Last-Click Attribution — iGaming GlossaryLast-click attribution credits the final marketing touchpoint before an FTD with 100% of the conversion, regardless of any earlier exposures.

Last-Click Attribution

**TL;DR:** Last-click attribution credits the final marketing touchpoint before an FTD with 100% of the conversion, regardless of any earlier exposures.

What it means

For most iGaming operators, last-click remains the default attribution because it is simple, auditable, and what affiliate platforms (Income Access, MyAffiliates, Cellxpert) natively support. If a player saw a Meta ad, then read an affiliate review, then clicked a Google brand ad and deposited, last-click would award the FTD to Google brand.

The problem is that last-click systematically overpays bottom-funnel channels (brand search, retargeting) and underpays awareness channels (TV, sponsorship, top-of-funnel social), which often distorts budget allocation.

Formula / How it's measured

Not applicable — this is an attribution rule, not a metric. Mechanism: tracking cookies/links record the last campaign parameter (utm_source, affiliate tag) seen within the attribution window (typically 30–90 days) and assign the conversion entirely to that touchpoint.

Why it matters for operators

Last-click is fast and defensible in court — affiliate contracts and revenue share agreements depend on it. But operators leaning only on last-click typically over-invest in brand keywords and retargeting while starving the channels that actually create demand, hurting medium-term growth.

Common benchmarks (2026)

Most affiliate programs: 30-day last-click cookie window
Some US sportsbook programs: 14 days last-click
Premium affiliate deals: 90-day last-click + locked revenue share
Internal Meta/Google reporting often defaults to 7-day click + 1-day view
Operators using MMM/incrementality on top: ~30% of the market in 2026