Last-Click Attribution
Last-click attribution credits the entire commission to the final affiliate or link the customer clicked before converting.
Last-click is the most common attribution model in affiliate marketing because it is simple and unambiguous: whoever the customer clicked through most recently within the cookie window gets the sale. It rewards partners who close — coupon sites, retargeting, and bottom-of-funnel content.
The trade-off is that it can under-credit partners who introduced the customer earlier in the journey, such as a reviewer or influencer who created the initial awareness. Some programs counter this with first-click or multi-touch models.
See also
- Attribution
Attribution is the process of determining which affiliate or marketing touchpoint should receive credit — and the commission — for a conversion.
- First-Click Attribution
First-click attribution credits the commission to the first affiliate or link that introduced the customer, even if other partners were involved later.
- Cookie Window
A cookie window (or cookie duration) is the length of time after a referral click during which a resulting conversion will still be credited to that affiliate.
- Commission
A commission is the payment an affiliate earns for each qualifying conversion they drive, set as a percentage of the sale or a fixed amount per action.
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