Canonical URL: https://chargezen.com/docs/spark/attribution/models

# Attribution Models

Compare and configure attribution models in Spark!

Last updated: 2026-01-19

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

## Last Click Attribution

**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

##### Industry Standard

Last-click is the most common attribution model in affiliate marketing and is Spark!'s default setting. It's straightforward and prevents disputes.

## First Click Attribution

**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

## Linear Attribution

**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

## Time Decay Attribution

**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

## Position-Based Attribution

**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

##### Choosing a Model

Start with last-click if you're new to affiliate marketing. As your program matures and you have more data, experiment with other models to see what drives better results.

## Changing Attribution Models

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

## Next Steps

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