Glossary / Definition
Attribution Model.
The method used to assign credit for conversions to different marketing efforts.
Attribution models determine how credit is distributed among various touchpoints in the customer journey. Common models include last-click, first-click, linear, time-decay, and position-based attribution, each providing different insights.
In affiliate marketing, attribution affects commission payouts and performance evaluation. Clear attribution policies ensure fairness and transparency while helping optimize marketing strategies across multiple channels.
Advanced attribution modeling uses machine learning and data analysis to create custom models that reflect actual customer behavior patterns. Cross-device and cross-channel attribution are increasingly important in modern marketing environments.
Related terms
- Affiliate An individual or company that promotes products for a merchant in exchange for a commission.
- Affiliate Marketing A performance-based marketing strategy where affiliates earn commissions by promoting a merchant's products or services.
- Affiliate Network A platform that connects merchants with affiliates to facilitate affiliate marketing partnerships.
- Affiliate Program A system where a merchant rewards affiliates for driving traffic or sales through their marketing efforts.
- Commission The fee paid to an affiliate for generating a specific action, like a sale or lead.
- Click-Through Rate (CTR) The percentage of people who click on an affiliate link compared to those who view it.
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