Attribution Window
An attribution window (or conversion window) is the period after a click or interaction during which a resulting conversion is credited to that referral; it generalizes the cookie window to cover code- and server-tracked conversions too.
Where the cookie window specifically refers to cookie-based tracking, the attribution window is the broader concept: the eligible time span for crediting a conversion regardless of whether tracking used a cookie, a promo code, or a server-to-server event.
Common windows range from a few days to 90 days or more, depending on the product's consideration cycle. A longer window credits partners for slower purchase decisions but increases the chance of over-crediting; programs balance the two based on how customers actually buy.
See also
- Cookie Window
A cookie window (or cookie duration) is the length of time after a referral click during which a resulting conversion will still be credited to that affiliate.
- Attribution
Attribution is the process of determining which affiliate or marketing touchpoint should receive credit — and the commission — for a conversion.
- Last-Click Attribution
Last-click attribution credits the entire commission to the final affiliate or link the customer clicked before converting.
- S2S / Postback Tracking
Server-to-server (S2S) postback tracking records conversions by sending an event directly from the merchant's backend to the affiliate platform, without relying on browser cookies.
- Conversion
A conversion is the qualifying action — such as a sale, signup, lead, or subscription — that triggers an affiliate commission.
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