If you’re sharing affiliate links, you’ve probably heard the term "cookie window." It’s a behind-the-scenes mechanism that can impact your earnings—but it’s not always well understood.

Let’s break it down. Read on for answers to your most frequently asked questions and tips from ShopMy's Director of Affiliate.

What Is a Cookie Window?

When someone clicks your affiliate link, a “cookie” is placed in their browser. This cookie tracks their activity so that if they make a purchase within a set timeframe (known as the cookie window), you earn commission.

On ShopMy, the length of that window is determined by the brand. On average, it’s 30 days, but some brands set shorter or longer periods.

Do Cookie Windows Reset?

This is one of the most common questions we hear from creators.

The answer: sometimes.

If a shopper clicks your link again during the cookie period, the window may “refresh”—extending the expiration date. But not every brand’s program is set up this way.

“If the same user were to click your link again during this window, the expiration date of the cookie is typically updated, but only if the brand's program allows for cookie refreshes. If the program doesn’t refresh cookies, the original expiration date remains unchanged.”

The Last-Click Rule

Here’s the tricky part: most affiliate programs operate on a last-click attribution model. That means if multiple creators share links to the same product, the last link a shopper clicks before checkout earns the commission.

“Beauty, fashion, and wellness tend to see more last-click competition because there’s so much saturation—especially when a product goes viral. A shopper may click multiple links before checking out, which means the final link ‘wins’ the sale.”

This is why positioning and timing matter. The earlier and more often you make your links accessible, the better your odds.

How to Improve Your Chances of Earning

You can’t control cookie lengths or last-click rules, but you can control how easy it is for your audience to shop your links.

Practical steps you can take today:

• Add clear calls to action (“Shop my dress here”) in your posts.

• Keep your ShopMy page linked in bio for easy browsing.

• Find evergreen ways to share links, such as Instagram Story Highlights, blog posts, and YouTube description boxes.

“Accessibility (and a little bit of urgency) is key. If I saw something on your Instagram last week and wanted to find it again, I should be able to easily browse and shop.”

The Takeaway

Cookie windows are one of those affiliate details that can feel out of your control—but small tweaks in how you share links can make a big difference. Consistency, accessibility, and clarity help you win more last-clicks, regardless of a brand’s cookie settings.

Still have questions about affiliate tracking and cookie windows? Check out our Creator Guide to learn more.