First-party cookie lifetime refers to how long a website’s own cookies stay active in a user’s browser. These cookies are created by the website the user visits directly. Browsers like Safari and Firefox now limit cookie duration to improve user privacy.

Shorter cookie lifetimes can reduce tracking accuracy and affect attribution reporting. Businesses often use server-side tagging and first-party domains to improve cookie reliability while following privacy rules.

Cookie lifetime policies can also vary depending on browser settings and consent choices. Seers AI helps businesses manage consent banners and cookie settings that support privacy-friendly first-party tracking.