When someone clicks an affiliate's link, a cookie tracks that click. If the visitor later converts, the affiliate gets credit—but only if the cookie hasn't expired.
Cookie duration is one of the most important but often overlooked settings in an affiliate program. Too short, and you'll underpay affiliates and struggle to recruit partners. Too long, and you'll over-attribute conversions and pay for customers affiliates didn't really influence.
How Affiliate Cookies Work
When a visitor clicks an affiliate link:
- Your affiliate software drops a cookie in their browser
- The cookie contains the affiliate's ID
- When the visitor later converts (signs up, pays), the software checks for this cookie
- If found and not expired, the affiliate gets credit
The cookie duration is simply how long this cookie remains valid.
Common Cookie Durations
| Duration | Description |
|---|---|
| 7 days | Short, aggressive |
| 30 days | Industry standard |
| 60-90 days | Extended, affiliate-friendly |
| 180+ days | Long, for high-consideration purchases |
| Lifetime | Cookie never expires |
Factors That Should Influence Your Cookie Duration
Your Sales Cycle Length
The most important factor. Match cookie duration to how long customers typically take to convert.
Quick decision products (1-14 days):
- Simple tools, low price points
- Impulse or need-based purchases
- 30-day cookies usually sufficient
Medium consideration products (14-60 days):
- Mid-market SaaS, moderate pricing
- Multiple stakeholders or evaluation periods
- 60-90 day cookies appropriate
Long sales cycles (60+ days):
- Enterprise software, high price points
- Committee decisions, procurement processes
- 90-180 day cookies or longer
If your average time from first touch to purchase is 45 days, a 30-day cookie means affiliates lose credit on many conversions they influenced.
Your Price Point
Higher prices correlate with longer consideration periods:
| Price Point | Typical Cookie |
|---|---|
| $0-50/month | 30 days |
| $50-200/month | 60 days |
| $200+/month | 90+ days |
| Enterprise (annual contracts) | 180+ days |
Competitor Cookie Windows
Research what competitors offer. If they offer 90 days and you offer 30, affiliates may choose to promote them instead.
Cookie duration is a competitive factor in affiliate recruitment, especially for experienced affiliates who understand the economics.
Attribution Philosophy
Conservative attribution: Credit affiliates only for clear, direct influence. Shorter cookies.
Generous attribution: Credit affiliates for introducing customers, even if conversion takes time. Longer cookies.
There's no objectively correct answer—it depends on your philosophy and what you can afford.
The Case for Longer Cookies
Better for Affiliates
Affiliates strongly prefer longer cookies. It means:
- More of their referred visitors convert "in window"
- Less lost credit for genuine referrals
- Higher effective earnings
Longer cookies make your program more attractive to quality affiliates.
More Accurate Attribution
If your product requires evaluation, a short cookie might miss legitimate referrals:
Day 1: Visitor reads affiliate's review, clicks link Day 15: Visitor returns to compare alternatives Day 32: Visitor signs up for trial Day 45: Visitor converts to paid
With a 30-day cookie, this affiliate gets no credit—even though their review initiated the journey.
Aligns with Content Marketing
Affiliates creating quality content (blog posts, videos, tutorials) generate long-term value. Their content might influence someone today who converts months later.
Shorter cookies penalize content-focused affiliates in favor of those who drive immediate action.
The Case for Shorter Cookies
Reduces Over-Attribution
Longer cookies mean crediting affiliates for conversions they may not have influenced:
Day 1: Visitor clicks affiliate link, browses casually Day 60: Visitor sees your ad, returns directly Day 75: Visitor signs up through organic search Day 80: Visitor converts
With a 90-day cookie, the affiliate gets credit—but did they really drive this conversion?
Lower Commission Costs
More attributed conversions = more commissions paid. Shorter cookies reduce total payouts.
Simpler Multi-Touch Attribution
If multiple affiliates touch a customer, shorter windows mean fewer conflicts. The most recent affiliate (within window) typically gets credit.
Industry Precedent
30 days is standard for a reason. It's a reasonable balance that most affiliates understand and accept.
Cookie Duration Strategies
Single Duration (Simple)
One cookie duration for all affiliates and all scenarios.
