No — the cookie’s 100-year max-age just makes it long-lived. Actual attribution retention is governed by your Attribution Window setting and your visitors’ browser policies.The 100-year max-age is a default, arbitrary value set by the Invoca JS library — it has little bearing on how long data is actually retained. In practice, browsers manage first-party cookies on their own terms, often deleting them after 1–30 days of inactivity. The cookie’s max-age is set far in the future to make it a long-term cookie — preserving the Invoca ID — but how long attribution data is actually stored is controlled by a separate value: “ttl” (time to live). Every time the Invoca Tag writes to the cookie, it extends the “ttl” to now + your Attribution Window, as configured in your Tag. The Attribution Window is the period during which Invoca captures and updates attribution values for a unique visitor. If that visitor doesn’t return within the window, they get new attribution values on their next visit — the Attribution Window setting always takes precedence over the cookie’s expiration date. Browsers also enforce their own limits on first-party cookies, regardless of your settings. Safari, for example, auto-removes cookies after 1–7 days depending on several factors. So while the Invoca cookie itself could technically persist for 100 years, the attribution data tied to that visitor is cleared according to your Attribution Window, the browser’s own policies, or if the visitor clears it manually — whichever comes first. Applies to: The
invoca_session cookie, Attribution Window