Stand-down
Jump to a section
In short
A rule that a coupon or cashback extension stays quiet when another affiliate already referred the shopper, so it doesn't take the commission.
What it means
A stand-down is the rule that an affiliate extension doesn't prompt the shopper, or set its own affiliate cookie, when the shopper arrived through another affiliate's link.[impact.com Help Center, Oct 2026] (opens the source) Affiliate networks write it into their publisher terms, and extensions say whether they follow it. When an extension ignores it, the extension's click replaces the earlier affiliate's under last-click attribution, and the commission moves with it.
On your store
A shopper clicks a creator's link to your store and adds a jacket to the basket. At checkout their cashback extension would normally pop up. With a stand-down it stays quiet, and the creator keeps the commission.
Why it matters
If the extensions in your affiliate program don't stand down, you pay commission to whichever one clicked last, on sales your creators and partners made. Since June 2025 the Chrome Web Store has required extensions to add an affiliate link only after the shopper acts and only when they get a direct benefit.[Chrome for Developers, Mar 2025] (opens the source)
What Benson does
Attribution integrity flags orders where an extension's affiliate click landed after the shopper arrived from someone else.
Sources
- 1impact.com Help Center, “Stand-down policy explained”, Oct 2026. help.impact.com (opens the source)
- 2Chrome for Developers, “Chrome Web Store policy updates: strengthening our policies on affiliate programs”, Mar 2025. developer.chrome.com (opens the source)
Read next
Related terms
- Last-click attributionA crediting rule that gives the whole sale, and the whole commission, to the last affiliate whose link the shopper clicked before buying.
- Affiliate hijackingWhen an extension or publisher adds its own affiliate click late in a visit another partner referred, so the commission moves to it.
- Cookie stuffingSetting an affiliate's tracking cookie without the shopper clicking that affiliate's link, so it gets credit and commission for a sale it didn't refer.
