This document will cover the following:
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What last touch attribution is
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Where to find the last touch setting
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Some example cases of last touch
What is Last Touch Attribution
Although CAKE is a first-touch tracking platform by default we allow the option of using a last-touch setting instead to credit conversions to the last source that generated a click from a user.
Normally a cookie is placed on the user's browser when they first click on a link for an offer. Any clicks that occur for that offer after that first click are de-duped by CAKE within the cookie duration (which is 30 days by default).
With last touch, with each click from a new Affiliate, CAKE will count that click as a unique click and overwrite the cookie existing on the user's browser with a new one re-setting the cookie days from that point. When the user converts it will read that cookie and credit the conversion to the most recent affiliate who generated a click from that user.
Where to Enable Last Touch Attribution
The last touch setting is located in the Attribution tab on the Offer card. This allows you to have a longer cookie-duration to de-dupe duplicate clicks from each affiliate while still crediting the affiliate closest to the conversion.
Some example cases
Example 1: default
- Offer cookie days = 30
- User clicks on a link for the offer from Affiliate A, but doesn't convert
- User clicks on a link for the offer from Affiliate B (this click is de-duped as a cookie for that offer is present on the user's browser)
- User converts
- Affiliate A gets credit for the conversion
Example 2: last touch
- Offer cookie days = 30
- User clicks on a link for the offer from Affiliate A, but doesn't convert
- User clicks on a link for the offer from Affiliate B
- this click is recorded as a unique click
- cookie days re-set - 30 days from this click
- User converts
- Affiliate B gets credit for the conversion
Example 3: last touch
- Offer cookie days = 30
- User clicks on a link for the offer from Affiliate A, but doesn't convert
- User clicks on a link for the offer from Affiliate B
- This click is recorded as a unique click
- Cookie days re-set - 30 days from this click
- User clicks on a link for the offer from Affiliate A again
- This click is recorded as a unique click again
- Cookie days re-set - 30 days from this click
- User converts
- Affiliate A gets credit for the conversion