PMA Whitepaper: Deep Dive Into the Most Controversial Attribution Models of 2025
FollowEarlier this year, the PMA released a revised whitepaper entitled “How Attribution Models Affect an Affiliate Program.” As the conversations about attribution have continued across the organization and the industry as a whole, the PMA Councils have continued to take up the issue.
The PMA Coupons and Deals Council is excited to release a whitepaper entitled “PMA Whitepaper: Deep Dive Into the Most Controversial Attribution Models of 2025.” The goal of the paper is “Examining Affiliate Attribution in a Multi-Channel Performance Marketing Landscape.”
Information in the paper includes:
- Rethink Attribution – Discover why affiliate attribution isn’t just about the last click—and why that mindset is holding your program back.
- Uncover Hidden Influence – See how affiliates contribute at every stage of the funnel, not just at the point of sale.
- Break Free from Last-Click – Learn why last-click models distort performance and undervalue key partners.
- Map the Full Customer Journey – Explore how data-backed models reveal the real paths customers take to conversion.
- Reward the Right Partners – Use smarter attribution to identify and compensate high-impact affiliates more fairly.
- Turn Insights into Action – Get practical tips on using attribution data to optimize commissions, content, and partner strategy.
- Real-World Results – Dive into case studies showing how advanced attribution boosts ROI and drives smarter decisions.
- Future-Proof Your Program – Prepare for a cookieless world with tools and models built for modern performance marketing.
Thank you to the Coupons and Deals Council Chair Dylan Bertalli from PartnerCentric for his work as the sole author on this paper!
Click Add to Cart to download the paper and learn about affiliate attribution tools.
