This document will cover the following:

  • What last touch attribution is
  • Where to find the last touch setting
  • 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

  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