Attribution Models

Attribution models determine which affiliate receives credit when multiple touchpoints contribute to a conversion. Choose the model that best fits your program's goals.

100% credit to the last affiliate clicked before purchase.

Best for: Programs focused on conversion optimization

• Pros: Simple, rewards closers, easy to understand
• Cons: Ignores awareness-building affiliates, may incentivize coupon/deal sites

100% credit to the first affiliate who introduced the customer.

Best for: Programs focused on customer acquisition

• Pros: Rewards discovery, incentivizes awareness-building
• Cons: May credit affiliates for sales that would have happened anyway

Credit split equally among all affiliates in the customer journey.

Best for: Programs valuing all touchpoints equally

• Pros: Fair to all contributors, encourages collaboration
• Cons: Complex to explain, smaller individual commissions

More credit to touchpoints closer to conversion.

Best for: Balanced programs valuing both awareness and conversion

• Pros: Balances discovery and closing, mathematically sound
• Cons: Harder to explain to affiliates

40% to first touch, 40% to last touch, 20% split among middle touches.

Best for: Programs valuing both introduction and conversion

• Pros: Rewards key moments, acknowledges full journey
• Cons: Requires clear communication about the model

You can change your attribution model at any time:

1. Go to Settings → Attribution → Attribution Model
2. Select your new model
3. Choose whether to apply retroactively (historical data) or only to new conversions
4. Save changes