Cookie duration refers to the lifespan of the tracking cookie placed on a user's device after they click an affiliate link. This cookie tracks any qualifying actions within a specified time frame, attributing them to the affiliate. Common durations range from 24 hours to 365 days, with 30-90 days being typical.
Longer cookie durations increase the likelihood that affiliates will receive credit for referrals, especially for products with longer consideration periods. Merchants set cookie durations based on their sales cycles, industry standards, competitive positioning, and customer behavior patterns.
Modern tracking often combines first-party cookies, server-side tracking, and fingerprinting technologies to improve attribution accuracy across devices and browsers. SaaS companies typically use longer cookie durations due to longer sales cycles and the need to track through trial periods and decision-making processes.