Affiliate Tracking & Attribution

Cookie-Based Tracking

The traditional method where a unique affiliate ID is stored in a browser cookie when a user clicks an affiliate link. When the user converts, the cookie is read to attribute the sale to the correct affiliate.

• First-Party Cookies: Set by your domain, more resistant to browser restrictions
• Third-Party Cookies: Set by affiliate networks, increasingly blocked by browsers
• Cookie Duration: Typical windows range from 24 hours to 90 days

Pixel Tracking

A tracking pixel (1x1 transparent image) placed on confirmation pages fires when a conversion occurs, sending data back to the affiliate network or tracking platform. Modern implementations use JavaScript tags for richer data collection.

Server-to-Server (S2S) Tracking

Also called postback or server postback tracking, this method sends conversion data directly from your server to the affiliate platform's server. More reliable than pixel tracking as it doesn't depend on browser behavior or ad blockers.

Fingerprinting

Uses device characteristics (IP address, user agent, screen resolution, installed fonts) to create a probabilistic identifier. Useful as a fallback when cookies are unavailable, though less accurate.

Last-Click Attribution

The most common model in affiliate marketing. The last affiliate clicked before conversion receives 100% credit and commission. Simple to implement but may over-reward affiliates who capture demand created by other channels.

First-Click Attribution

Credits the first affiliate in the customer journey. Rewards affiliates who introduce customers to your brand but may under-value affiliates who close sales. Rarely used as the sole model in affiliate programs.

Linear Attribution

Distributes credit equally among all affiliates in the conversion path. For example, if three affiliates were involved, each receives 33.3% of the commission. Fairer but more complex to manage and explain.

Time-Decay Attribution

Gives more credit to touchpoints closer to conversion. An affiliate clicked one day before purchase might receive 50% credit, while one clicked 20 days prior receives 10%. Balances early and late-stage contributions.

Position-Based (U-Shaped) Attribution

Assigns 40% credit to the first affiliate, 40% to the last affiliate, and distributes the remaining 20% among middle touchpoints. Recognizes both introduction and closing roles.

Use Unique Tracking Parameters

Implement sub-ID or tracking parameters that allow affiliates to segment their traffic sources. For example, an affiliate might use different sub-IDs for email campaigns versus social media posts, enabling granular performance analysis.

Implement Deduplication Logic

When a customer clicks multiple affiliate links, establish clear rules for credit assignment. Common approaches include last-click wins, first-click wins, or giving priority to certain affiliate types (e.g., content over coupon sites).

Set Appropriate Cookie Windows

Match cookie duration to your typical sales cycle. Short-cycle products (impulse purchases) might use 7-30 day windows, while long-cycle products (enterprise software, luxury goods) might extend to 60-90 days.

Validate Conversions

Implement validation periods (typically 30-60 days) before paying commissions to account for returns, cancellations, and fraud. Track post-conversion metrics like return rates by affiliate to identify quality issues.

Cross-Device Tracking

Users often click affiliate links on mobile but convert on desktop (or vice versa). Implement cross-device tracking through user login data, probabilistic matching, or partnerships with identity resolution providers.

Cookie Deletion and Blocking

Users regularly clear cookies, and browsers increasingly block third-party cookies by default. Mitigation strategies include first-party cookie implementation, S2S tracking, and shorter attribution windows that reduce exposure to cookie loss.

Attribution Overlap

When customers interact with both paid marketing channels and affiliates, determining fair credit becomes complex. Integrate affiliate data with your marketing attribution platform to understand true incremental value and avoid double-counting conversions.

Mobile App Tracking

Tracking affiliate-driven app installs and in-app purchases requires different technology than web tracking. Use mobile measurement partners (MMPs) like AppsFlyer or Adjust that specialize in mobile attribution and integrate with affiliate networks.

Privacy Regulations

GDPR, CCPA, and other privacy laws impact tracking capabilities. Ensure cookie consent mechanisms are in place, provide clear privacy disclosures, and offer opt-out options. Consider privacy-preserving tracking methods that don't rely on personal identifiers.