How Attribution Works

Attribution is the process of connecting a sale to the affiliate who referred the customer. Understanding how attribution works helps you configure your program and set fair expectations with affiliates.

The Attribution Flow

1. Visitor clicks affiliate link
   ↓
2. Tracking script captures referral
   ↓
3. Cookie stored in browser
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4. Visitor browses, maybe leaves
   ↓
5. Visitor returns, makes purchase
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6. Referral ID passed to Stripe
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7. Conversion attributed to affiliate

How Referrals Are Captured

Step 1: Affiliate Link Click

When someone clicks an affiliate link like:

https://yoursite.com?via=affiliate-token

The tracking script:

Detects the via parameter
Validates the affiliate token
Creates a referral record
Stores data in cookies

Three cookies are set:

Cookie	Purpose	Accessible
`visitor_id`	Unique visitor tracking	Server only
`aff_{campaign}`	Campaign-specific tracking	Server only
`ab_referral`	Referral data for checkout	JavaScript

Step 3: Conversion Capture

When the visitor purchases:

Your checkout reads window.affiliatebase_referral
Passes it to Stripe as client_reference_id
Stripe webhook notifies AffiliateBase
Conversion matched to original referral
Commission created for affiliate

Attribution Models

Last-Click Attribution (Default)

The last affiliate link clicked gets credit:

Day 1: Click Affiliate A's link
Day 3: Click Affiliate B's link
Day 5: Purchase
Result: Affiliate B gets credit

First-Click Attribution

Configure to credit the first affiliate instead:

Day 1: Click Affiliate A's link
Day 3: Click Affiliate B's link
Day 5: Purchase
Result: Affiliate A gets credit

Attribution Priority

When multiple attribution methods exist, priority order:

Promo code (highest) - Customer entered affiliate’s code
Referral cookie - Active referral from link click
None - No attribution

This means if a customer clicks one affiliate’s link but uses another’s promo code, the promo code affiliate gets credit.

Attribution Window

The attribution window (cookie duration) determines how long after a click an affiliate can get credit:

Window	Use Case
7 days	Short sales cycles
30 days	Standard (default)
60 days	Longer consideration
90 days	High-ticket items

After the window expires, new clicks reset attribution. Existing referrals are frozen (no new conversions attributed).

Cross-Session Tracking

Same Device, Same Browser

Tracking works seamlessly:

Cookies persist across sessions
Referral maintained on return visits
No action needed

Different Browsers or Devices

Tracking has limitations:

Cookies are browser-specific
Phone → Desktop loses attribution
Incognito mode loses attribution

Workarounds

For better cross-device tracking:

Encourage customers to use same device
Use promo codes as backup
Capture email early for manual attribution

Referral States

Referrals progress through states:

State	Description
Visitor	Clicked link, hasn’t converted
Lead	Took qualifying action
Conversion	Made a purchase
Frozen	Attribution window expired

What Gets Tracked

Visitor Data

When a referral is created:

IP address (for fraud detection)
User agent (browser/device)
Referrer URL
Landing page
Timestamp

Conversion Data

When purchase completes:

Order amount
Product purchased
Customer email
Payment status

Attribution Troubleshooting

Conversion Not Attributed

Common causes:

Cookie expired (outside attribution window)
Different browser/device used
client_reference_id not passed to Stripe
Tracking script not on checkout pages

Wrong Affiliate Credited

Check:

Which affiliate’s link was clicked last
Was a promo code used?
Cookie value at time of purchase
Attribution window timing

Best Practices

For Accurate Attribution

Install script on all pages - Not just landing pages
Pass referral to checkout - Always include client_reference_id
Use promo codes as backup - For offline/cross-device
Set appropriate window - Match your sales cycle

For Fair Attribution

Communicate clearly - Explain how attribution works
Set reasonable windows - Not too short, not too long
Be consistent - Same rules for all affiliates
Handle disputes fairly - Have a clear process

Technical Details

How Cookies Work

// Reading the referral cookie
const referralId = window.affiliatebase_referral;

// The cookie contains:
{
  referral_id: "abc123",
  affiliate_id: "def456",
  campaign_id: "ghi789",
  expires: "2024-02-15T00:00:00Z"
}

How Stripe Integration Works

// Checkout session with attribution
const session = await stripe.checkout.sessions.create({
  // ... other options
  client_reference_id: referralId, // This connects the sale to the referral
});