By
Bob Glazer
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So what's wrong with last in? Five years to 10 years ago, there were far fewer marketing channels online and it made sense to value the channel closest to the sale. The logic was if a customer came through a given affiliate a few months ago, then came through a second affiliate at a later time, the second affiliate probably had more responsibility for the transaction. So last in became the default industry standard since it seemed that there could be more abuse with first-in affiliates who tried to set a lot of clicks in hopes that someone might buy later.
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