Multi-touch attribution is a model that splits credit for a single conversion across several publishers or touchpoints a customer interacted with before purchasing, rather than awarding it all to one click. Splits can be even, weighted toward first or last touch, or based on custom rules, giving a fuller picture of which publishers actually influence a sale.
A customer clicks a content publisher's link, then later a coupon site's link, before buying. Under a 50/50 multi-touch split, each publisher is credited half the commission instead of the coupon site taking all of it under last-click.
It requires more sophisticated tracking infrastructure to log every touchpoint, plus network and advertiser agreement on how to split commission fairly. Many legacy affiliate networks were built around single-click attribution, so multi-touch models are typically only feasible with more advanced or custom tracking setups.
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