Attribution, reporting and metrics that survive scrutiny.
Reach counts opportunity, not attention, and it can always be bought. The measures that survive a finance review are incremental revenue, CPA by creator, contribution margin after fees, and payback period.
Last-click is a convention, not a description of how people decide. Codes leak and cookies get lost, so the tracked total is both inflated and deflated at once. Report the gap rather than the convenient figure.
The first-hours spike tells you almost nothing. Content still gaining views on day five is working on strangers, which is what paid distribution buys more of. Amplify what converted, not what was liked.