Period after the click, in which a purchase is still assigned to the publisher. Usually 30 days, depending on the program between one and 90 days.
Also called: Cookie Lifetime, Referral Period
The cookie duration determines how long a publisher is entitled to a commission after clicking on his affiliate link. If the user buys within this period, the sale is credited to the publisher – even if the purchase happens days later and without a new click.
Which cookie duration is common?
The most common is 30 days. For products with short decision time, such as delivery services, 1 to 7 days are also common. For expensive or needy products such as travel, software or financial products, the terms are often 45 to 90 days.
Why is cookie duration important?
Many buyers research several days before ordering. The longer the cookie duration, the greater the chance that a recommendation will also be paid in the end. For publishers, it is therefore an important selection criterion for partner programs alongside EPC and Commission.
What happens when multiple partners are involved?
If a user clicks on links from different publishers one after the other, the Attribution model decides. For Last Cookie Wins, the last partner receives the commission before the purchase, even if the cookie duration of the first one has not yet expired.
Cookie duration without cookies?
Because browsers increasingly restrict cookies, modern networks rely on Cookieless Tracking. The term cookie duration is still used: it then describes the period in which a click ID remains valid for the assignment.