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Introduction to Attribution Risk

Attribution fraud is when a partner uses malicious tactics to steal conversion credit from another partner or source. This fraudulent behavior can be damaging to your program’s relationships, as the partners actually driving those conversions aren’t the ones earning credit for them.


Preventing and correcting attribution fraud should be a priority throughout the Partnership Life Cycle. Learn more about attribution fraud.

Why should I use Attribution Risk protection?’s Attribution Risk protection allows you to identify the true performance and productivity of your partnerships and strengthen key existing relationships by highlighting the risk of actions being misattributed. Attribution Risk protection eliminates unnecessary risk when building new partnerships, allowing you to scale quickly and achieve rapid growth with the right relationships.

How does it work? uses an advanced detection algorithm to spot abnormal behavior that could be associated with fraudulent practices. Each partner or SharedId is assigned an attribution risk percentThe number of actions suspected of attribution fraud divided by the total number of their actions that have been scored. Risk percent is further broken down into reason codes, which represent different behaviors that can be associated with suspicious activity.


Only actions referred by click or cookie are scored for Attribution Risk. Actions not scored for Attribution Risk include:

What Attribution Risk reports are available?

The following Attribution Risk reports are available:

Learn more about taking action against Attribution Risk with’s best practice approach to taking action.

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