Which Affiliate Network Has The Best Cookie Window In 2025?

Are you trying to figure out which affiliate network gives you the longest cookie window in 2025, and whether that even matters anymore?

What You’re Really Asking When You Ask About “Cookie Windows”

You probably already know what a cookie window is, but the stakes are higher than they sound. You aren’t asking about baked goods. You’re asking, “How long do I have to get paid if someone clicks my link and wanders off before buying?” That window decides how much of your audience’s dithering you can afford.

Cookie windows are a useful shorthand, but they’re not the whole picture. In 2025, a cookie is less like a dependable doorstop and more like a tiny dog with separation anxiety: it sticks around only under the right conditions. So while you compare 24 hours to 30 days to 90 days, you also need to ask how tracking actually works now that browsers have opinions, regulators have forms, and brands have apps that try to steal your clicks for themselves.

A Friendly Definition: Cookie Window, In Plain English

You click sends someone to a merchant. A “cookie window” is the amount of time your referral tracking is valid. If your reader buys within that time, you get credit. If they buy later, you don’t. It sounds straightforward until you notice there are three big variables you have to manage:

• Last-click vs. first-click: Most programs are last-click. If someone clicks your link today and a coupon site tomorrow and then buys, the coupon site gets paid. It’s like telling you to set the table and then handing dessert to the neighbor kid who showed up at the last minute.
• Session vs. days: Some cookie windows are session-based. If the browser session ends, so does your chance. Others are 24 hours, 7 days, 30 days, 90 days, or more.
• Cross-device and app behavior: If your reader switches from phone to laptop, or lands in a mobile app, tracking can vanish unless the network supports cross-device or app deep-linking.

2025 Reality Check: Cookies Are Not What They Used to Be

You live in the post-cookie era, and yet you still sell cookies. That’s the paradox. In 2025:

• Safari and Firefox limit script-set first-party cookies to around 7 days in many cases, and block third-party cookies entirely. Safari has been doing this for years. You can thank Intelligent Tracking Prevention (ITP) for that polite shove.
• Chrome’s Privacy Sandbox is phasing out third-party cookies and shifting measurement toward APIs like Attribution Reporting. Networks have adapted with server-to-server tracking, first-party cookies set via redirects, and hashed identifiers.
• Consent banners matter. No consent means no personal tracking in many regions, and that can reduce your effective window.
• Apps complicate things. If your reader clicks your link and the merchant’s app opens, your credit may vanish unless there’s proper deferred deep linking and app attribution in place.

All that to say: Cookie windows still matter, but only in the context of the network’s tracking stack. A long window doesn’t help you if the network can’t recognize your user when they return.

The Short Answer (With a Long Explanation)

If you want pure duration, information-product networks and SaaS partner platforms often offer the longest windows—think 60 to 180 days, or “lifetime attribution” once the lead signs up. For traditional retail, a 30-day window is still common, with some advertisers pushing to 7 or 14 days and others stretched generously to 90 days or more.

There isn’t one “best” network for every niche. You’ll get further by matching your content and audience behavior to the network that aligns with it. And, crucially, by asking merchants to extend your window when you can justify it. You’d be surprised how persuasive you become when you send volume.

Quick Comparison: Typical Cookie Windows by Network in 2025

Cookie windows can vary by individual advertiser. Treat these as common defaults or ranges observed across programs, not hard guarantees. Always check the program terms.

