I normally don’t dedicate an entire blogpost to a single company. But this morning Andy at MoreNiche posted on AffSpot that they are now giving merchants the option to credit the First Click, the Last Click, and even the ability to split commissions between the First, Middle, and Last clicks that lead to a sale. (CLICK HERE to see the MoreNiche Announcement).
For as long as there has been Affiliate Marketing (and earlier with offline) the age old argument has been which click should get paid? Especially since (most of the time) people don’t simply click a single link and buy. They may click your affiliate link, take a look at the product your promoting, and then go think about it. Especially if it’s for something more expensive than $19.95. And a percentage of those people come back and buy that product later.
But, people being people, they forgot to bookmark your site, can’t remember where they saw it (and if it’s an online store instead of a Brand they don’t remember that either), and so they Google it and guess what? Someone doing PPC on a Brand Name, a Coupon site, or a Voucher site get’s the Last Click. And we all know who got the Affiliate Commissions… The “Last Click Wins” rule.
Which is why I think this is a real winner for everybody. A merchant can choose to pay on the First, Last, Split between First and Last, and even Split Commissions between three or more Affiliate clicks that a single customer has made during the process.
Now before you get your email started telling me how awful this is let’s think about it first, shall we? Just because your used to “Last Click Wins” doesn’t mean it’s advantageous for the merchant. It also doesn’t mean that it’s always fair to the First Click affiliate. In many cases the First Click got the customer interested, and the Last Click helped the customer take action. Those arn’t mutually exclusive events. And MoreNiche is enabling Merchants to make decisions about the worth of both of those events (indeed, every clickable event in the chain) so that a Merchant can encourage Affiliates in ways that make sense for that Merchant.
I’ve been part of many discussions about “Which Click Should Count”, and the arguments for all events. But really, what and who are we here for? The Merchant, that’s who. They are the ones who pay us to promote for them. And in my eyes anything that would encourage Merchants to really think about how they pay, what Affiliate activities are best for their Brand and Business is a good thing. And maybe even a little bit of the dishonest “Get that Last Click No Matter What” fever that infects fraudsters can be moderated by this.
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