State Farm
Agent-referral model with a 45-day cookie - the longest in the auto category
Overview
State Farm is the largest US auto insurer by premium volume and works through a captive agent network rather than a direct-to-consumer affiliate model. The referral opportunity is therefore agent-based, which means longer cookie windows and higher lead values, but also more friction in getting set up and less predictable volume.
Strengths
- 45-day cookie window beats the 30-day category norm
- Higher lead values than direct CPL programmes
- Bundled home + auto leads are the most valuable in the category
Trade-offs
- Agent-based setup is slower and less standardised
- Net 45 means longer cash flow cycles
- Volume depends on agent capacity in the user's area
Commission structure
| Model | CPL — per lead |
|---|---|
| Published rate | $12–$18 per qualified lead |
| Cookie window | 45 days |
| Payment terms | Net 45 |
| Minimum payout | $50 |
| Recurring | No |
| Payout tier | Medium Solid mid-range economics |
Source: dlminds.com · Data checked: 2026-10-28
How to apply for the commission
- Identify the regional agent or marketing contact for the states you target - this is not a self-serve signup.
- Present your audience: state mix, homeowner share, bundled-interest content.
- Agree the lead definition in writing. Ask whether a quote request or a contact request triggers payment.
- Get the tracking arrangement in writing, including the 45-day attribution window.
- Configure the link in /go/ once live.
- Net 45 terms, $50 minimum.
This is the one programme where the 45-day cookie genuinely changes the maths. Auto insurance shoppers commonly research for several weeks, so a 45-day window captures conversions that 30-day programmes lose. Worth the extra setup friction.
Traffic restrictions
Agent-level agreements may restrict which states you can target. No brand bidding.
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