But where did the ‘last click’ attribution model come from?
A potential customer finds interesting content about an online retailer or a product, clicks on a tracked link to the online retailer and makes a purchase. The content responsible for driving a user receives a commission for the purchase. This “click, track, pay commission back” model is the basis of affiliate marketing.
The internet was supposed to make content monetization easier, more trackable and performance-driven. However, as technology continues to evolve, the path a consumer takes along the way has become more convoluted. The source of the last click before purchase gets the credit and financial reward for driving a purchase.
Content publishers play a vital role in directing consumers to a particular product and/or online retailer, yet sometimes can lose out on their reward to other sources due to the business model that rewards only the last click.