First Click vs Last Click Attribution

First-click attribution assigns conversion credit to the affiliate who originally referred the user to the platform, regardless of how many other affiliate links the user clicked afterward. Last-click attribution assigns credit to the affiliate whose link was the final touchpoint before the user converted. These two models represent opposite ends of the attribution spectrum and create fundamentally different incentive structures for affiliate partners.

The choice between first-click and last-click affects which types of affiliates thrive in your program. First-click rewards content creators, SEO sites, and educational resources that introduce users to your brand early in their journey. Last-click rewards deal sites, coupon affiliates, and paid media buyers who capture users at the moment of decision. Neither model captures the full picture of a multi-touch customer journey, but each serves a different strategic purpose depending on your attribution window and program goals.

Most affiliate programs default to last-click because it is simpler to implement and easier for affiliates to understand. However, this can create friction with content-focused partners who feel undervalued when a coupon code or retargeting click overwrites their original referral. Some programs address this by using deep linking strategies or hybrid approaches that combine first-click for certain partner tiers with last-click for others.