Does the offer's attribution model change which one I pick?

Does the offer's attribution model change which one I pick?

Q: One offer has sticky/lifetime cookies, another is last-click only. How much should that sway me?

A: A lot, depending on whether you create demand or capture it.

— Sticky or lifetime attribution rewards traffic that introduces the product: content, reviews, top-of-funnel. The user may convert days later and you still get credit.
— Last-click favors bottom-funnel traffic that catches the user ready to buy: search on the brand, coupon, retargeting.
— Mismatch costs you real money. Content traffic on a last-click offer hands your conversions to whoever the user clicks last.

Short version: introducing demand needs sticky attribution, capturing demand survives last-click.

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