What is Attribution?
The process of identifying which marketing touchpoint or affiliate deserves credit for a conversion. Attribution models determine how commissions are assigned, especially when a customer interacts with multiple affiliates before purchasing.
Related Terms
Cookie Duration
The length of time a tracking cookie remains active in a user's browser after clicking an affiliate link. If the user makes a purchase within this window, the affiliate receives credit. Cookie durations typically range from 24 hours to 365 days, with longer durations being more favorable for affiliates.
Last-Click Attribution
An attribution model where the last affiliate link a customer clicked before making a purchase receives full credit and the commission. This is the most common model used in affiliate marketing.
Conversion
The completion of a desired action by a referred visitor, such as making a purchase, signing up for a trial, or submitting a form. Conversion rate is the percentage of clicks that result in a qualifying action.