Last click attribution is lying to you.

Incrementality testing consistently shows it overstates affiliate contribution by 30 to 40%. For most programs, that means a real chunk of budget is flowing to partners who are capturing demand instead of creating it. You are paying commissions on conversions that were happening anyway.

In this session, AP’s strategy and analytics leads walk through the framework we use to audit and optimize multi-market affiliate programs. You’ll see how enterprise brands map their partner ecosystem, classify every partner by efficiency and volume, and find hidden waste without touching baseline revenue.

You’ll leave with a partner classification methodology you can apply this quarter, plus your own Incrementality Maturity Score: a self-assessment that shows where your program sits on the curve and what your next move should be.