What follows is a study that Skimlinks and Shop Direct conducted to help the industry better understand how the Last Click attribution model works, as well as its impact on publishers, advertisers, and all channels within the consumer’s purchase journey in affiliate marketing.
The study found that while content sites are frequently the valuable source of purchase intent, they are not adequately rewarded by the Last Click attribution model, leading to missed opportunities for both content publishers and advertisers.
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“Forward-thinking CMOs and marketers need to shift away from the Last Click attribution model in affiliate marketing if they want to reward publishers for creating valuable commerce-related content." Alicia Navarro, CEO and co-founder of Skimlinks
From Shop Direct:
“Retailers may find the prospect of paying on an alternative model to last click daunting given the likelihood of an increase in marketing costs. What retailers must consider, though, is that they are probably missing out on exposure as commercially savvy content sites tend to promote the brands they earn more from.” Ryan Jones, Online Marketing Executive at Shop Direct