The attribution period in affiliate marketing is a key concept that defines the timeframe in which an affiliate earns credit for a sale or lead following a customer's click to your website thanks to their affiliate link.
How to change your attribution period
There are two ways you can control the attribution period (also often referred to as "cookie period") you offer publishers (= affiliates).
1. You can set your default attribution period
Your default publisher attribution period will be visible to publishers browsing the merchant overview or viewing your affiliate program page. This is is the default attribution period for new collaborations with publishers.
- Navigate to your affiliate settings page through the sidemenu: Settings → Affiliate .
- Adjust the Attribution ("cookie") period field in the Default commission settings section.
- Save the changes.
2. You can set the attribution period for each publisher seperately
You may want to offer different publishers different attribution periods. You can set the attribution period for each publisher seperately on the publisher page. Note that for active collaborations (where the publisher has already accepted your offer or vice versa) you can only increase the attribution from the previously agreed upon value.
- Open the publisher page forwhich you want to adjust the attribution period (or commission) by clicking on the publisher on the Publisher Overview or My Publishers page.
- Click on Edit commission/attribution period to open the settings popup window for this publisher.
- Edit the attribution period and/or commission values and click Save.
- That's it! Your new values will be used for future referral orders from this publisher.
What is an attribution period?
- Definition: This is the set duration after a potential customer clicks on an affiliate link during which an affiliate is eligible to receive commission for sales or leads generated. If the customer makes a purchase within this timeframe, the affiliate is credited with the sale.
- Duration: This period can vary, typically ranging from a few days to 90 days, depending on your program's terms. Some programs even offer a 1 day attribution period, while others may extend to a year.
Why is it important?
- Fair Compensation: It ensures affiliates are fairly compensated for the leads or sales they generate. If a customer takes time to make a decision, the affiliate still gets credit for the sale as long as it occurs within the attribution window.
- Flexibility: You can set the attribution period based on your sales cycle. Shorter cycles may work for fast-moving consumer goods, while longer periods might be better for high-value items or services.
- Strategy and Partnership: The length of this period can be a key factor in attracting and retaining high-quality affiliates. A longer attribution period is often seen as more appealing to affiliates.