diff --git a/packages/ssr/src/lib/analytics/send-to-awin.ts b/packages/ssr/src/lib/analytics/send-to-awin.ts
index fceb5e964..5fe64f6b3 100644
--- a/packages/ssr/src/lib/analytics/send-to-awin.ts
+++ b/packages/ssr/src/lib/analytics/send-to-awin.ts
@@ -18,7 +18,7 @@ const awinAxios = AWIN_ADVERTISER_ID && AWIN_API_KEY
   })
   : null;
 
-// https://help.awin.com/apidocs/conversion-api - accepted "channel" values
+// Expected AwinChannelCookie values — Awin docs mandate 'aw' as the fallback
 const validChannels = new Set([
   'aw', 'ppcgeneric', 'ppcbrand', 'display', 'social', 'Other', 'Organic', 'direct',
 ]);
diff --git a/packages/storefront/src/analytics/set-tracking-ids.ts b/packages/storefront/src/analytics/set-tracking-ids.ts
index 7fce605fc..87f603f66 100644
--- a/packages/storefront/src/analytics/set-tracking-ids.ts
+++ b/packages/storefront/src/analytics/set-tracking-ids.ts
@@ -1,3 +1,5 @@
+import { setCookie } from '@@sf/sf-lib';
+
 export type TrackingIds = {
   gclid?: string,
   g_client_id?: string,
@@ -48,6 +50,10 @@ export const getTrackingIds = (
     if (id) {
       value = id;
       sessionStorage.setItem(`analytics_${key}`, id);
+      if (key === 'awc') {
+        // Awin prescribes an awc cookie; sessionStorage doesn't survive a manually-opened tab
+        setCookie('awc', id, 30);
+      }
     } else {
       value = sessionStorage.getItem(`analytics_${key}`) || undefined;
     }
diff --git a/packages/storefront/src/lib/scripts/vbeta-app.ts b/packages/storefront/src/lib/scripts/vbeta-app.ts
index 7b7f68ea5..e7a45e125 100644
--- a/packages/storefront/src/lib/scripts/vbeta-app.ts
+++ b/packages/storefront/src/lib/scripts/vbeta-app.ts
@@ -29,8 +29,8 @@ import { shoppingCart } from '@@sf/state/shopping-cart';
 import { emitGtagEvent, getGtagItem, trackingIds } from '@@sf/state/use-analytics';
 import utm from '@@sf/scripts/session-utm';
 
-// https://help.awin.com/apidocs - fallback pixel, redundant to the server-to-server
-// Conversion API call already made from send-to-awin.ts
+// https://help.awin.com/developers/docs/fall-back-conversion-pixel
+// Awin prioritizes one tracking method per order ref, no double-count with the S2S call
 const emitAwinFallbackPixel = (orderId: string, amount: number, coupon?: string) => {
   if (!window.AWIN_ADVERTISER_ID || !trackingIds.awc) return;
   const src = 'https://www.awin1.com/sread.img'