Articles

Our editorial features analyze the latest trends and discussion points within the industry. From cross-device tracking and conversion strategies to the role of influence, we tackle key topics across the affiliate channel.

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Rumors of last click’s death have been greatly exaggerated. For most of the past decade, various industry commentators have said it’s a model that underestimates the complexity of multiple digital touchpoints an average consumer may have on their way to purchase. For affiliate marketers this can be confusing. Last click is what our business is based on; without it what are we left with? More often than not this confusion is from a misunderstanding of what ‘last click is dead’ really means.
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As a channel that has been premised on conversion, it has been the key unique selling point of the affiliate channel since its inception. Not only has this helped with the exponential growth of the channel, it has always appealed to those advertisers who want to have both control over spend but visibility on performance. However, while this has always been our strength, has it now become our Achilles heel?