Cookie duration is the length of time an affiliate program can attribute a customer's purchase to an affiliate after the customer clicks an affiliate link.

For example, with a 30-day cookie duration, a customer who clicks an affiliate link on March 1 and buys on March 20 may generate a commission for that affiliate, provided the sale meets the program's other conditions. Awin describes 30 days as an industry-standard duration, although individual brands can set different periods.

Term Meaning
Cookie duration The period during which a click may receive credit for a conversion
Attribution window Another name for the period used to assign a sale to an affiliate
Common duration 30 days is common, but programs may use 24 hours, 7 days, 60 days, 90 days or another period
Attribution trigger Usually an affiliate link click
What can end attribution Expiration, another affiliate click, deleted cookies, browser restrictions or program rules
Commission guarantee None. The order must also qualify under the program's terms

Affiliate attribution typically follows these steps:

  1. A customer clicks an affiliate link.
  2. The affiliate platform records the click and identifies the referring affiliate.
  3. A tracking cookie or another tracking method is stored in the customer's browser.
  4. The customer makes a purchase during the attribution window.
  5. The affiliate platform checks whether the sale qualifies and assigns the commission.

If the customer buys on April 5 after clicking the link on March 1, the original 30-day window has expired. The affiliate normally will not receive credit unless the program has a separate rule that applies.

A longer duration gives customers more time to buy, which can help when they need to research or compare products. It does not automatically produce more commissions.

A program with a 90-day cookie may earn less than one with a 30-day cookie if it has:

  • A lower commission rate
  • Fewer conversions
  • Poor product-market fit
  • Strict attribution rules
  • High refund or cancellation rates
  • Unreliable tracking
  • A short customer buying cycle

Compare cookie duration with the commission rate, average order value, conversion rate and attribution rules before choosing a program.

What Happens If Another Affiliate Gets the Click?

Many affiliate programs use last-click attribution. Under this model, the most recent eligible affiliate click receives credit for the sale, replacing an earlier affiliate's tracking claim.

For example:

  • The customer clicks Affiliate A's link on March 1.
  • The customer clicks Affiliate B's link on March 10.
  • The customer buys on March 15.
  • Affiliate B may receive the commission under a last-click model.

The result depends on the advertiser's terms. Awin states that brands can define their own attribution rules, including last-click attribution.

No. Cookie duration usually refers to the commercial attribution window, while cookie lifespan refers to how long a technical cookie or identifier remains stored.

An affiliate platform may use several cookies or tracking methods for different purposes. impact.com, for example, documents separate cookies for customer identification, last-click tracking and session management. These cookies can have different lifespans, and some identifiers may remain stored longer than the period in which a sale can receive affiliate credit.

A cookie appearing in a browser does not automatically mean the affiliate remains eligible for a commission.

A valid cookie duration does not guarantee attribution. Tracking may fail or be overridden when:

  • The customer deletes browser cookies.
  • The customer uses privacy settings or ad-blocking software.
  • The customer changes device or browser.
  • Another affiliate link receives the final eligible click.
  • The customer purchases outside the attribution window.
  • The advertiser's tracking implementation fails.
  • The order is cancelled, returned or rejected under the program's validation rules.

Awin states that clearing browser cookies ends the tracking period, regardless of how much time remains.

Amazon Associates has a short attribution window. Amazon states that its standard session lasts 24 hours after a customer clicks an Associates link. The session can end earlier if the customer places an order or clicks another Associate's link.

Amazon also states that if a customer adds an eligible item to the shopping cart during that 24-hour period, the affiliate may still receive a commission if the order is placed before the cart expires, usually after 90 days. This cart rule is separate from Amazon's standard 24-hour browsing session.

The right duration depends on how long customers typically take to buy.

Product type Practical consideration
Low-cost impulse purchase A short window may be sufficient
Software subscription A longer window can help because customers may compare providers
Insurance or financial products A longer period may better match a lengthy decision process
Travel bookings The suitable duration depends on the booking cycle and cancellation rules
High-priced equipment Longer attribution windows are generally more useful

For affiliates, cookie duration is only one part of the program terms. Also check the commission rate, eligible products, attribution model, validation period, exclusions and tracking method.

The program's affiliate dashboard, advertiser terms or network listing should state the cookie duration. Awin advises publishers to check individual advertiser terms because cookie periods vary by brand.

Bottom Line

Before joining an affiliate program, check three things: the length of the attribution window, the rule for replacing earlier affiliate clicks and the conditions that can invalidate a sale. A 30-day cookie is common, but the program's full terms determine whether that window can produce a commission.