How long are UTMs and click IDs stored for web attribution?
We want to understand how long a campaign keeps credit after the first click before we set up reporting.
Answer from the Linkrunner team
It depends on the tool, so check the documentation of whatever you use, because storage rules decide what any attribution model can see. In Linkrunner's Web SDK (beta), first-touch UTMs and click IDs stay until the visitor's browser storage is cleared and never change. Last-touch ad click IDs are kept for 90 days. Last-touch UTMs are kept for 24 hours from the campaign click, in localStorage as well as sessionStorage, so a return from a payment gateway in a new tab keeps its credit. A reload, the back button or an internal link is not a new touch. Two limits apply to any browser-based setup: a visitor who clears storage or browses privately looks new, and ad networks apply their own attribution windows, so their totals will not match yours exactly.
More on this: linkrunner.io/web-attribution