Matt Swan says, “With the rise of cross device tracking, it is perhaps timely to consider the true length of customer journeys and whether as a result, cookie lengths should be revisited. 

Reduced cookie periods

Traditionally it has been an industry standard to set cookie lengths to 30 days, with this being the time frame an affiliate can be considered to have played a part in the customer journey and therefore be rewarded for a conversion.

Premised on being a conversion channel, the click to sale time lag through affiliate marketing has always been minimal”.

Cross device tracking: is it time for cookie periods to be extended?

‘Econsultancy’ Blog

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