Tracking

This section gives you control over how referrals are attributed and how long advocate cookies are valid.

Attribution Model

The Attribution Model determines which advocate gets credit for a referral when a conversion occurs.

You can choose between two models:

1. First Touch Attribution Credits the first advocate who introduces your brand to the referral. Use this if you want to reward discovery and reach—ideal for expanding your audience and rewarding those who spark initial interest.

2. Last Touch Attribution Credits the last advocate who successfully drives the referral through your first conversion event. Choose this if your focus is on final impact, giving credit to advocates who play a crucial role in converting referrals.

The %advocate_first_name% merge tag in widgets will automatically display the appropriate advocate’s name based on the selected attribution model.

• If you're using First Touch Attribution, %advocate_first_name% will always display the first advocate who originally referred the visitor to your site. This ensures that the advocate who introduced your brand gets consistent credit and visibility.

• If you're using Last Touch Attribution, %advocate_first_name% will instead display the most recent advocate who referred the visitor before their first conversion event. This emphasizes the final and most impactful interaction that led to the conversion.

NOTE: This is an account-level setting. Changing it will update the attribution model across all campaigns in your account. Only one advocate cookie is created per visitor.

Cookie Window

The Cookie Window determines how long an advocate's tracking cookie remains valid for a referred visitor.

By default, the cookie window is set to 90 days, meaning advocates can receive credit for conversions that happen up to 90 days after their referral link is clicked.

NOTE: This is a campaign-level setting. Any changes made will apply only to the campaign you're editing—other campaigns will maintain their own cookie window settings.