<b>MYTH: A 90-day cookie window means you're safely credited</b>

<b>MYTH: A 90-day cookie window means you're safely credited</b>

Everyone treats a long cookie window as generosity. For B2B SaaS it's often theater, because the sales cycle outlasts it.

Reality: enterprise and mid-market SaaS routinely take 4-9 months from first click to paid contract. Free trials, security reviews, procurement, budget cycles. Your 90-day cookie expired in month three while the buyer was still in legal review.

Worse, the longer the consideration, the more touchpoints intervene: a webinar, a sales rep, a retargeting ad that overwrites your cookie with last-click attribution.

So the products with the fattest commissions (expensive B2B tools) are exactly the ones whose buying cycle is engineered to outrun your tracking.

Match the cookie window to the realistic time-to-purchase, not to what sounds impressive. A 90-day cookie on a 6-month sale is a 0-day cookie.

Verdict: the window closes before the deal opens.