Affiliate Attribution: Smarter Measurement for Incremental Success

On June 5, Gen3 Marketing and Affiliate Summit will host a live panel on attribution, where it fails, what it costs, and how brands can fix it.

The session brings together Greg Baines (Gen3), Steven Brown (Moonpull), Todd Crawford (Impact), and Gareth Powell (Awin) for a straight look at the current state of tracking and why publishers still struggle to get credit for the sales they drive.

Title: Affiliate Attribution: Smarter Measurement for Incremental Success

Date: Thu, Jun 5, 2025
Time: 4:30 PM – 5:00 PM BST
Location: Live Webinar
Presented by: Gen3 Marketing and Affiliate Summit

Topic:

Why attribution still fails in affiliate, and what brands can do about it. The panel will cover tracking accuracy, publisher credit, and compliance standards that actually hold up.

Attribution problems cost publishers’ money and make it harder for brands to understand what’s actually working. This panel will look at:

• What breaks in the attribution chain and how it affects partner trust
• How brands are adapting to tracking and compliance requirements
• What needs to change to make sure conversions are credited properly

The goal: less theory, more examples from people solving these problems every day.

Greg Baines – Senior Vice President, Gen3 Marketing

Greg leads affiliate strategy at Gen3 and has spent over two decades working with brands to improve tracking, compliance, and partner performance. He’s worked across digital, mobile, and offline channels, helping clients fix attribution blind spots and scale what works.

Steve Brown – CEO, Moonpull

Steven has been in affiliate since the start. He founded buyat, one of the UK’s early networks, and now runs Moonpull, a platform focused on auditing and improving tracking between advertisers and publishers. His work is about fixing trust at the technical level.

Todd Crawford – Co-founder & VP Strategic Initiatives, Impact

Todd helped build the infrastructure modern affiliate runs on. As a co-founder at Impact, he’s focused on how partnerships scale, how tracking evolves, and what brands need to do to stay aligned with current standards.

Gareth Powell – Head of Customer Insights & Strategy, Awin

With 13 years of experience in the affiliate space across retail, travel, and telecoms, Gareth will share his knowledge of attribution and performance. Since joining Awin in 2021, he’s led the charge on attribution insights and played a key role in launching Awin’s attribution reporting, helping brands and publishers close the gap between data and decisions.

Attribution gaps don’t fix themselves. If you’re a brand, you’re probably leaving conversions on the table, or miscrediting the ones you do track. If you’re a publisher, you’ve likely seen your share of missing or disputed commissions.

This session is for people who want to stop guessing. It’s about what’s broken, what’s improving, and what still needs to change if affiliate is going to deliver on what it promises.

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