What are important things to evaluate when analyzing an affiliate marketing program's performance?

When analyzing an affiliate marketing program's performance, it's crucial to go beyond raw numbers. "Defining the narrative behind the data" means interpreting why certain trends or results are occurring, providing actionable insights rather than just reporting statistics. "Understanding program averages" establishes a baseline for performance, allowing you to identify what's typical and what deviates, whether positively or negatively. "Identifying anomalies" involves spotting unusual spikes or drops in data that could indicate issues (e.g., fraud, tracking errors) or opportunities (e.g., a highly successful campaign). "Requesting a make-good" is a negotiation tactic for underperformance, not an analytical step in evaluating performance.