Glossary

Attribution

Attribution is the set of rules deciding which click (and therefore which source, campaign, and partner) gets credit for a conversion. Affiliate and performance tracking is overwhelmingly last-click: the most recent click before the conversion wins, identified deterministically by its click ID, within a defined attribution window.

How it works

Click-ID attribution makes the mechanics simple: the conversion postback carries one click ID, and that click is the winner by construction. The attribution window bounds it in time — with a 30-day window, a conversion 31 days after the click no longer counts. Windows are set per offer and are part of the commercial terms.

Multi-touch models (first-click, linear, time-decay) exist mostly in ecosystems that observe the whole journey, like e-commerce analytics. Between businesses that pay each other per conversion, last-click remains the standard because it is deterministic and auditable.

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