Add-to-Cart links extend the cookie to 89 days, but only fire on a fraction of buyers

Add-to-Cart links extend the cookie to 89 days, but only fire on a fraction of buyers

A standard product link gives a 24-hour cookie. An Add-to-Cart link sets a 90-day window if the user actually adds the item.

— Standard link buyers: 24-hr window, higher click-through
— ATC link buyers: 89-day window, but ~30-40% lower click-through (extra friction)

(n=4,100 sessions A/B, single high-consideration product)

Net effect depends on purchase cycle. For impulse buys, the friction loses. For researched, delayed purchases (furniture, fitness equipment), the long window recovered orders the 24-hr cookie missed.

So what: Use ATC links only on deliberate, high-AOV, long-cycle products. On impulse items the click-through tax isn't worth the window.