S1 E4
What is a Cookie Window, And How Do I Use It?
Explore the concept of cookie windows in affiliate marketing. Learn how to determine the ideal length of a cookie window for your affiliate program based on customer behavior and product commitment.
Summary
Cookie windows are one of the most misunderstood aspects of affiliate marketing. In this episode, Alex demystifies cookie windows and helps you understand how to set the right tracking duration for your affiliate program based on your customers’ actual buying behavior.
Key Points
- What is a cookie window? - A cookie window is the period of time after a visitor clicks an affiliate link during which the affiliate can receive credit for a purchase.
- Match your window to customer behavior - Look at how long it typically takes your customers to go from first visit to purchase. Your cookie window should accommodate this journey.
- Product complexity matters - Higher-commitment products often need longer cookie windows because customers take more time to decide.
- Industry standards vary - While 30 days is common, some programs use 7 days, 90 days, or even lifetime cookies. There’s no universal right answer.
- Balance fairness with practicality - Longer windows are more generous to affiliates but may attribute sales to clicks that didn’t really influence the purchase.