Attribution model

The most common model is last-click attribution — the final affiliate link clicked before conversion gets full credit. First-click attribution gives credit to whoever first introduced the customer. Some advanced programs use linear attribution, splitting credit across all touchpoints. The choice of model directly affects how affiliates are compensated and incentivised.

Attribution model affects fairness and behaviour. Last-click attribution tends to reward affiliates who target bottom-of-funnel audiences (review sites, coupon sites) over those who drive top-of-funnel awareness. If your affiliates primarily create content that introduces new customers, a first-click or linear model may better reflect their actual contribution.