Last-click attribution makes cashback and voucher publishers look like your best performers. In reality, they often just intercept the final step of journeys that started elsewhere. We implement proper attribution models that show you which publishers genuinely drive revenue and which ones just claim it.
What's Included
We build attribution models that match how your customers actually discover and buy from you. Clean de-duplication, cross-channel journey mapping, and incrementality testing give you the data to invest confidently in the right publishers.
Get a ProposalOur Process
Before any attribution modelling can be meaningful, de-duplication must be correct. We ensure affiliate conversions are not double-counted with paid search, email, or direct channels. Most programmes have de-duplication gaps.
We use GA4 and network data to map the full customer journey. Where does affiliate activity sit in the path to purchase? Are publishers introducing new customers or intercepting existing ones?
We implement a model suited to your conversion volume. Data-driven attribution uses machine learning. Position-based or time-decay models are used for lower-volume programmes with documented assumptions.
We design tests to validate that the publishers you are paying are actually driving revenue, not just claiming credit. Geo-based tests or publisher pause tests provide genuine evidence for budget decisions.
FAQs
De-duplication ensures that when a customer converts through multiple channels, commission is only paid once. Without it, you may pay an affiliate publisher commission on a sale that was also attributed to a paid search click, email campaign, or organic visit.
Voucher publishers intercept customers at the final moment before checkout. The customer was already going to buy but searched for a discount code. Last-click gives the voucher site full credit for a sale it did not influence. Multi-touch attribution allocates partial credit to the earlier touchpoints that actually drove the customer.
We pause a publisher or publisher type for a defined period in a specific geography and measure the revenue impact. If revenue does not decline, the publisher was not incremental. If revenue drops, they were adding genuine value.
Yes. GA4's path exploration and attribution reports provide detailed cross-channel journey data when the affiliate channel is correctly tagged. We set this up as standard on every programme we manage.
Ready to Start?
Tell us about your current attribution setup and we'll identify where your commission budget is being wasted. Free attribution audit.