Cookie Duration
Cookie duration is the length of time a browser cookie remains active after a user clicks an affiliate link. If the user converts within this window, the affiliate receives credit for the referral. Typical durations range from 30 to 90 days depending on the vertical and program.
What it means in practice
When a user clicks an affiliate link, a tracking cookie is placed in their browser. Cookie duration defines how long that cookie persists. If the user returns to the site and completes a conversion -- such as a registration or first-time deposit (FTD) -- within the cookie window, the referring affiliate is credited with the conversion.
Cookie duration directly affects affiliate earnings and attribution fairness. A shorter window (e.g., 7 days) means the affiliate only receives credit if the user converts quickly. A longer window (e.g., 90 days) accounts for longer decision cycles, which is common in financial products where users may research extensively before committing. Cookie duration is one component of the broader attribution window, which encompasses all methods used to link a click to a conversion. The right duration depends on the vertical, the product complexity, and the typical buyer journey.
Cookie-based attribution has known limitations. Browser privacy features, ad blockers, and cross-device behavior can all prevent cookies from persisting or being read. This is why many programs supplement cookie tracking with server-to-server postback attribution, which does not rely on the browser at all. Programs that depend solely on cookies risk under-attributing conversions to affiliates.
How Cookie Duration works across industries
See how cookie duration is applied in the verticals Track360 supports, from qualification logic and payout structure to the operational context behind each model.
How Track360 handles this
Track360 supports configurable cookie duration settings per program and per affiliate, combined with server-to-server postback tracking to reduce attribution gaps caused by browser-side cookie limitations. Operators can monitor attribution rates across both methods from a unified reporting dashboard.
Frequently Asked Questions
Common questions about cookie duration, how it works in affiliate programs, and where it shows up across Track360's supported verticals.
Most affiliate programs set cookie durations between 30 and 90 days. iGaming programs tend toward 30-60 days, while Forex and financial services programs often use 60-90 days to account for longer research and decision cycles. The right duration depends on the vertical and typical conversion timeline.
Related Terms
Postback
A postback is a server-to-server HTTP callback used to confirm that a conversion event -- such as a registration, FTD, or purchase -- has occurred. Postbacks are more reliable than browser-based tracking because they are not affected by ad blockers, cookie restrictions, or client-side failures.
FTD (First Time Deposit)
FTD is the first successful deposit made by a newly referred user. In iGaming and some broker programs, it is one of the most common qualification events used for CPA payouts and partner reporting.
CPA (Cost Per Acquisition)
CPA is a commission model where an affiliate earns a fixed payment for each qualifying action, such as a deposit, registration, or purchase, that a referred user completes.
Attribution Window
The defined time period after a user clicks an affiliate link during which any qualifying conversion is credited to the referring affiliate.
Affiliate Link
An affiliate link is a unique tracked URL assigned to an affiliate that attributes clicks, conversions, and commissions to the correct partner.
Continue Learning
Free structured courses that cover this topic and more.
How to Migrate an Affiliate Program Without Breaking Attribution
A practical migration plan for operators moving from an existing affiliate or IB system. Map your stack, protect attribution, preserve payout logic, and move to a new setup without creating reporting chaos.
How to Structure Affiliate Commissions
CPA, RevShare, hybrid models, KPI-based deals, and multi-tier payout logic. How to pick the right structure for your program, negotiate without losing margin, and adjust as your affiliate base grows.
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