How can AA identify returning visits from 90 days ago if Adobe's first part cookies are limited to 7-day expiry In a recent analysis around new vs repeat visits my team was doing for our e-commerce site, we noticed that we could tie an order from today to a visitor who had previous visits up to 90 days ago. This is without any on-site authentication data, this is strictly visitors who have not made an account on our site, but placed an order as a guest today, and had previous visits 90 days ago. According to this documentation, Adobe’s first-party cookies are limited to a 7-day expiry or, for click-throughs that Apple determines are coming from trackers, a 24-hour expiry. With a 7-day expiry, if a user visits your site and returns within seven days, then the cookie’s expiration date is extended by another seven days. However, if a user visits your site and returns in eight days, then they are treated as a new user on the second visit. I have also read here that on Chrome browser for example, cookies can last up to 400 days before expiring, and wondering if this is