Overview
This article explains the tracking cookies Awin uses, how each type works, and how attribution is decided. It also covers soft cookies, why they exist, and how the hierarchy ensures fair crediting of conversions.
Awin cookie types
Awin uses several cookie types to track partner activity. Each serves a specific purpose and participates in the attribution hierarchy. Below is a consolidated view of the cookies Awin uses to track your sales.
Incentive click cookie: awsn_[PROGID]
Also referred to as “click incentive cookie”.
Who uses it: Selected cashback, loyalty, charity, and incentive partners.
Consent dependence: Can be configured as strictly necessary in some implementations (e.g., when the advertiser’s landing page includes the GET variable sn=1). This reduces reliance on a user’s consent decision where legally permissible. (e.g., within the EU).
Purpose: Ensures accurate attribution for incentive models where the user explicitly engages with a reward proposition (e.g., earning cashback), which many programs regard as part of the essential service flow.
Standard click cookie: awm_[PROGID]
The most common click cookie.
Who uses it: Most partners in the network.
Consent dependence: Depends on the user’s cookie decision in jurisdictions where consent is required (e.g., EU).
Purpose: Records the click that referred the user, enabling last click attribution in standard programs.
Soft click cookie (low priority tracking)
The most common cookie used by tech plugin partners.
Who uses it: Certain onsite conversion booster tech partners, some voucher partners, and software/browser extension partners that don’t operate via a classic website.
Attribution rule: Only wins if no other valid last click exists. If a standard click (awm_ or incentive awsn_) is present, that higher priority contact overwrites the soft click.
Why it exists: It allows specific tech partners to participate without crowding out higher intent clicks.
Postview cookie: awpv[PROGID]
View through / impression cookie.
Who uses it: Selected display partners and some tech plugin partners who invest in reach beyond their owned properties.
Attribution rule: Postview only wins if there are no higher value click contacts. If a user both sees an ad (post view) and later clicks an affiliate link, the click takes priority.
Use case: To recognize incremental exposure that led to conversion when no clicks were present.
Attribution hierarchy
Awin typically applies “last contact wins” with a cookie hierarchy.
Clicks (incentive
awsn_and standardawm_):Most recent post-click cookie gets the commission.
Overrides soft and post-view cookies.
Soft clicks:
Most recent soft click cookie gets the commission only if no post-click cookie exists.
Overrides post-view cookies but not post-click cookies.
Postview:
Only gets commission if no post-click or soft click cookies are present.
Most recent post-view cookie gets the commission.
This ordering is validated automatically during partner retrieval at the point of transaction, based on the network’s rules.
You can find an overview of all cookies used by Awin in our Policy.