First click or Last click

**universal4** · 21 April 2014, 1:30 pm

Based upon the feedback and interest the cookie times polls have generated, as well as a discussion I had with Kristal of Interpartners, we have a new poll today.

For background on this poll, when a visitor arrives at an operator's site, commonly a cookie is set which carries the affiliate's tracking id so the correct affiliate gets credit if the visitor decides to sign up, deposit etc.

There are a few schools of though on which affiliate should get credit for the signup, the first affiliate that sent them to the property (FIRST CLICK), or the affiliate that most recently sent them, at the time of sign up(LAST CLICK).

We also have a few other polls that are closely related to this discussion:
Cookie lengths
https://www.gpwa.org/forum/minimum-c...hs-217082.html

Should cookies be over-writeable
https://www.gpwa.org/forum/should-af...le-217083.html

To clarify this a little, if a property uses a cookie that is NOT over-writeable, the first affiliate that sends the visitor will get credit for the sale during the time frame of the cookie duration, no matter what convinces the visitor to convert.

Rick
Universal4

**Anthony** · 21 April 2014, 1:49 pm

I have always felt the last cookie should count.

Just to let people know, we do publish if the cookie is over-writable on the affiliate program's profile page.

**-Shay-** · 21 April 2014, 4:57 pm

I vote for my click, be it first or last...

**kristal_cm** · 22 April 2014, 2:40 am

Thank you for the poll Rick

@Anthony, can you please amend the information on the InterPartners page ? We work on Last Click not first click. Thank you

Originally Posted by Anthony

I have always felt the last cookie should count.

Just to let people know, we do publish if the cookie is over-writable on the affiliate program's profile page.

**baldidiot** · 22 April 2014, 4:59 am

Last click for sure.

Also, you've been talking about cookies a lot recently Rick - you on a diet or something?

**ocreditor** · 22 April 2014, 5:02 am

What about properties that use first and last ?

**F-L-C** · 22 April 2014, 6:09 am

Originally Posted by ocreditor

What about properties that use first and last ?

How can you use first and last?

**kristal_cm** · 22 April 2014, 6:40 am

Originally Posted by F-L-C

How can you use first and last?

There are quite a few attribution models but they are more complicated and I don't know anyone who uses them in the gaming industry. I think it would make sense to use them for the travel industry when you want to know whether a hotel is good or not before booking so you read reviews and information online from multiple sources before making your final decision. In which case the Customized/Personalized Attribution Model looks great but I personally only know this from following Avinash Kaushik (Google's Evangelist), I don't speak from experience

.

**Simmo!** · 22 April 2014, 11:47 am

Originally Posted by kristal-inter

There are quite a few attribution models ...

Attribution models are a nice idea but are probably open to abuse in our industry IMO Kristal. Plus you have the issue of "slowburn" and how a program would incentivise affiliates used to fixed revshare percentages. Most of us are too impatient to endure the (inevitable) wait to see the longer term benefits

Regards the poll, while last click seems most logical, it's probably swings and roundabouts. Cookie length is more important (to me).

**universal4** · 22 April 2014, 4:03 pm

Originally Posted by baldidiot

Also, you've been talking about cookies a lot recently Rick - you on a diet or something?

Just like the commercial says, "It's a Ramen every day kind of diet"

Rick
Universal4

**Roulette Zeitung** · 23 April 2014, 4:28 am

"[...] InterPartners [...] We work on Last Click not first click"

Leopold

**kristal_cm** · 23 April 2014, 4:55 am

Originally Posted by Simmo!

Attribution models are a nice idea but are probably open to abuse in our industry IMO Kristal. Plus you have the issue of "slowburn" and how a program would incentivise affiliates used to fixed revshare percentages. Most of us are too impatient to endure the (inevitable) wait to see the longer term benefits

Regards the poll, while last click seems most logical, it's probably swings and roundabouts. Cookie length is more important (to me).

Thank you for your feedback Simmo, no worries we are not planning on changing anything here. Last click is here to stay.

I just like reading about affiliate marketing from industries where affiliate marketing is much bigger than gaming > Finance (credit cards), Travel, Fashion, Gaming. I thought I would share the link

**TravG** · 23 April 2014, 2:57 pm

I voted last click. The affiliate that actually gets the player to sign up should get the credit. Why would first click get the credit? The only scenario I can think of is if a player was looking for a site and wanted a second opinion so continued on their search to read another review and then signed up. I never gave this much thought.

What do the majority of programs use? I am going to have to ask my main programs what they use.....

**F-L-C** · 24 April 2014, 2:36 am

Originally Posted by UltimatePokerBonus

I voted last click. The affiliate that actually gets the player to sign up should get the credit. Why would first click get the credit? The only scenario I can think of is if a player was looking for a site and wanted a second opinion so continued on their search to read another review and then signed up. I never gave this much thought.

What do the majority of programs use? I am going to have to ask my main programs what they use.....

Most use last click, who actually uses first click?

**RacingJim** · 24 April 2014, 9:11 am

First click is ridiculous in many ways. What if the user clicks 5 different links to offers, maybe the 5th one is the most persuasive and answers all the questions they have about the offer/company, but the first guy gets the credit - brilliant. William Hill is first click, nuff said.

**LukeC** · 24 April 2014, 11:11 am

First click is completely open to abuse via cookie stuffing too (at the expense of other affiliates) - I'm shocked that anyone still uses first click.

**Roulette Zeitung** · 24 April 2014, 3:33 pm

Where is my post I wrote to Racingjim about the last and 1st click terms with examples of AffActive and Interpartners???
F-L-C take refers to that post, that is disappeared in another thread, opened later:

[...]Affactive

Source: https://www.gpwa.org/forum/programs-...ht=#post754621

Will make a copy of this post and...

Leopold

**kristal_cm** · 25 April 2014, 10:05 am

Our is Last Click. Has been for a while

Originally Posted by Roulette Zeitung

Where is my post I wrote to Racingjim about the last and 1st click terms with examples of AffActive and Interpartners???
Leopold

**Roulette Zeitung** · 25 April 2014, 12:30 pm

Originally Posted by kristal-inter

Our is Last Click. Has been for a while

Yes, that was the sense of my post -lost in outer space- to show a good example.

Leopold

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