What if the people who have tried sending to the sponsor vs WLs think that WLs convert better because sending to CB (and probably others) do the first cookie wins game? Someone could be sending directly to the sponsor and converting at like 1:2 but never see anything on his end because everyone already had a CB cookie set from somewhere else, then when doing the same with WLs they convert at like 1:8000 but look better because it's more than 0 and we're used to awful conversion rates these days..
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