In affiliate marketing, how do we decide which affiliate gets credit for a sale? That’s where first attribution and last attribution models come in. These models determine whether the affiliate who sparks the customer journey or the one who closes the deal takes the win. Let’s break it down in simple terms:
First Attribution
What It Means: The first attribution model rewards the affiliate who starts the conversation. If a customer clicks on an affiliate’s referral link, that affiliate gets credit for the sale—even if the customer later interacts with another affiliate before purchasing.
When to Use It: This model is perfect if you value the spark—the initial touchpoint that puts your product or service on a potential customer’s radar. It’s a great way to encourage affiliates to focus on awareness and education rather than just closing deals.
Think of it like this: Imagine Affiliate A planting the seed by introducing your offer. That effort is what gets the wheels turning for the customer, so Affiliate A deserves recognition—even if someone else waters the plant later.
Last Attribution
What It Means: The last attribution model rewards the affiliate who seals the deal. The credit goes to the affiliate whose referral link was clicked last before the customer made a purchase.
When to Use It: This is the go-to model for most affiliate programs because it emphasizes closing power. Affiliates are motivated to push for conversions, knowing their efforts will pay off if they’re the last touchpoint in the buyer’s journey.
Think of it like this: Affiliate B swoops in at the last moment, giving the customer the final nudge they need to commit. Without their timely reminder or compelling offer, the sale might never have happened.
Hot Tip: Whoever has the best bonus is often the one who snags the sale. Make sure you're thinking about this as you help your affiliates sell your offers!
Real-Life Example
Let’s make it crystal clear with a scenario:
First Attribution
Affiliate A shares a referral link, and a curious customer clicks on it. But they’re not ready to buy yet.
A week later, the customer clicks Affiliate B’s link and makes a purchase.
Under first attribution, Affiliate A gets credit because they planted the seed.
Last Attribution
Same setup: Affiliate A gets the customer intrigued, but Affiliate B’s link is the final touchpoint before purchase.
Under last attribution, Affiliate B gets credit for being the closer.
So, Which Model Is Right for You?
Choosing between first and last attribution depends on your priorities:
Want to reward awareness and reach? Go with first attribution.
Prefer to incentivize conversions? Stick with last attribution.
Both models have their strengths, and the magic happens when you align your affiliate program with your broader marketing strategy. At Rootabl, we believe in empowering affiliates to shine at every stage of the customer journey—because every role matters in building a thriving ecosystem. 🌱
Ready to decide? Let’s lay the groundwork together. Your affiliate program’s success starts with the right strategy.