Last click. Sounds good, right? A simple answer to a complex problem. Well, it is good, but only for those who get the commission every time regardless of the merchant’s perspective on whose influence best aligns with their strategy. Attribution has long been an issue for this reason, mostly due to the lack of proper tools and practices that can help attribute the sale appropriately without deferring to an oversimplified and often strategically flawed solution.
While this problem rears its ugly head in many different subsets of affiliate marketing, let’s take a look at the Site-to-Store approach, which leverages the connection between online or mobile shopping and in-store purchasing while minimizing the last click issue.