Attribution Expiration is a time window that determines how long after a visitor clicks on an affiliate link they can still generate a valid conversion. Think of it as a "use by" date for tracking links—once this period passes, any purchases or actions made by that visitor will not be credited to the affiliate.
How It Works
When a visitor clicks on an affiliate's tracking link, a countdown begins. If that visitor completes a purchase or desired action within the attribution expiration period, the conversion is attributed to the affiliate and they receive their commission. However, if the conversion happens after the expiration period has passed, the system will reject it and mark it as "Not Allowed"—meaning no commission is paid for that sale.
Attribution Expiration vs. Cookie Expiration
It's important to understand that Attribution Expiration works alongside, but separately from, Cookie Expiration:
Cookie Expiration controls how long tracking information stays saved in the visitor's browser. This determines whether the system can identify that a visitor came from a specific affiliate link.
Attribution Expiration controls the maximum time period during which a conversion will be accepted and credited to an affiliate, regardless of whether the cookie is still active.
For example, you might set your Cookie Expiration to 90 days but your Attribution Expiration to 30 days. In this scenario:
The tracking cookie remains in the visitor's browser for 90 days
But conversions are only accepted and credited to the affiliate if they happen within the first 30 days after the click
Configuring Attribution Expiration
Attribution Expiration can be configured in two ways:
Global Settings
You can set a default Attribution Expiration period for your entire program in Settings → Conversion Attribution. This period will apply to all offers unless specifically overridden.
The period is measured in days, with a minimum of 1 day. You can also choose to leave this setting empty, which means there's no time limit—conversions will be accepted regardless of how long ago the click occurred (as long as the cookie hasn't expired).
Per-Offer Override
For individual offers that need different attribution windows, you can override the global setting at the offer level. This is useful when:
Certain products have longer or shorter sales cycles
You want to test different attribution windows for specific campaigns
Premium affiliates negotiate different terms for specific offers
When an offer-level attribution expiration is set, it takes precedence over the global setting for that specific offer.
Common Use Cases
Shorter Attribution Windows (7-14 days)
Ideal for:
Products with quick purchase decisions (impulse buys, limited-time promotions)
Digital products and services with immediate value
Managing commission costs on high-ticket items
Medium Attribution Windows (30-45 days)
Suitable for:
Standard e-commerce products
Software and subscription services
Most B2C offerings where customers need time to consider
Longer Attribution Windows (60-90 days)
Best for:
Complex B2B products with longer sales cycles
High-value purchases requiring research and consideration
Services with extended trial periods
No Attribution Expiration
Used when:
You want the cookie expiration to be the only time limit
Your products have very long consideration periods
You want to maximize affiliate satisfaction by crediting all conversions
Important Considerations
Minimum Duration
The Attribution Expiration period must be at least 1 day. You cannot set it to zero or to a period shorter than one day.
Optional Setting
Attribution Expiration is completely optional. If you don't set it, conversions will be accepted for as long as the tracking cookie remains valid in the visitor's browser.
Conversion Rejection
When a conversion is attempted after the attribution period has expired, it will be automatically rejected with a "Not Allowed" status. The affiliate will see this conversion in their dashboard but will not receive any commission for it.
Coordination with Cookie Expiration
For optimal results, your Attribution Expiration period should not exceed your Cookie Expiration period. If set longer, the cookie will expire before the attribution window closes, making the extended attribution period ineffective.
Best Practices
Align with Your Sales Cycle: Review your typical time-to-purchase data to set an attribution window that captures most legitimate conversions while filtering out unrelated purchases.
Communicate Clearly: Make sure your affiliates understand your attribution window so they can set appropriate expectations for their promotional efforts.
Test and Adjust: Start with a conservative window and adjust based on actual conversion patterns in your program. Monitor how many conversions fall outside the window.
Consider Your Market: B2C products typically have shorter attribution windows (7-30 days) while B2B products may benefit from longer windows (45-90 days).
Balance Costs and Fairness: While shorter windows reduce costs, they should still be fair to affiliates who are driving genuine interest in your products.
Frequently Asked Questions
What happens to conversions that occur after the attribution period expires?
They are automatically marked as "Not Allowed" and no commission is paid. The conversion will still appear in reports for tracking purposes.
Can I change the attribution period after my program is running?
Yes, you can adjust the attribution period at any time. Changes will apply to all new clicks going forward but won't affect clicks that have already occurred.
Does the attribution period reset if a visitor clicks multiple links?
Yes, each new click from the same visitor creates a new attribution window based on the most recent click.
What's a reasonable attribution period?
Most affiliate programs use between 15-45 days. The key is choosing a period that matches your customers' typical buying behavior.