First Touch vs. Last Touch

This article will cover the following:

  • Summary of first touch vs. last touch attribution
  • Where to find the last touch setting
  • Some Example Cases

Summary

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 find the last touch setting

Where to find the last touch setting

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

  1. Offer cookie days = 30
  2. User clicks on a link for the offer from Affiliate A, but doesn't convert
  3. 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)
  4. User converts
  5. Affiliate A gets credit for the conversion

Example 2: last touch

  1. Offer cookie days = 30
  2. User clicks on a link for the offer from Affiliate A, but doesn't convert
  3. User clicks on a link for the offer from Affiliate B
  4. this click is recorded as a unique click
  5. cookie days re-set - 30 days from this click
  6. User converts
  7. Affiliate B gets credit for the conversion

Example 3: last touch

  1. Offer cookie days = 30
  2. User clicks on a link for the offer from Affiliate A, but doesn't convert
  3. User clicks on a link for the offer from Affiliate B
  4. this click is recorded as a unique click
  5. cookie days re-set - 30 days from this click
  6. User clicks on a link for the offer from Affiliate A again
  7. this click is recorded as a unique click again
  8. cookie days re-set - 30 days from this click
  9. User converts
  10. Affiliate A gets credit for the conversion

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