Google Analytics

Afflo works with Google Analytics out of the box — affiliate links already carry UTM parameters so traffic shows up properly in your GA reports. This page covers how to use that data well.

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What happens by default

Every affiliate link Afflo generates includes UTM parameters:

• utm_source=afflo (configurable on the program)
• utm_medium=affiliate
• utm_campaign=<program name>
• utm_content=<affiliate id or handle>

When a shopper clicks, Google Analytics sees these and attributes the session to your affiliate channel.

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Read affiliate traffic in GA

Open your GA property and filter by source=afflo (or whatever source you set):

• Compare bounce rate and conversion rate against other channels.
• Break down utm_content to see which specific creators drive the most engaged visits.
• Use utm_campaign to compare program performance.

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Customize UTMs per program

Each program has its own UTM values in Afflo. Keep them consistent across programs so GA reports stay clean:

• utm_source — a single value across all programs (for example, afflo)
• utm_medium — always affiliate
• utm_campaign — the program name

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Tips

• Don’t shorten affiliate links with third-party shorteners. Shorteners can strip UTMs.
• If you use GA4, set up a custom audience for source=afflo so you can retarget engaged shoppers later.
• Cross-check GA’s affiliate numbers against Afflo’s Link Statistics. GA measures sessions; Afflo measures attributed sales. Both matter.

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Troubleshooting

Sessions without UTMs. Usually caused by shortened or rewritten links. Confirm partners share the raw Afflo link. Numbers don’t match between GA and Afflo. Expected. GA counts sessions; Afflo counts attributed orders within the program’s window.

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