A player often sees several sites before signing up. Attribution decides which affiliate gets that player, and with them the commission.
The usual models
- Last click: the player belongs to the affiliate whose link they clicked last, while the cookie is valid.
- First click: the player belongs to the affiliate who brought them first, if they sign up within the cookie period.
- Lifetime binding: after sign up the player stays with the affiliate for all future settlements.
Example. A player clicks affiliate A’s link on 1 March and affiliate B’s link on 10 March, then signs up on 12 March. Under last click the player belongs to B, under first click to A.
Programmes rarely publish their attribution model. Before you start, ask which model applies and what happens when a player uses another affiliate’s promo code.