BVDW Study Finds Affiliates Account for 12.41% of Sales When Not Using Last-Click Attribution
· 48m ago · Originally reported by PPC Land
A study by BVDW using data from 185 German advertisers found that affiliates are responsible for 12.41% of sales when attribution models move beyond last-click, compared to 24.92% under last-click. Affiliate marketing spend in Germany reached €932 million in 2025.
Why it matters
This highlights how attribution models can significantly impact how affiliate channels are valued and compensated, affecting budget decisions and channel strategy.
Explain it like I’m new here
It's like giving credit for a group project only to the last person who speaks, instead of everyone who helped.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Last-click attribution
Last-click attribution gives 100% of the credit for a conversion to the final ad a customer clicked before converting, ignoring every earlier ad or touchpoint.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Affiliate marketing
Affiliate marketing is a performance-based arrangement where partners, such as publishers, bloggers, coupon or cashback sites and influencers, earn commission for sales or leads they refer to a merchant.
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