Network / Platform	Typical Cookie Window in 2025	How It Usually Works	Notes You Should Care About
Amazon Associates	24 hours; cart-based extensions up to 90 days in some locales	Last-click; session + short fixed window	Great conversion but very short window; policies vary by country; app opens can break attribution.
CJ (Commission Junction)	Varies by advertiser; commonly 30–45 days	Last-click by default; can support dynamic attribution	Many brands set their own windows; some go 7–14 days, others 60+.
ShareASale	Varies by merchant; commonly 30 days; 60–90 days fairly common	Last-click; coupon suppression options exist	Many boutique brands push longer windows; check per program.
Awin	Varies; commonly 30 days; some 45–60 days	Last-click; supports app tracking if implemented	Strong in retail, fashion, and EU; program-by-program variability.
Rakuten Advertising	Varies; commonly 30 days	Last-click standard; some multi-touch	Big brands; you’ll see wide variability by program.
Impact	Varies; common 7–30 days; some 45–90	Flexible attribution; S2S, app, cross-device possible	Excellent tech; big brands often choose shorter windows.
Partnerize (incl. legacy Pepperjam)	Varies; commonly 30 days	Advanced attribution options	Large retailers; expect program-specific rules.
AvantLink	Varies; often 30–60 days	Last-click; great for outdoor, specialty merchants	Many merchants more generous (45–60).
FlexOffers	Aggregator; varies; 15–30 days common	Pass-through to underlying networks	Window depends on each advertiser.
Skimlinks / Sovrn Commerce	Uses merchant’s window; often 30 days	Aggregator; dynamic	You inherit the advertiser’s window; great for content at scale.
ClickBank	Often 60 days; some vendors longer, occasionally “lifetime”	Last-click on “hoplink”; vendor-defined	Info products often have very long windows; recurring commissions possible.
Digistore24	Frequently 60–180 days; vendor-defined	Last-click; sometimes “lifetime”	Popular for digital offers with generous windows.
JVZoo	Commonly 60–90 days; vendor-defined	Last-click	Info products/launches; long windows relative to retail.
PartnerStack (SaaS)	60–90 days typical click window; many programs convert to lifetime once lead signs up	Account-based; lead-to-customer lifecycle	Great for B2B SaaS; recurring revenue common.
Refersion (Shopify-focused)	Merchant-defined; often 7–30 days	Last-click; easy DTC setup	Shorter windows are common in DTC; some brands offer 60+.
eBay Partner Network	Event/session-centric; practical ~24 hours	Event-based attribution	More complex than a simple “X days” cookie.
Walmart (Impact)	Often 3 days	Last-click	Short window but high conversion velocity possible.
Target (Impact)	Often 7 days	Last-click	A reasonable middle ground for big-box retail.

You’ll notice the pattern: “Varies by advertiser” appears like a bad refrain. That’s because the network is a vessel. The brand pours whatever water they like into it. Your job is to find the vessels with water that doesn’t evaporate overnight.

Who Actually Has the “Best” Cookie Window?

If you measure “best” as the longest duration you can feasibly get without writing code:

• Longest typical windows: ClickBank and Digistore24 often give you 60–180 days. Many vendors set windows long because information products have long consideration cycles. You also see sticky attribution where once a lead signs up, any later purchases are yours—even if they happen months later.
• “Lifetime” with asterisks: SaaS partner platforms like PartnerStack sometimes offer lifetime attribution once the account is referred, especially for recurring subscriptions. You may have a 90-day window to get the lead to sign up, and after that, the account is permanently attached to you.
• Generous retail outliers: On ShareASale, AvantLink, and Awin, you can find merchants with 60–90–120 days. These aren’t the norm, but they exist—especially in high-ticket categories like outdoor gear, furniture, and B2B services sold via order forms.
• Shortest windows (but high conversion velocity): Amazon’s 24 hours remains the shortest of the major programs, though it often makes up for it with enormous conversion rates and cart sizes. Walmart at 3 days and Target at 7 days live in the “brief but manageable” middle.

So, who wins? If you’re optimizing for duration alone, you’ll generally find the sweetest cookie jars among information-product networks and SaaS platforms. If you’re optimizing for total earnings, the answer depends far more on your audience, the commission rate, and the conversion funnel.

Why Duration Isn’t Everything: Attribution in Real Life

Imagine your reader at work, “researching” something that isn’t work. They click your link on a locked-down Safari browser, close the tab, and come back a week later on their home laptop. Your 90-day cookie might have evaporated on Safari, and unless the merchant’s network uses first-party, server-set cookies or some cross-device identifier, your 90 days just retired early.

What often matters more than the number printed in the terms:

• First-party, server-set cookies and redirects: These last longer under ITP than JavaScript-set cookies.
• Consent management: If the merchant’s site politely asks for consent and your user politely declines, you’ll need cookieless attribution to get credit.
• App deep linking: Without it, app opens can break your referral chain. With it, your link leads to the app store, the app installs, and your referral is preserved.
• Multi-touch or assist credit: Some networks recognize that the first affiliate who educated the user should get some credit, even if the last click belongs to a coupon site.

If a network has great tech and merchants who implement it, your effective window could be stronger than a paper 90 days in a less modern setup.

The Case for Picking by Use Case

Your best network is the one that fits your content and audience behavior. Think of it like shoes. You don’t wear wingtips to the beach unless you’re visiting an uncle who insists on it.

