Attribution Model

An attribution model defines the logic for assigning conversion credit when a player or trader interacts with multiple affiliate touchpoints before converting. In affiliate marketing, the attribution model directly determines which partner earns the commission — making it one of the most consequential decisions an operator makes when structuring a program.

The most common models are first-click and last-click attribution. First-click credits the affiliate who initially introduced the user, while last-click credits the affiliate whose link was clicked most recently before conversion. More sophisticated approaches include multi-touch attribution, which distributes credit across multiple touchpoints, and data-driven attribution, which uses statistical modeling to assign fractional credit.

Choosing the right attribution model has direct implications for affiliate behavior. Last-click models incentivize bottom-of-funnel tactics like brand bidding and coupon sites, while first-click models reward awareness-building content affiliates. Multi-touch models attempt to balance these incentives but add complexity to commission calculations and partner reporting.

For operators, the attribution model must align with their affiliate program goals. Programs focused on new player acquisition may prefer first-click attribution, while those optimizing for conversion volume often default to last-click. The attribution window — the time period during which clicks remain eligible for credit — works in conjunction with the model to define the complete attribution logic.