Q: Last-click or multi-touch attribution for paying affiliates?

Q: Last-click or multi-touch attribution for paying affiliates?

For paying partners, last-click is usually the right default — and not because it's most accurate. It's the only model affiliates can independently verify against their own logs. Multi-touch makes payouts a black box, and disputes explode.

Use last-click when your partner mix is direct-response (review sites, coupon, paid social). Everyone understands the rule.

Consider position-based or first-click weighting only when you're heavy on content and influencer partners who introduce customers but lose the final click to a coupon site. Without it, your coupon partners cannibalize the affiliates who actually drove discovery.

The practical fix many advertisers miss: keep last-click for payout, but add coupon/loyalty 'commission reduction' rules so a last-second code doesn't steal full credit. You don't need full multi-touch to solve the real problem.

Caveat: any rule change is retroactive trust damage. Announce it 30 days out.

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