Attribution Type
TL;DR — Attribution type is the rule that determines which publisher gets credit for a conversion when multiple clicks were involved in the customer’s journey. The most common types are last-click, first-click, and multi-touch attribution. On Involve Asia, attribution follows a last-click model — the publisher whose link was clicked most recently before the purchase is credited for the conversion.
What Is Attribution Type?
Attribution type defines how credit for a conversion is assigned when a customer has interacted with more than one affiliate link before making a purchase. A shopper might click a content publisher’s review link, then visit a coupon site and click another affiliate link before checking out. Attribution type determines which of those publishers — or what combination of them — receives the commission.
The three most common attribution types are last-click, first-click, and multi-touch. Last-click gives all credit to the final affiliate link clicked before conversion — the most widely used default across affiliate platforms. First-click gives credit to the first publisher who introduced the customer to the product, regardless of what happened afterwards. Multi-touch distributes credit across multiple publishers involved in the customer’s journey, weighted in different ways depending on the model.
Attribution type matters most in competitive offer categories where multiple publishers promote the same advertiser. Publishers who sit earlier in the customer journey — like content or SEO publishers — may drive influence but lose credit to last-click publishers like coupon sites if the customer uses a discount code right before checkout.
Attribution Type on Involve Asia
Involve Asia uses last-click attribution as its standard model. When a customer clicks multiple affiliate links before completing a purchase, the publisher whose link was clicked most recently before checkout is credited for the conversion and earns the commission.
This is why track type, cookie window, and click-to-conversion time all matter alongside attribution — they determine whether the right publisher’s cookie is still active when the conversion happens, and which click ultimately wins the attribution.
Related Terms: Deduplication · Click to Conversion Time · Cookie Period · Commission
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