Definition
The length of time a tracking cookie remains active after a user clicks an affiliate link. If a customer converts during this window, the affiliate receives credit for the sale. Common durations are 30, 60, 90, or 180 days.
Examples
90-day cookie: User clicks your affiliate link on day 1 and converts on day 60. You earn commission because the conversion happened within 90 days.
30-day cookie: User clicks on day 1 but doesn't convert until day 40. You don't earn commission because the cookie expired after 30 days.
On this page
Why cookie duration matters for affiliates
Cookie duration decides how long you have to get paid after someone clicks your link. Few people buy on the first visit, especially for B2B software, so a longer window gives the sale time to happen while you still get the credit.
A 7-day cookie pressures the visitor to buy almost immediately. A 90-day cookie lets them research, compare, and convert weeks later with your commission intact. For considered purchases, that difference is huge.
Example in practice
Two programs, same product:
- 90-day cookie: a visitor clicks on day 1 and buys on day 60. You earn the commission because day 60 is inside the window.
- 30-day cookie: the same visitor buys on day 40. You earn nothing, because the cookie expired on day 30.
The sale was identical. Only the cookie length changed who got paid.
Cookie duration vs conversion window
These overlap but are not identical. The cookie duration is how long the tracking cookie survives. The conversion window is the deadline for an action to count. Often they match, but some programs set them differently, such as a 180-day cookie with a 90-day conversion window.
Also note that cookie tracking is weakening as browsers block third-party cookies, so many networks now back it up with server-side or fingerprint tracking.
Frequently asked questions
What is a good cookie duration?
For B2B SaaS, 60 to 90 days is solid and 120 days or more is generous, because business buyers take time to decide. A 30-day cookie is workable for fast, low-cost purchases but can cost you slow-converting sales. Longer is generally better, though it matters most for high-consideration products.
What happens after the cookie expires?
Once the cookie duration ends, your claim to the sale disappears. If the customer converts even one day after expiry, the commission is not credited to you. This is why longer windows protect affiliates promoting products with lengthy research or approval cycles.
Do cookies still work with modern browser privacy rules?
Less reliably than before. Browsers like Safari and Firefox block third-party cookies, and Chrome has tightened controls, which can break traditional cookie tracking. To compensate, many affiliate networks now use server-side tracking or fingerprinting so conversions are still attributed even when cookies fail.
Does a longer cookie always mean more earnings?
Not automatically, but it removes a barrier to getting paid. A longer cookie helps when buyers take time to convert, which is common in B2B SaaS. For impulse purchases that happen in minutes, a short cookie may capture nearly the same sales, so cookie length matters most for slow-decision products.