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Are First-Click and Last-Click Attribution Models Outdated in Affiliate Marketing?
Are First-Click and Last-Click Attribution Models Outdated in Affiliate Marketing?
Are First-Click and Last-Click Models Outdated in Affiliate Marketing?
Affiliate marketing has become far more sophisticated than it was a decade ago. Yet many programmes still rely on first-click or last-click attribution to measure partner value. These models once offered a simple way to allocate commission, but in a landscape dominated by multi-device journeys, influencer touchpoints, retargeting, and performance optimisation, they no longer provide an accurate reflection of how users convert.
This article explores why these models are increasingly outdated, what they miss, and how advertisers can move towards attribution that truly rewards partners for the value they contribute. It is written with a focus on the competitive advantages offered by Optimise Media.
Why First-Click and Last-Click Fall Short
First-click and last-click models were designed for a simpler internet. A single affiliate often drove the discovery and the conversion. That is no longer the case. Several issues now limit their effectiveness.
1. They ignore every other contributor
If a user first discovers a brand through a content site, compares products through a review partner, and finally converts via a cashback platform, only one of those partners receives full credit. This distorts performance data and discourages partners who drive awareness and mid-funnel engagement.
2. They reward behaviour, not value
Last-click, in particular, incentivises partners to focus on conversion-stealing tactics rather than true value creation. Meanwhile, high-quality long-tail publishers and influencers often lose out despite being essential to early-stage engagement.
3. They fail to account for realistic user journeys
Customer behaviour now spans mobile, desktop, social channels, and multiple sessions. First-click and last-click models cannot capture these journeys in any meaningful way.
4. They limit programme growth
Brands relying on outdated attribution miss opportunities to identify partners that actually drive incremental sales. Investment becomes skewed towards those who appear to perform well under flawed models, not those who genuinely influence consumer decisions.
Why Modern Attribution Matters
A more advanced measurement approach offers benefits far beyond fairer commission.
Better partner relationships
When publishers are rewarded proportionately to their contribution, they are far more likely to invest in high-quality campaigns.
More efficient spend
Multi-touch attribution highlights which partners contribute at each stage, enabling advertisers to invest where it produces real uplift.
Improved customer acquisition
Understanding which channels create early engagement allows brands to strengthen strategies that attract new customers rather than simply convert existing ones.
How Optimise Media Tackles the Attribution Challenge
Optimise Media recognises the limitations of traditional models. Our performance-driven platform provides advertisers with a far more accurate representation of partner value by analysing full user journeys and identifying genuine incremental influence.
Key advantages include:
-
Multi-touch insight
We capture and measure interactions across the entire funnel, allowing brands to understand how each partner contributes to awareness, consideration, and conversion. -
Fair and transparent commissioning
Instead of favouring partners at the very beginning or end of the path, commission can be aligned with the actual role each partner plays. -
Intelligent decision-making
Data-rich reporting supports more effective optimisation, ensuring spend is directed towards partners driving genuine growth. -
Reduced reliance on cookie-based tracking
With cross-device journeys becoming standard, Optimise’s tracking reduces attribution blind spots and ensures credit is allocated accurately.
What Models Are Replacing First-Click and Last-Click?
Advertisers are moving towards more balanced and realistic approaches, including:
-
Linear attribution
Treats all touchpoints equally. Simple and fair for programmes transitioning out of last-click. -
Time-decay attribution
Allocates more credit to recent interactions while still valuing earlier contributions. -
Position-based (U-shaped) attribution
Gives more credit to first and last interactions but still rewards mid-funnel contributors. -
Incrementality-focused models
Prioritise partners that genuinely drive new business using uplift data, controlled experiments, and predictive modelling.
These models better reflect modern consumer behaviour and encourage publishers to contribute meaningfully throughout the journey.
Why Advertisers Should Act Now
Relying on first-click or last-click makes performance reporting increasingly inaccurate and undermines programme transparency. It also discourages partners who offer true value because they struggle to earn commission under outdated rules.
With advanced measurement now accessible and privacy-centred tracking evolving rapidly, shifting to more modern attribution is essential for brands aiming to stay competitive.
Conclusion
First-click and last-click models no longer represent the reality of modern affiliate marketing. They provide an incomplete view of performance, misallocate budget, and create friction within partner ecosystems. More sophisticated attribution approaches reveal the full value of each partner and unlock sustainable programme growth.
Optimise Media’s data-driven attribution solutions offer advertisers a more accurate, transparent, and growth-focused alternative. Moving beyond simple attribution is not only a strategic upgrade but an essential step to ensuring your programme reflects the real value your partners deliver.