• Fast-purchase products: Gadgets under $50, kitchen tools, trending toys. Short windows can be fine here because buyers convert quickly. Amazon’s 24 hours can still outperform 30 days elsewhere if your audience is primed to purchase right now.
• Considered purchases: Furniture, cameras, outdoor gear, high-ticket B2B. You benefit from longer windows (45–120 days) and better tracking. AvantLink, ShareASale, Awin often shine with merchants who understand research cycles.
• SaaS and subscriptions: PartnerStack and other SaaS platforms give you recurring commissions and often lifetime attribution post-signup. Your content can patiently nurture leads over weeks.
• Coupons and deals: Last-click can favor coupon sites. If you run content that captures early research, look for networks that support assist credit or that can suppress coupon last-minute steals.

Winners by Scenario: A Practical Table

Use this like a tasting menu. You can’t order everything on it, but it helps you figure out what you’re in the mood for.

Scenario	Your Goal	Likely “Best” Cookie Setup in 2025	Why It Works
Short-lifecycle retail (impulse buys)	Convert quickly and frequently	Amazon (24h), Target (7d), Walmart (3d), large retailers on Impact/Partnerize	High trust and conversion; window length matters less than volume.
Long-lifecycle retail (high ticket)	Capture delayed decisions	Merchants on ShareASale/AvantLink/Awin with 60–120d	Affords the research period; often better EPC on high-ticket.
Information products	Max duration and recurring	ClickBank/Digistore24 (60–180d; sometimes lifetime)	Long windows match long consideration; recurring in some offers.
B2B SaaS subscriptions	Lifetime account attachment	PartnerStack (90d to sign up; lifetime after), other SaaS platforms	Once an account is referred, you own renewals.
Content at scale across many merchants	No-time-to-apply aggregator	Skimlinks/Sovrn Commerce (inherits merchant windows)	Quick integrations; you piggyback on diverse programs.
App-heavy merchants	Preserve credit across app installs	Networks with deferred deep linking and MMPs (Impact, Awin, CJ—where implemented)	Stops app journeys from erasing attribution.

Network-by-Network: What You Should Watch For

Let’s walk through the major players with what you can expect and how to think about their cookie windows in 2025. No monologues, just the bits you actually need.

Amazon Associates

You know the deal: 24 hours. In some regions, if a user adds an item to their cart within that window, your credit can extend up to around 90 days for that carted item. The program is simple, conversions are massive, and the window is short.

• When to use: Reviews and roundups with strong purchase intent and low friction. Today’s shoppers buy fast here.
• What to check: Regional policy nuances; app attribution; product categories with low rates.

CJ (Commission Junction)

CJ works with many recognizable brands, and the cookie window is set by each advertiser. You’ll often see 30–45 days, with some going shorter or longer.

• When to use: If you need access to big brands and stable, mature tracking.
• What to check: Program terms per advertiser; coupon/loyalty rules; potential cross-device features.

ShareASale

A favorite for boutique brands and DTC merchants. Thirty days is common, but you’ll find many programs at 60–90 days or more.

• When to use: Niche retailers, lifestyle products, high-touch merchants willing to negotiate.
• What to check: Each merchant’s window; whether they honor cross-device; the availability of standard or custom deals.

Awin

Global reach, especially in fashion, travel, and EU markets. Thirty days is the baseline you’ll see, with variations across programs.

• When to use: International content; fashion and travel content with research cycles.
• What to check: Program windows; app tracking support; cross-border considerations.

Rakuten Advertising

Big brands, department stores, and electronics. Thirty days is common, but variance is normal.

• When to use: If your niche aligns with Rakuten’s top advertisers.
• What to check: The specific program’s window and coupon policies.

Impact

Impact is known for mature tech. You’ll find 7–30 days as a common window with some brands granting 45–90. Impact often supports server-to-server tracking, cross-device matching, and app attribution for advertisers who turn it on.

• When to use: You want sophisticated tracking and you work with large brands.
• What to check: Whether the merchant implemented deep linking, postbacks, and consent-friendly tracking; their window; last-click rules.

Partnerize

Another enterprise-grade solution, often used by multi-national retailers. The window is program-specific, often 30 days.

• When to use: Stocked catalogues, enterprise partnerships, and complex geographies.
• What to check: Individual advertiser policies and any multi-touch options.

AvantLink

Strong in outdoor and specialty niches. You’ll see many 30–60 day windows.

• When to use: Gear, outdoor, and enthusiast categories where research is normal.
• What to check: Each merchant’s window and possible longer terms for higher-ticket gear.

