Q: First-click or last-click attribution for my affiliates?

Q: First-click or last-click attribution for my affiliates?

Last-click is the default for good reason, but the real decision is what you do about the partners it punishes. Last-click rewards the closer and starves the introducer, which over time pushes everyone toward bottom-funnel coupon and brand-bidding tactics.

How to balance it:

— Keep last-click as your settlement rule. It's simple and affiliates understand it.
— Add a smaller 'assist' or first-touch bonus for content partners who demonstrably start journeys, funded from the margin those journeys create.
— Set a sane cookie window (30-45 days) so a real introducer isn't erased by a same-day coupon click.

Caveat: don't move to full multi-touch unless you can show every partner exactly what they earned and why. An attribution model nobody can audit breeds more disputes than it solves. Pick the rule you can explain in two sentences, then patch its blind spots with targeted bonuses.

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