Click-Attribution is essential if you want to know where your clicks are coming from and why. In this article, we’ll give you a brief overview of click-attribution and show you how it can help you to optimise your campaigns.
To understand how tracking works, first it’s important to know how cookies work. Cookies track user behaviour on websites and can show whether or not people are clicking on links. With a little help from tracking links, cookies can also determine whether or not a website visit was referred to from another site i.e. advertisers can attribute visitors to their offers to the correct affiliates.
Cookies only have a certain lifespan, meaning that there is a time limit for attribution. If the offer you are running uses a cookie with a 24 hour lifespan, and someone clicks through but doesn’t make a purchase until 2 days later, then the click may not be attributed to you. Therefore, you should make sure you know how long your attribution window is open for.
There are several types of click-attribution models, the most common being first-click and last-click.
Last Click is the most common attribution model and it attributes all of the credit of a conversion to the last place the visitor clicked from. For example, if your site was the last place that a customer visited before converting, then you will be attributed the sale.
The first-click attribution model gives attribution to the first place that sent a user to a site. For example, if there were 2 affiliates running offers to the same place, and a visitor clicked on Affiliate A’s link but did not convert straight away. Even if they later clicked on affiliate B’s link, the attribution would still be given to affiliate A. However, this depends on the attribution window. Some cookies can last for years, so it’s important to know how long they last before running an offer.
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