FlexOffers

An aggregator that connects you to thousands of programs. Cookie windows vary widely and depend on the underlying advertiser.

• When to use: You want breadth quickly.
• What to check: Terms for the specific program you choose; EPC trends.

Skimlinks / Sovrn Commerce

These turn regular links into affiliate links and can simplify your life. You inherit the merchant’s cookie window.

• When to use: Content at scale across many merchants without joining them all individually.
• What to check: The underlying merchant windows, and whether you’re losing rates compared to private applications.

ClickBank

The land of information products and occasionally physical offers. Sixty days is common. Some vendors offer 90 days or more, and a few give you sticky or lifetime credit post-signup.

• When to use: Digital products, courses, and offers with long funnels.
• What to check: Refund/chargeback policies; vendor reputation; recurring commission rules.

Digistore24

Similar to ClickBank with a European tilt. You’ll often see 60–180 days and sometimes lifetime.

• When to use: Info products and evergreen funnels.
• What to check: Vendor quality and compliance; payout structure.

JVZoo

Product launches and software deals are common. Sixty to 90 days is typical, but vendors vary.

• When to use: Launch events and short-term promos on digital tools.
• What to check: Vendor reliability; refund rates.

PartnerStack (SaaS)

B2B SaaS lives here. You’ll often have a click-to-signup window (say 90 days). Once a user signs up through your link, the account gets married to you. Renewals, upgrades, all of it can pay you for as long as the customer stays.

• When to use: B2B content, tutorials, how-to guides, integrations, niche communities.
• What to check: Cookie window to sign up; lifetime/recurring rules; attribution across trial-to-paid cycles.

Refersion

A popular choice with Shopify brands. Windows vary widely, often 7–30 days, with some merchants offering more.

• When to use: DTC products and brand partnerships.
• What to check: The exact merchant’s window, whether they allow last-click hijacking by coupons, and whether you can negotiate.

eBay Partner Network

Attribution is event-centric and closer to session-based. If your audience clicks and then buys quickly, you’re fine. If they wait, you may be out.

• When to use: Deal-hunting content and collector niches where someone “snipes” an item quickly.
• What to check: Current program specifics; how bidded purchases are credited.

Walmart and Target (via Impact)

Big-box retail with short to medium windows. Walmart often at 3 days, Target around 7 days.

• When to use: Household items, seasonal goods, and when you need big-retailer trust.
• What to check: Windows, category rates, and app attribution.

The 2025 Twist: Cookie Windows vs. Effective Windows

The number in the program terms is your “paper window.” Your effective window is what actually applies once you factor in browsers, consent, apps, and last-click gymnastics. If you want to improve your effective window:

• Favor first-party, server-set tracking: Ask merchants if they set cookies on redirect at the server level, not only with client-side scripts.
• Check app deep linking: If the merchant has an app, ask whether they support deferred deep linking and mobile measurement partners. You want your click passed into the app store and back into the app with your attribution intact.
• Understand cross-device support: Some networks allow email hashing or account-based recognition to tie together a phone click and a laptop purchase.
• Ask about coupon suppression: If you do top-of-funnel content, you don’t want the last minute “10% off” pop-up to siphon your credit. Some programs restrict coupons unless the coupon site added unique value.

Programs Known for Long Windows (Examples to Hunt For)

Use this as a scavenger list. You won’t find these exact terms everywhere, but you’ll recognize the patterns.

Category	Where You’ll Find Long Windows	What to Look For
Courses and digital info products	ClickBank, Digistore24, standalone vendor programs	60–180 days, recurring commissions, “lifetime” post-signup
B2B SaaS	PartnerStack, Impact, in-house SaaS platforms	60–90 days to sign up; lifetime for account; recurring payouts
High-ticket retail	ShareASale, AvantLink, Awin	60–120 days on select merchants; manual applications
Subscription boxes	ShareASale, Impact	30–60 days common; recurring commission variants
Financial services (leads)	CJ, Impact, Rakuten	“Cookies” less relevant; lead windows and qualification rules

How to Choose Your Winner Without Getting a Migraine

You don’t have to become a lawyer. You just need a checklist. Use this when comparing programs:

• Cookie window duration: 24h, 7d, 30d, 90d? OK, but don’t stop here.
• Attribution model: Last-click, first-click, or multi-touch? Any assist credit?
• Tracking stack: First-party cookies set server-side? Do they support postbacks?
• App and cross-device: Proper deep linking? Does the brand rely heavily on its app?
• Coupon/loyalty policies: Are they suppressing last-minute hijacks?
• Reversal rate: Long windows are pointless if return/reversal rates are high.
• Commission rate and EPC: A short window with high EPC can beat a long window with poor conversion.
• Fit for your content: Fast vs. slow purchase cycles; research vs. impulse.

