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Author Topic: Cookie length  (Read 9293 times)

Rumbas

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Cookie length
« on: November 01, 2010, 04:20:08 PM »
Recently we had another affiliate tip us that a local network was offering ridiculous short cookie lengths. In fact we tested it and some of the programs where only delivering session based cookies, other were a few days, some 10 and a small fraction was 30 days. Problem is that they don't give any information on cookies on their programs.

Usually we expect at least 30 days, but push for 45/60.

I contacted the network for an explanation and the reason they gave was that a lot of their programs are being set up by large advertising agencies who uses the big tracking systems like Doubleclick, Bluestreak, Adform etc. and those systems can't handle longer cookies.

Therefore they had to accept short cookies in order to prevent sales being deleted by the agency that where made after the cookie length. BS if you ask me, but that was the reason.

So, how important do you feel cookie length is?

And do you think the network is full of it or do you have any experience with agencies not able to handle cookies for a longer period of time?

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Drastic

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Re: Cookie length
« Reply #1 on: November 01, 2010, 04:43:31 PM »
Some stuff doesn't matter as much, if it's the type of thing that usually is an impulse purchase. Otherwise 30+ days is a standard IMO. Rest is BS.
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rcjordan

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Re: Cookie length
« Reply #2 on: November 01, 2010, 05:39:18 PM »
I think the network is full of it.
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DrCool

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Re: Cookie length
« Reply #3 on: November 01, 2010, 05:50:45 PM »
Here are some stats from a couple different merchants on my last 100 sales:

Merchant 1 ($150 product. Unlimited cookie)

Same Day Purchase: 67
1-2 return days: 9
3-5 return days: 5
5-15 return days: 9
15+ return days: 10

Merchant 2 (lots of different products. Sports related stuff. 60 day cookie)

Same Day Purchase: 80
1-2 return days: 4
3-5 return days: 3
5-15 return days: 4
15+ return days: 9

On both merchants it looks like 10% of the sales come over 15 days out. I used to think cookie length was pretty insignifigant but after seeing those numbers that is a good chunk of sales that are coming after the first day. I would have never thought 10% of the sales would be over 15 days out. So I would push for 30+ day cookies whenever possible.

Not sure if the network is full of it or not. But cookies are important.
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littleman

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Re: Cookie length
« Reply #4 on: November 01, 2010, 06:47:34 PM »
Some businesses make nearly all their sales days after initial visits.  Like for instance, a dating site I was promoting had a lag of at least two to three weeks between traffic and conversions.  I'd imagine that this happens all the time with offers that promote 'free signup' and then try to make the money on the upsell.
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Travoli

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Re: Cookie length
« Reply #5 on: November 01, 2010, 08:38:48 PM »
Wow that 10% is suprising.

>can't handle longer cookies.
I cannot imagine that being true.
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TallTroll

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Re: Cookie length
« Reply #6 on: November 02, 2010, 12:31:37 PM »
I actually set up an affiliate network a few years ago, based on the Kowabunga platform, and it certainly had no issues with cookie duration, and nor did the other platforms we looked at. Some programs maybe don't rate a 30 day cookie, but I can't think of any *technical* reason to restrict cookie duration. It's just a text file...
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jimbanks

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Re: Cookie length
« Reply #7 on: November 28, 2010, 12:09:25 PM »
The issue is talking about a cookie to someone at an agency usually involves a glass of milk.

Rather than saying they are clueless they just say what they think might be the right answer.

Having said that, in most cases the "standard" is 30 days out of the box and if it is anything other than that (higher or lower) they MUST tell you.

In all honesty I would be more inclined to want to to get the agency/network to compensate me more for the sales because they can't/won't change the standard.

Also, in regards to things like dating, historically over 90% of the paid subscriptions will occur within 7 days of someone signing up for free. By then they will have had time to be exposed to several upsell pushes. If you are concerned by getting paid for the sales then opt to be paid for the leads, the payout is much lower, but you know you will get paid on every signup and not just the ones that convert into sales.

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