Glossary · Tracking and tech
Attribution— what it means in affiliate marketing
Deciding which channel or partner gets credit for a conversion.
Last click is the default in affiliate marketing because it is cheap to agree on, not because it is accurate. Every attribution model redistributes the same money, which is why affiliates and brand teams argue about it.
Related terms
| Term | Definition |
|---|---|
| Tracking | Recording a user's path from click to conversion through a unique identifier. |
| Postback | A server-to-server call that reports a conversion from the advertiser's system to the affiliate's tracker. |
| Lookback window | The period before a conversion in which a click can still be credited for it. |
| MMP | Mobile measurement partner: the independent platform that attributes installs and in-app events. |
Entry updated 21 July 2026. All 276 terms in one page.
