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Attribution Window

Configure how long affiliates get credit for referrals

Table of Contents

Attribution Window

The attribution window (also called cookie duration) determines how long after clicking an affiliate link a customer can make a purchase and still credit the affiliate. This guide covers configuration and best practices.

What Is Attribution Window?

When a visitor clicks an affiliate link:

  • A cookie is set with an expiration date
  • If they purchase within that window → affiliate gets credit
  • If they purchase after the window expires → no attribution

Example

With a 60-day window:

  • Day 1: Visitor clicks affiliate link
  • Day 45: Visitor returns and purchases -> Affiliate credited
  • Day 75: Visitor returns and purchases -> No credit (window expired)

Default Settings

AffiliateBase default referral window: 60 days

This can be customized per campaign.

Configuring Attribution Window

Per Campaign

  1. Go to Campaigns
  2. Select a campaign
  3. Find Days before referrals expire
  4. Set your desired window
  5. Save changes

Common Windows

WindowBest For
7 daysImpulse purchases, low-cost products
30 daysShorter SaaS or ecommerce evaluation
60 daysStandard default and considered purchases
90 daysHigh-ticket items, enterprise sales
180 daysVery long sales cycles

Choosing Your Window

Consider Your Sales Cycle

How long do customers typically take to decide?

  • Same-day purchases: 7-14 days sufficient
  • Week-long consideration: 30 days standard
  • Month-long evaluation: 60-90 days appropriate
  • Enterprise deals: 90-180 days may be needed

Consider Affiliate Expectations

Affiliates prefer longer windows because:

  • More time for conversions
  • Higher earning potential
  • Reflects marketing reality

But too long can:

  • Inflate attribution unfairly
  • Complicate tracking
  • Conflict with other marketing efforts

Industry Benchmarks

IndustryTypical Window
Consumer SaaS30 days
B2B SaaS60-90 days
E-commerce14-30 days
Courses/Education30-60 days
Enterprise90-180 days

How Window Affects Referrals

During Window

While the window is active:

  • Referral is “active”
  • New conversions attributed to affiliate
  • Return visits maintain attribution

After Window Expires

When the window expires:

  • No new conversions attributed
  • Existing conversions/commissions unaffected

New Clicks and Attribution Model

How new clicks behave depends on the campaign attribution model:

  • Last click: the latest eligible click wins and starts a new referral window.
  • First click: the first eligible click keeps ownership until that referral expires or is deactivated.
  • Purchase: a purchase does not reset the referral window.

Multiple Clicks Behavior

Last-click example

AffiliateBase campaigns default to last-click attribution:

Day 1: Click Affiliate A -> 60-day window starts
Day 10: Click Affiliate B -> new 60-day window starts
Day 20: Purchase -> Affiliate B credited

If the campaign uses first-click attribution, Affiliate A keeps credit in the same example until that referral expires or is deactivated.

Commission Due Date

Related to attribution window is the commission due date:

  • Attribution window: How long affiliate can get credit
  • Commission due date: When commission becomes payable

These can be configured separately:

  • 60-day attribution window
  • Commission due 30 days after purchase

This means a customer can convert during the referral window, while the resulting commission can still wait another delay before becoming payable.

Impact on Affiliate Earnings

Longer Windows

Pros:

  • More conversions attributed
  • Happy affiliates
  • Reflects real customer journeys

Cons:

  • Attribution accuracy decreases
  • May credit affiliates for organic conversions
  • Harder to measure affiliate effectiveness

Shorter Windows

Pros:

  • More accurate attribution
  • Clearer ROI measurement
  • Less risk of over-attribution

Cons:

  • Fewer credited conversions
  • Affiliates may prefer competitors
  • May miss legitimate referrals

Testing Window Settings

A/B Testing Approach

  1. Create two similar campaigns
  2. Set different windows (for example 30 vs 60 days)
  3. Assign similar affiliates to each
  4. Compare conversion rates and affiliate satisfaction

Metrics to Watch

  • Conversion rate within window
  • Average time to conversion
  • Affiliate feedback
  • Attribution accuracy

Best Practices

Be Transparent

Tell affiliates:

  • Exact window duration
  • How window is calculated
  • What happens at expiration

Be Consistent

Apply same rules to all affiliates in a campaign for fairness.

Review Regularly

Analyze your data:

  • What % convert within 7 days?
  • What % convert between 7-30 days?
  • What % convert after 30 days?

Adjust window based on actual behavior.

Match Your Sales Cycle

If 90% of sales happen within 14 days, a 30-day window is probably sufficient. If 40% happen between days 15-30, you might extend.

Technical Details

The tracking cookie expires at window end:

Click date: January 1
Window: 60 days
Cookie expires: March 1 at 23:59:59

Timezone Handling

Expiration based on:

  • Server time (UTC)
  • Applied consistently

Referral expiration and freeze

Expired referrals cannot receive new conversions. Frozen or deactivated referrals also cannot advance to lead or conversion. Historical data is preserved.

Troubleshooting

Conversion Not Credited

If a conversion wasn’t attributed:

  1. Check when original click occurred
  2. Verify window hadn’t expired
  3. Check for newer affiliate clicks
  4. Review attribution priority rules

Window Seems Wrong

  1. Verify campaign settings
  2. Check for individual overrides
  3. Consider timezone differences
  4. Test with known click date

Next steps