Cookies play a key role in affiliate tracking. But as browser privacy policies evolve, traditional cookie-based tracking methods, especially third-party cookies, may be less reliable. This FAQ explains how cookies work in affiliate marketing, how browser restrictions can affect tracking, and what Awin does to ensure accurate sales attribution.
What are cookies?
Cookies are small text files stored on a user’s browser by a website. They’re used to store information like login details, preferences, and shopping cart contents.
In affiliate marketing, cookies track when a user clicks an ad or link on a publisher’s site. They store data such as the time and date of the click, helping to connect the user’s action to a later purchase.
What are the main types of cookies?
- First-party cookies: Placed directly by the website the user is visiting. They’re often used for analytics and remembering login details and other preferences. First-party cookies face fewer restrictions from browsers.
- Third-party cookies: Set by a different domain, usually for advertising or cross-site tracking. These are more likely to be blocked by browsers due to privacy concerns.
How long do cookies last?
Most affiliate cookies are valid for 30 days. This gives users time to complete a purchase and still have the sale tracked back to the publisher. However, users can clear their cookies at any time, which ends the tracking.
How does cookie tracking work?
When a user clicks an affiliate link (such as a banner or text link), they’re briefly redirected via the affiliate network. During this redirect, a cookie is dropped on the user’s browser to record key information: the publisher, advertiser, and timestamp.
If the user later makes a purchase, the cookie data helps match the sale back to the click.
What is Awin’s cookie policy?
For details on how Awin uses cookies, see our Privacy Policy and the full list of cookies.
What are the main concerns with third-party cookie tracking?
Third-party cookies are often blocked by browsers like Safari, Firefox, and Chrome because they come from domains the user didn’t directly visit. This limits their effectiveness and raises privacy concerns.
How does cookie blocking impact publishers?
If an advertiser still relies heavily on third-party cookies, some transactions may not be tracked. This can lead to lost commission for publishers.
What solutions does Awin offer?
Awin’s tracking technology is designed to overcome the limitations of third-party cookies. By deploying a suite of advanced tracking methods, including first-party, server-to-server, and cookieless solutions, Awin ensures transactions are captured reliably, even when cookies are blocked.
This means Awin publishers continue to receive valid credit for all referrals, regardless of browser restrictions. To learn more, see How are transactions tracked and correctly allocated to Publishers?
What are soft click cookies?
Soft click cookies track affiliate clicks without overwriting existing tracking. Publishers only earn commission if no other publisher influenced the sale. They’re typically used for tools like overlays, extensions, or retargeting ads, and usually expire at the end of the session. This helps protect fair attribution across the programme. To learn more, see What is a soft click cookie?
What can I do as a publisher?
To help ensure all clicks are tracked successfully, enable the Tracking Optimisation Plugin within the Publisher MasterTag. This tool automatically selects the best available tracking method per click, helping overcome issues caused by browser privacy settings and ad blockers. To get started, see What is the Tracking Optimisation (Bounceless Tracking) plugin? For more information about the Publisher MasterTag, see What is the Publisher MasterTag?
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