Let’s start with the lie: “Affiliate only works on last-click.”
Nope. That’s just the way most people set it up. And then complain when influencers, content partners, and upper-funnel affiliates “don’t convert.”
Here’s the real problem: Your attribution model is sabotaging your strategy.
Multi-Touch Is Real. You Just Have to Act Like It.
If you’ve ever said…
- “Top-funnel content doesn’t perform in affiliate.”
- “Influencers never drive last-click sales.”
- “Let’s just stick with cashback and coupon partners—they convert.”
…..then your tracking setup may be steering the program in ways that don’t align with your growth strategy.
Affiliate should be a full-funnel channel, not a last-click mosh pit.
What We Recommend (And Do for Clients)
1. Shift to Position-Based or Multi-Touch Models With platforms like Impact.com, you can credit affiliates who contribute early or mid-funnel—even if they didn’t close the deal.
Have you heard of “Advanced Crediting Logic” in platforms like Impact.com?
Examples:
- Content partner sends traffic → Email closes → Affiliate still gets 30% credit.
- Influencer drives awareness → Search affiliate converts → coupon plug in closes it → Shared credit. Everyone wins.
2. Separate Click-Tracking from Value Tracking Clicks matter, but influence matters more. Assign value to touchpoints based on assisted conversions, not just last-click direct ones.
3. Run Bonus Campaigns for Contribution, Not Conversion Want to activate creators, influencers, and thought leaders? Start paying for influence, not just the last click.
“Bonuses for First Click” or “Top Assisted Partner” rewards change behavior fast.
4. Educate Internally on Multi-Touch Logic Your finance team? Probably still obsessed with last-click. Train them. Show them the multi-touch paths. Let them see how partner mix changes outcomes.
Weekly Chaos Challenge
Ask your team:
What % of affiliate revenue is coming from last-click partners like coupon, loyalty, and retargeting? Then ask: What are we doing to incentivize and reward upper- and mid-funnel contribution?
If the answer is “nothing”—you’re not running an affiliate program. You’re just running a discount engine.
Want My Attribution Mix Template?
I’ve built a partner attribution planning grid you can use to rebalance your program across funnel stages.
Drop “Attribution Map” in the comments or DM me, and I’ll send it your way.
Until next week— Last click is lazy. Grow smarter. Reward influence. Scale the full funnel.
—Matt Frary
Chief of Chaos
Want to Know What’s Actually Working in Your Affiliate Program?
Most affiliate programs leave revenue on the table—and no one’s owning it. Broken tracking, underperforming partners, missed opportunities in content, creator, or tech integrations… we’ve seen it all.
For a limited time, we’re offering a full Affiliate Program Audit ($4,000 value) completely free.
You’ll get:
- A full program performance breakdown
- A funnel-stage partner mix analysis
- Attribution strategy insights
- Immediate recommendations for growth
Whether you’re managing in-house or through an agency, this audit will show you where the leaks are—and how to fix them.
