Cookie Window
A cookie window (or cookie duration) is the period of time after a user clicks an affiliate's tracking link during which a subsequent conversion will still be credited to that affiliate. Common windows range from 24 hours to 90 days.
A cookie window, also known as cookie duration or attribution window, defines the timeframe after a user clicks an affiliate or partner tracking link during which any resulting conversion will be attributed to that partner. If a user clicks a link on day one but does not purchase until day fifteen, the partner still receives credit, provided the cookie window is at least fifteen days.
Cookie windows vary widely by industry and program. E-commerce programs may use 24-hour to 30-day windows, while B2B SaaS programs often set 60-day or 90-day windows to account for longer sales cycles. Shorter windows benefit the merchant by limiting commission liability; longer windows attract affiliates who drive top-of-funnel awareness that converts later.
With increasing browser restrictions on third-party cookies, many programs are shifting to server-side tracking, first-party cookies, or fingerprinting alternatives to maintain accurate attribution beyond cookie limitations.
PartnerPulse supports configurable cookie windows on a per-program or per-partner basis and offers server-side tracking as a cookie-independent fallback, ensuring accurate attribution even as browser privacy controls tighten.
Configure cookie windows in PartnerPulse
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Configure cookie windows in PartnerPulseRelated Terms
Attribution
Attribution is the process of identifying which marketing touchpoints or partners contributed to a conversion. Accurate attribution ensures that the right partners receive credit and commission for the deals they influence.
Tracking Link
A tracking link is a unique URL assigned to a partner that enables the system to attribute clicks, leads, and conversions to that specific partner. It is the primary mechanism for affiliate and referral program attribution.
First-Touch Attribution
First-touch attribution gives 100% of the conversion credit to the very first marketing touchpoint or partner interaction that introduced the customer. It highlights which sources are most effective at generating initial awareness.
Affiliate Marketing
Affiliate marketing is a performance-based marketing model where businesses reward external partners (affiliates) for driving traffic, leads, or sales through unique tracking links. Affiliates earn a commission each time their promotion results in a desired action.