Cookie window length is one of the most consequential program settings. Here's the data on how different attribution windows affect publisher recruitment and program economics.
Quick Answer
What attribution window should I use for my affiliate program?
For most consumer product programs, a 30-day attribution window is the default. Use 60 days for high-consideration purchases (electronics, appliances, AOV >$200). Use 7-14 days for fashion and impulse categories. Never go below 7 days — you will lose T1 content publishers entirely. Moving from 7-day to 30-day windows increases T1 publisher applications by 28%.
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Attribution Windows: The Data-Driven Guide
The attribution window — the period after a click during which a purchase is credited to the affiliate — is one of the most consequential and least-discussed program settings.
How Attribution Windows Work
When a consumer clicks an affiliate link, a cookie or S2S tracking event is created with a timestamp. If the consumer completes a purchase before the window expires, the referring publisher earns commission. After expiry, no attribution is granted regardless of purchase.
Window Length by Vertical
High-consideration purchases (electronics, appliances, furniture)
Recommended: 30–60 days
Why: Consumers research 14–21 days before purchase. A 7-day window cuts attribution for the majority of conversions.
Impulse/fashion purchases
Recommended: 7–14 days
Why: Purchase intent converts within 48–72 hours. Longer windows mostly add commission cost without incremental coverage.
SaaS/subscription products
Recommended: 30–90 days
Why: Trial-to-paid conversion windows are long.
The Publisher Recruitment Impact
Our data across 40+ programs shows:
- ◆Moving from 7-day to 30-day window increases T1 publisher applications by 28% on average
- ◆Moving from 30-day to 90-day window provides marginal additional recruitment lift (4–8%)
- ◆The commission cost increase from extending windows is typically 2–4% of total payouts
Our Recommendation
- ◆Default: 30-day window for most consumer product programs
- ◆Adjust up to 60 days for high-AOV, high-consideration purchases (>$200 AOV)
- ◆Adjust down to 14 days for fashion, beauty, or high-velocity categories
- ◆Never below 7 days — you'll lose T1 content publishers entirely
