Last-Click Attribution
TL;DR — Last-click attribution gives 100% of the commission credit to the publisher whose affiliate link was clicked most recently before a customer completed a purchase. It’s the most widely used attribution model in affiliate marketing. On Involve Asia, last-click attribution means the final tracking link clicked before checkout determines which publisher earns the commission — regardless of earlier clicks from other publishers.
What Is Last-Click Attribution?
Last-click attribution is a rule that assigns full credit for a conversion to the last affiliate link a customer clicked before completing their purchase. If a customer clicked three different publishers’ links over the course of a week before buying, only the publisher whose link was clicked most recently receives the commission. The earlier clicks receive nothing, regardless of how much influence they may have had on the customer’s decision.
This model is widely used because it’s simple to implement and straightforward to audit. Every conversion has a clear, single owner — the publisher with the most recent click — which avoids the complexity of splitting or distributing commissions across multiple parties.
Last-Click Attribution on Involve Asia
On Involve Asia, last-click attribution is the standard model. When a customer clicks multiple affiliate tracking links from different publishers before completing a purchase, the commission is awarded to the publisher whose link was most recently clicked before the conversion.
This is why cookie window, click-to-conversion time, and deduplication all matter alongside attribution — together they determine whether the right publisher’s cookie is still active at the moment of purchase, and which click ultimately wins the commission. Publishers who rely on content and SEO to introduce products to customers should be aware that their first-touch influence may not translate into last-click credit if the customer visits a coupon site before buying.
Related Terms: Attribution Type · Cookie Period · Deduplication · Click to Conversion Time · Coupon/Deals Publisher
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