The allocation rule in an affiliate program is the system’s criteria to regulate the commissions to an Affiliate “A” or “B” in cases where more than one affiliate has indicated the same client.
‘s tracking technology allows different allocation rules to be defined by the Producer to pay commissions to its affiliates and each rule model has its characteristics and consequences.
We understand that the “Last Click” rule (explained later) is the most consistent and that is why it is the standard. However, we like to offer all options to sellers so they can choose the standard that best suits their business strategy.
The allocation rule options are:
Last Click (LCC)
Also known as “Last Cookie Counts” or “Last Click Counts”. This is the most common norm of affiliate programs and the one used as a standard by since we believe it is the most consistent. This rule allocates the commission to the affiliate who referred the customer most recently, i.e. the last affiliate the customer clicked on.
Main consequence: The rule allows affiliates to offer special bonuses to customers, who in turn have the option to choose who they want to buy from. It is very fair towards the buyer, since it maintains the decision of who wants to buy. At the same time, this model encourages competition among affiliates, who will always try to promote offers in order to please the customer more.
First click (FCC)
Also known as “First Cookie Counts” or “First Click Counts”. This rule is less common and favors the affiliate who brought the customer to the seller’s website for the first time. Therefore, if the customer comes back later through the link of another affiliate, this second affiliate will not receive commission.
Main consequence: Privileges affiliates that generate more leads. At the same time, it prevents the end customer from choosing who they want to buy from, often creating support for the seller. Especially in large product launches, it is common for affiliates to offer bonuses for customers to buy through their link and, in these cases, as the customer will always be assigned to the first affiliate, he will not be able to change affiliates to get a bonus. that you feel like more, which can lead to dissatisfaction and, consequently, the growth of support volume for the seller.
Multiclicks (MCC)
In this modality, the commission of a sale can be shared with more than one affiliate. This would occur in the event that the same Buyer clicked on more than one affiliate hotlink.
Main consequence: Privileges less competitive affiliates, or beginners. The good side of Multiclics is that it spreads the commissions among more people, but in smaller amounts per sale. In practice, the cases in which this happens are few, but in some niches and especially during launches, this can happen more frequently. The bad thing is that professional and more competitive affiliates can feel disadvantaged, because while they invest in strong bonuses to convert a client, another affiliate can take part of their commission for having achieved a click at a given time, even after they did not has been related or generated more incentives to close the sale.
Where to configure allocation rules?
For producers who want to change the allocation rule, just go to your product’s affiliate program settings.
conclusion
Each allocation rule has its characteristics and one may be more suitable than the other depending on the profile of your affiliates or according to the strategy. However, it is always recommended that you start with the LCC (Last Click Counts), since it is the most known by affiliates and has less implications in the producer-buyer relationship and affiliate producer.
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