What it means
In affiliate marketing, attribution window the time period after a click during which a conversion can be credited to the referring affiliate. Also called cookie duration or lookback window. Typical windows range from 30 to 90 days.
Why it matters
Whether you're launching a new affiliate program or scaling an existing one, understanding attribution window helps you make better decisions about commission structures, partner recruitment, and growth tactics. Most SaaS founders run into this concept early and benefit from a clear mental model before they start building.
See also
Related terms in the affiliate marketing glossary that connect to attribution window:
- Chargeback -- When a customer disputes a payment and the charge is reversed. In affiliate programs, chargebacks typically result in...
- Churn -- The rate at which customers cancel their subscriptions or stop buying. High churn reduces the long-term value of affi...
- Click-Through Rate (CTR) -- The percentage of people who click on an affiliate link out of the total who see it. Calculated as (clicks / impressi...