The last-click attribution model is a principle that prevails in the field of online conversion. According to this model, the most recent click on an affiliate partner site or via another marketing channel (such as a sponsored link or display ad) is considered the origin of the conversion and must be compensated accordingly. This concept is widely used in the affiliate marketing industry.

Specifically, if a consumer initially visits a merchant site via affiliate link A, then visits coupon or cashback affiliate site B before completing their purchase, affiliate site B is identified as having generated the transaction and is therefore compensated. This approach draws criticism from affiliates upstream in the conversion process, who believe that coupon and cashback sites are taking credit for conversions they did not actually generate.

The last-click attribution model is also used to analyze conversion sources across various online acquisition channels, particularly in the field of web analytics. For example, if a consumer visits a merchant’s website via an affiliate link and then returns later to make a purchase after a search engine query, the merchant may decide not to pay the affiliate, considering the conversion to be due to organic search or another channel.

Due to its limitations, the last-click attribution model is increasingly being replaced by other methods of online conversion attribution. It is also known as the last-cookie attribution model.