Repeat Purchase Attribution

In prop trading, traders frequently buy more than one challenge. A trader may fail their first evaluation and retry, purchase a different account size, or run multiple challenges simultaneously. Each of these repeat purchases represents additional revenue for the prop firm -- and a potential commission event for the affiliate who originally referred that trader. Repeat purchase attribution is the process of linking these subsequent transactions back to the referring partner.

Accurate repeat purchase attribution directly affects how programs calculate affiliate LTV (lifetime value). If a program only tracks and compensates the first-time purchase, affiliates have no incentive to refer traders who are likely to become long-term customers. Programs that attribute repeat purchases fairly can identify which affiliates drive high-retention traders, allocate budgets more effectively, and build stronger partner relationships based on total value rather than volume alone.

The attribution model used for repeat purchases matters significantly. Under a first-click model, the original referring affiliate receives credit for all future purchases by that trader, regardless of any subsequent touchpoints. Under a last-click model, credit may shift to a different affiliate if the trader interacts with another partner before repurchasing. The choice of model, combined with the attribution window and cookie duration, determines how repeat revenue is distributed across the affiliate base.