Pros: Simple to communicate and manage Cons: Doesn't account for different affiliate types or situations
Tiered Duration by Affiliate Performance
Higher-performing affiliates earn longer cookies:
| Affiliate Tier | Cookie Duration |
|---|---|
| Standard | 30 days |
| Growth | 60 days |
| Elite | 90 days |
Pros: Rewards top performers, incentivizes growth Cons: More complex, requires tier system
Duration by Product/Plan
Different durations based on what's being sold:
| Product Tier | Cookie Duration |
|---|---|
| Starter ($29/mo) | 30 days |
| Pro ($99/mo) | 60 days |
| Enterprise ($499/mo) | 90 days |
Pros: Matches cookie to sales cycle of each tier Cons: Complex attribution if customers browse multiple tiers
Last-Click vs. First-Click
Last-click (standard): The last affiliate cookie before conversion gets credit.
First-click: The first affiliate to touch the customer gets credit, regardless of later clicks.
Most programs use last-click, but first-click rewards initial discovery, which may better match affiliate value for content-heavy programs.
Technical Considerations
First-Party vs. Third-Party Cookies
Third-party cookies (set by an external tracking domain) are being phased out by browsers. Safari and Firefox already block them; Chrome is following.
First-party cookies (set by your own domain) remain reliable. Ensure your affiliate software uses first-party cookies for tracking.
PromoteKit and most modern affiliate platforms use first-party cookies.
Cross-Device Tracking
Cookies are device-specific. If a visitor clicks on mobile but converts on desktop, the cookie won't transfer.
Solutions:
- Account-based tracking (link affiliate to user account, not just cookie)
- Coupon codes (not device-dependent)
- Fingerprinting (increasingly limited by browsers)
For SaaS with account creation, encouraging affiliates to use coupon codes alongside links improves cross-device attribution.
Cookie Overwriting
When a visitor clicks multiple affiliate links, each click typically overwrites the previous cookie. The last affiliate to touch the visitor gets credit.
Consider:
- Is this fair to affiliates who introduce customers?
- Should first-touch be preserved?
- Do you need more sophisticated multi-touch attribution?
Setting Your Cookie Duration
Step 1: Analyze Your Sales Cycle
Look at your data:
- Average time from first visit to trial signup
- Average time from trial to paid conversion
- Time for organic/direct customers vs. referred
Your cookie should cover at least 80% of your typical sales cycle.
Step 2: Research Competitors
Check competitor affiliate programs:
- What cookie durations do they offer?
- What commission rates?
- How does the full package compare?
Step 3: Choose Your Baseline
For most SaaS products:
- Start with 60 days as a balanced default
- Shorter (30 days) if your sales cycle is truly quick
- Longer (90 days) if you're competing for affiliates or have longer cycles
Step 4: Consider Enhancements
After launching:
- Track how many conversions happen near cookie expiration
- Survey affiliates about their preferences
- Consider tiered duration for top performers
Step 5: Communicate Clearly
Whatever you choose, be transparent:
Cookie duration: 60 days When someone clicks your link, you'll get credit if they become a customer within 60 days.
Ambiguity breeds distrust. Be explicit in your program terms.
Adjusting Cookie Duration Over Time
When to Extend
- Affiliates complain about lost conversions
- Data shows many conversions just after cookie expiration
- Competitors offer longer windows
- You're struggling to recruit quality affiliates
When to Shorten
- High costs from over-attribution
- Lots of organic/branded traffic being credited to affiliates
- Short sales cycles for your product
- You're comfortable being more conservative
How to Transition
Extending: Easy. Announce it as a benefit. Apply immediately.
Shortening: Harder. Options:
- Grandfather existing affiliates
- Give advance notice (30-60 days)
- Pair with other improvements to offset
Common Mistakes
Defaulting to 30 Days Without Thinking
30 days is common, but it's not automatically right. Base duration on your actual sales cycle and competitive landscape.
Hiding Cookie Duration
If you don't prominently display your cookie window, affiliates assume it's short or unfavorable. Transparency builds trust.
Not Tracking Cookie-to-Conversion Time
If you don't know when customers convert relative to their cookie date, you can't optimize. Track this metric.
Ignoring Cross-Device Reality
Cookies have limitations. Complement with coupon codes and account-based tracking.
Setting It and Forgetting It
Review cookie duration annually. Your sales cycle, competition, and affiliate needs evolve.