Attribution decides which touchpoint gets credit for a conversion. Change the model and the same campaign can look like a winner or a loser.
| Model | Who gets credit | Bias |
|---|---|---|
| First click | The first touch | Over-credits discovery |
| Last click | The final touch | Over-credits closing |
| Linear | Split across all touches | More balanced |
| Time-decay | More to recent touches | Recency-weighted |
Most affiliate networks use last-click, so an upper-funnel source that started the journey may get zero credit. Know the model before you judge a channel's value — or you'll cut the wrong campaigns.