If you do this for each big network and niche merchant, you’ll end up with a stack that reflects reality, not just a number in a dashboard.

Negotiating a Longer Cookie Window (Yes, You Can)

You might feel odd asking for a longer cookie window, like asking a friend to hold your place in line while you run an errand across town. But brands do say yes—especially when you bring value. Here’s how to improve your odds:

• Show your funnel: If your content educates early and the purchase happens later, share that data. “Our readers take 18–45 days to buy big-ticket gear” is persuasive.
• Offer a test: Ask for a 60-day window for 60 days of testing. If your performance upticks, ask them to keep it.
• Bring more than clicks: Offer a dedicated post, email placements, or seasonal guides in exchange for better terms.
• Negotiate coupons smartly: If you publish codes, ask for “coupon locking” that still credits you if a user uses a coupon later.
• Talk about app tracking: If they have an app, ask for proper deep linking. Even a 30-day window won’t help if the app eats your click.

Best Practices to Maximize Your Effective Window

You can’t control Safari’s mood swings, but you can control your setup.

• Use deep links everywhere: If the merchant offers device-aware links, adopt them in your CMS and link shorteners. This helps with app opens and geo-routing.
• Encourage quick micro-actions: For SaaS, steer users to sign up for a trial quickly. Once they’re in the vendor’s CRM, your referral is often locked, even if the purchase happens weeks later.
• Pre-sell with email capture (when allowed): If you run a community or newsletter, capture leads before sending them to the merchant. You can then remind them to finish the journey within the window.
• Promote cartable bundles: On retail with short windows, recommend carts and wish lists. Some programs extend attribution if items are added during the window.
• Publish evergreen updates: Refresh top pages regularly to maintain rankings and keep a steady stream of fresh clicks, which “refreshes” the timer for lots of users.
• Watch your top paths: In analytics, find the pages that send clicks but don’t convert immediately. For those, favor longer-window programs.

Compliance and Privacy: The Not-So-Fun Part That Keeps You Paid

You can be charming and still comply. In 2025, that means:

• Consent banners: If you pass users through your own domain before the merchant, ensure your consent practices match your region’s rules. Some networks require you to pass consent signals.
• Clear disclosures: Tell users when links are affiliate links. It builds trust and reduces the odds of program removal.
• No fingerprinting: Don’t try to outsmart ITP with shady techniques. Networks will cut you, and you’ll deserve it.
• Data minimization: The less personal data you touch, the easier your life is with privacy laws.

The Tricky Bits: Mobile Apps, Cross-Device, and Social

You probably have readers who start on a phone, migrate to a laptop, and finish in an app. It feels personal, but it’s just Tuesday.

• Apps: Use merchants or networks that support deferred deep linking and mobile measurement. If a brand shuttles users to its app without recognizing you, ask for a web fallback or a specific app-optimized affiliate link.
• Cross-device: Some networks can link users who log in on multiple devices via hashed email. This helps preserve attribution.
• Social: Links on social can pass through multiple wrappers. Use approved link shorteners and test regularly to ensure redirects aren’t stripping parameters.

Measuring What Matters: EPC, AOV, and Real Payouts

A 90-day cookie is intoxicating, but EPC (earnings per click) sobers you right up. You should pay attention to:

• EPC by page: Where do clicks translate into money? Where do they evaporate?
• AOV and commission rate: High AOV with a modest rate can beat low AOV with a high rate.
• Reversal rates: Returns and cancellations undermine long windows.
• Time-to-conversion: If your median is under three days, a 7-day window is probably fine.

Think of your portfolio as a set of “fast” and “slow” monetization opportunities. Pair a fast program like Amazon with a slower, longer-window merchant in the same niche. You can catch the impulse buys now and the research-driven buyers later.

Practical Playbook: Building Your 2025 Stack

Here’s a pragmatic way to design your affiliate stack around cookie windows and modern tracking.

1. Pick one fast-conversion anchor

• Use Amazon or a big-box retailer with short-to-medium windows for immediate capture.
• Apply on Impact/Partnerize for key categories.

