Attention Advertisers: Make a Difference!Cookie Duration DOES
One of the questions the buy.at Account Management Team receives on a regular basis is how long should the cookie length be for my affiliate program?
Our answer: As long as you can make it! One of several of the best ways to instill confidence in your affiliates is by offering as long a cookie length as possible.
Why? Because by offering an extended or even lifetime cookie, you are letting affiliates know you appreciate the traffic they refer, even if the purchase does not happen during the initial visit.
Here's an example of a buy.at advertiser that took this to heart, Apple Vacations, and decided on a 120 day cookie. And a brief listing of June 2010 orders that tracked from an original cookie placed MONTHS earlier:
Transaction Date/Time - 6/25/2010 2:32
Cookie Date/Time - 3/4/2010 3:15
Transaction Date/Time - 6/23/2010 13:56
Cookie Date/Time - 3/18/2010 19:25
Transaction Date/Time - 6/8/2010 2:49
Cookie Date/Time - 2/28/2010 23:47
Transaction Date/Time - 6/6/2010 20:44
Cookie Date/Time - 4/27/2010 17:19
Transaction Date/Time - 6/5/2010 2:24
Cookie Date/Time - 3/14/2010 22:52
Transaction Date/Time - 6/4/2010 4:14
Cookie Date/Time - 3/1/2010 4:09
Transaction Date/Time - 6/4/2010 2:29
Cookie Date/Time - 4/9/2010 15:08
Transaction Date/Time - 6/2/2010 15:02
Cookie Date/Time - 4/5/2010 15:25
Transaction Date/Time - 6/2/2010 1:43
Cookie Date/Time - 4/24/2010 19:47
Transaction Date/Time - 6/1/2010 17:58
Cookie Date/Time - 2/18/2010 19:29
The cookie length decision is extremely important, especially in specific sectors, such as electronics and travel. Consumers spend time reviewing, comparing and price shopping before arriving at the purchase commitment stage.
So yes, we will suggest as long a cookie length for your program as possible. And we do it because we care about affiliates, and their efforts, and we want you as an advertiser to do the same.
Kim Salvino, Client Services Director, Performance Horizon Group
Reach me at kim.salvino(at)performancehorizon.com or on (443) 617-4036