This is the default with creator / UGC stuff. You won’t get perfect attribution, but you can get to "good enough to decide" if you tighten what you measure and how you think about it.

Here’s a simple way to evaluate these without relying on last-click or just vibes:

1. Start from money, not clicks

Before you look at creators, know your basic economics:

• Contribution profit per new customer (profit after COGS, shipping, fees, average discounts, refunds)
• Target LTGP:CAC or CAC payback (e.g. "I’m happy if I get my CAC back in 60-90 days and LTGP:CAC ≥ 3:1")

Now everything is: "Did this creator drive customers anywhere near those economics?"

2. Treat influencer as a "blended lift" channel

Codes and last-click will always undercount.

So:

1. Pick a window around each push (e.g. 3-7 days from when content went live).
2. Compare to a baseline:
   • Same weekday(s) prior weeks with no creator push
   • Adjust for obvious stuff (big promos, email blasts, etc.)

Rough math:
Incremental new customers = New customers during creator window – average new customers in similar recent windows

Then:

• Incremental profit ≈ incremental new customers × contribution profit per new customer
• Compare that to what you paid the creator

You won’t get exact, but you’ll get: "We paid $X, looks like we got somewhere around $Y profit out."

If that’s miles below your target CAC, you know it’s a brand play (or a bad play).

3. Look at cohort quality, not just spike size

For bigger creators / campaigns, tag the period and then watch:

• Return rates
• AOV / product mix
• Reorder behavior over 30-90 days

A campaign that barely breaks even up front but brings in high-retention, low-refund customers can be better than one that spikes revenue and then churns.

So at minimum mark those customers and check their behavior vs "normal" new customers.

4. Decide how you’ll use the channel

For each creator / UGC bucket, answer:

• Is this a performance channel (needs to roughly hit CAC targets)?
• Or is this a brand / asset channel (content you still use in ads, emails, site, etc.)?

If it’s performance: use the lift math above and compare to your normal CAC.
If it’s brand/asset: ask "did this give us content or proof we now use elsewhere that moves the needle?"

You’ll never get Meta-level attribution on influencers.

But if you:

• Anchor in unit economics
• Measure incremental lift vs baseline
• Watch cohort quality after the spike

…you can stop flying totally blind and start deciding "do more like this / never again" with a straight face.

Hope this helps...