform last year, Michael shares valuable insights on how brands can leverage data to optimise their affiliate programs.
Talking points include:
- Moving beyond one-dimensional attribution to track the entire customer journey
- Breaking down silos between affiliate marketing and other digital channels
- Implementing first-touch vs. last-touch attribution strategies for different partner types
The Value Beyond Last-Click
Michael identifies two major missed opportunities for affiliate managers: failing to measure pre-conversion engagement and overlooking post-purchase customer behaviour. By tracking these additional touchpoints, affiliate managers can tell a more compelling story about the channel’s impact on demand generation and customer lifetime value. This broader perspective can help secure additional resources by demonstrating 30-70% more revenue contribution than what’s captured in traditional conversion metrics.
Building Internal Allies Through Data Sharing
One key reason affiliate marketing remains siloed is conflicting analytics platforms between affiliate teams and other marketing departments. Michael recommends breaking down these barriers by making affiliate data valuable to stakeholders outside the immediate team. When media buyers, CMOs, and other decision-makers can access performance insights that help them look better to their superiors, they become advocates for the affiliate channel’s importance to the company’s overall success.
Strategic Attribution for Different Partner Types
Rather than implementing overly complex attribution models that distribute credit too thinly, Michael advocates for a strategic split between first-touch and last-touch attribution based on partner type. Content publishers and influencers who reach consumers early in their journey should receive first-touch credit, while conversion-focused partners like coupon and loyalty sites should remain on last-touch attribution. This approach better aligns incentives with each partner’s role in the customer journey.
Our thanks go to Everflow as this season’s sponsor. Would you like to talk about sponsoring our podcast, or gaining a brand mention? Take a look here.
Listen to find out more about:
- How one finance client achieved 740% program growth by sharing event-level data with affiliates.
- Warning signs that your current tech stack isn’t serving your program’s growth needs.
- Practical first steps for implementing more sophisticated tracking without overwhelming resources.
Key segments of this podcast and where you can tune in to go direct:
[03:03] Michael explains how Everflow tracks $5 billion in transactions annually and discusses his background launching major brands like Shopify through affiliate marketing.
[06:05] Case study on Vibrant Performance and Unlock, showing how granular conversion event data helped affiliates optimise placements and drove 740% program growth.
[24:48] Breaking down attribution models: why sophisticated affiliate programs should implement separate first-touch attribution for content partners and last-touch for transaction-focused partners.
ELEVATE 2025: Time is running out to join the revolution!
Join us in London on July 15 and 16 for two days of pure performance marketing acceleration.
Check out the agenda, get your ticket AND get your entries in for the BRAND NEW AFFIVERSE RAV AWARDS here.
Miss it and miss out!
#AffiliateWINS: Your Victory Lap Starts Now!
Join the #AffiliateWINS movement! Share your affiliate marketing triumphs and success stories on social media to help spread positivity throughout the industry.
Time to flip the script: less calling out, more calling UP. Let’s make #AffiliateWINS the hashtag that dominates feeds everywhere!
Ready to brag? Share success stories like these:
- “Just closed our best Q1 ever with the partner who’s been in it with us since day one. Loyalty pays dividends. #AffiliateWINS”
- “Our affiliate just turned a shoestring budget into 5x ROAS using nothing but authentic UGC and love. Small spend, massive returns. #AffiliateWINS”
- “Here’s to the quiet achievers steadily driving volume without the spotlight. You’re the backbone of this industry. #AffiliateWINS”
Each week on the Affiliate Marketing Podcast, we’re showcasing why affiliate isn’t just a moment—it’s EVERY moment in your business. Share your #AffiliateWINS as we unveil an incredible lineup of guests and features, brought to you by our season sponsors at Everflow.io.
Use the hashtag to shout-out your wins and positivity on social channels or contact us directly with your stories.
Get Your Questions Answered by Lee-Ann!
Use this form to submit a question to Lee-Ann and get it answered on the Affiliate Marketing Podcast.
Rate, Review & Subscribe on Apple Podcasts
“I love Affiverse’s Affiliate Marketing Podcast.” <– If that sounds like you, please give us a 5 Star rating here! Taking the time to do that, helps us support more people in our community to access digital and affiliate marketing insights, expert lead learnings and allows us to share the latest online marketing tactics that help Affiliate programs and businesses to grow.
Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.”
Also, if you haven’t done so already, subscribe to our weekly newsletter and never miss out on FREE insights and training.
Advertise on our Podcast!
Gain EXPOSURE and Get RESULTS by advertising on the Affiliate Marketing Podcast!
For affiliate managers, podcast ads can be more than just another ad. They are a conversation. When a podcast host talks about a product or service, it feels more like a recommendation from a friend than a traditional advertisement. This level of trust and authenticity is hard to find elsewhere.