2. Add one long-window companion per category

• Find a ShareASale/Awin/AvantLink merchant with 60–120 days for your slower buyers.
• Use them on top-of-funnel content with comparisons and buying guides.

3. Layer a SaaS or info-product play

• If your niche allows, add a ClickBank/Digistore24 product or a PartnerStack SaaS that complements your content.
• For SaaS, drive to signup right away to lock attribution.

4. Audit tracking nuts and bolts

• Ask for deep linking and app tracking.
• Confirm first-party, server-set cookies.
• Check consent mechanics.

5. Monitor and iterate

• Shift traffic toward programs with the best combined EPC and effective window.
• Test custom landing pages with higher-intent CTAs to speed up conversions within your window.

A Few Mini Case Studies (Reality, Not Fantasy)

Consider these common scenarios and how cookie windows behave in each one.

• Camera Buyer, Three-Paycheck Research You publish a detailed mirrorless camera guide. Your reader clicks three brand links, sleeps on it, reads recaps, and buys 27 days later. Your best bet is a merchant on a 45–60 day window with strong first-party tracking, not a 24-hour setup. If they hop to the brand’s app, you need app attribution too.

• Indoor Cycling Bike, Impulse Weekend Your “Best Budget Spin Bikes” roundup spikes traffic on payday weekend. Shoppers buy within hours of reading. Here, short windows perform just fine, and the sheer volume offsets the low duration.

• Project Management SaaS, Trial then Purchase Your tutorial sends someone to a SaaS product. They sign up immediately for a trial but pay on day 48. On PartnerStack, you’ll still be attached to the account. On a simple retail network without account-based attribution, that would be a loss.

• Niche Digital Course, Launch Funnel You send your list to a free webinar that happens in two weeks. On ClickBank or Digistore24 with a 60–180 day cookie, you’ll be credited if the user buys at the end of the launch. On a 7-day retail program, you’d be out of luck.

Frequently Asked Questions (That You’d Ask in a Group Chat)

• Is a 24-hour cookie always bad? No. If your audience buys quickly and the merchant converts like crazy, you can earn more with 24 hours than 30 days elsewhere.

• Can I stack networks for the same merchant? Generally, you should avoid linking to the same merchant through multiple networks on the same page. Pick the best deal. For comparison pages, you can use different merchants in the same category.

• Do I get paid if the user switches devices? Only if the network and merchant support cross-device attribution, or if the purchase happens within a cookie window on the same device.

• Do networks still use third-party cookies? Most are moving away from third-party cookies and toward first-party and server-to-server tracking. Ask about their setup.

• Are “lifetime cookies” real? “Lifetime” usually means lifetime account attribution after signup, not a timeless cookie floating across the internet. Treat the word with caution, but yes, true lifetime account attribution exists in many SaaS programs.

• Are coupon sites stealing my last click? Sometimes. Good programs handle this by suppressing last-minute takeover, requiring incrementality, or splitting credit.

• What’s better: a 90-day cookie with 2% commission or a 24-hour cookie with 8%? Run the math on EPC. Often the higher commission with faster conversions wins, but it depends on your audience’s buying timeline.

A Sensible Conclusion (With Just Enough Drama)

If you want the longest cookie window in 2025, you’ll usually find it in two places: information-product networks like ClickBank and Digistore24, which commonly offer 60–180 days, and SaaS partner platforms like PartnerStack, where your referral becomes permanent once the user signs up. For traditional retail, you’ll see a mix: 30-day windows are common on ShareASale, Awin, AvantLink, CJ, and Rakuten, with outliers in the 60–120 day range and some big-box retailers sitting at 3–7 days.

But your real answer lives at the intersection of duration and tracking quality. First-party, server-set cookies, app deep linking, cross-device attribution, and smart coupon policies will raise your effective window more than a number on a terms page ever will. So measure what matters, build a portfolio that pairs fast-conversion programs with long-window anchors, and negotiate when you can. You’ll get more from a 45-day window in a well-implemented program than a 90-day promise that vanishes the moment your reader taps “Open in App.”

One last nudge. You keep thinking about cookie windows because they feel tangible, like the expiration date on milk. In practice, your audience is drinking oat milk, and someone swapped the label. Hold networks and merchants to the specifics—first-party tracking, app attribution, and last-click rules—and a “good window” becomes more than a number. It becomes a quiet certainty that when your reader finally buys the thing you recommended, you actually get paid. And that, in this business, is as comforting as the smell of something baked, which you didn’t have to make.