Imagine yourself in a situation where everything you learned about advertising and how to track users' behavior for marketing decisions starts crumbling down. This is precisely what is happening. We are becoming increasingly cookieless, and cookies were the basis of internet advertising and sales.
For years, we relied on data from cookies on our websites and apps to understand our visitors’ online behavior. We used this data to create ads, run CRMs, and convert visitors into clients.
What are cookies?
To start off and understand cookieless tracking, first we need to explain what are cookies.
Browser cookies are small text files stored on your device by your web browser when you visit a website. They play several roles, including:
- Session Management: Cookies help maintain a session state between your browser and the website. For example, they allow you to stay logged in as you navigate different pages on the site.
- Personalization: They store preferences and settings, such as language choices or theme settings, making your browsing experience more tailored and convenient.
- Tracking and Analytics: Cookies can track your browsing behavior, which helps websites analyze traffic, improve functionality, or deliver targeted advertising.
These cookies can be temporary (session cookies) or persistent (stored across browser sessions until they expire or are manually deleted). Additionally, cookies are often categorized as first-party (set by the website you're visiting) or third-party (set by external services integrated into the site).
→💬 Check out how our Editor explains what are cookies on his article.
What does cookieless mean?
On the other hand, we need to understand what “Cookieless” is!
It refers to a digital environment where websites and advertisers no longer — or significantly less — rely on traditional browser cookies, particularly third‐party cookies, for tracking user behavior.
Instead, alternative methods like first‐party data collection, server‐side tracking, or contextual targeting are used to maintain website functionality and personalized experiences without compromising user privacy.
For example, while first‐party cookies (set directly by the visited website) may still be used for essential functions like keeping you logged in, “cookieless” typically indicates that third-party cookies — commonly used for cross-site tracking and personalized advertising—are being phased out in favor of more privacy-friendly practices. This shift is driven by increasing privacy concerns and stricter data regulations.
How is the world shifting to cookieless tracking?
The shift to cookieless tracking was driven by a combination of user privacy factors and third-party cookies' limitations. These factors include ad blockers, browser restrictions, and stricter data privacy regulations.
Advertisers urgently need ways to monitor and analyze their users’ behavior without relying on traditional, small data stored in a user’s browser.
There are many reasons why the world is going cookieless; here's a short breakdown of them:
- Ad Blockers: Ad blockers, designed to remove intrusive ads, also interfere with tracking scripts like those from Google Tag Manager or Google Analytics. When users enable ad blockers, these scripts fail to run, resulting in data loss for website owners.
- Browser Restrictions: Browsers such as Safari and Firefox have implemented restrictions on the use of third-party cookies. For instance, Safari limits cookie lifetimes to just 7 days for responses from third-party IP addresses. These restrictions decrease collected data and recorded conversions, making it difficult to assess marketing efforts accurately.
- Data Privacy Regulations: Regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) aim to give users more control over their data. Non-compliance with these regulations can result in a website being hidden from search engines.
- Consumer Demand for Privacy: Consumers started demanding more control over their data, which led to governments implementing stringent regulations. Apple's App Tracking Transparency (ATT) framework, which allowed users to opt out of being tracked across apps, significantly impacted traditional ad targeting.
- Decline of Third-Party Cookies: Google's announcement in 2020 that it would phase out third-party cookies in Chrome, the most widely used browser, further accelerated the shift. This led to marketers seeking alternative solutions for tracking conversions and understanding user behavior.
- Emergence of Cookieless Tracking Methods: As a response to these challenges, various cookieless tracking methods have emerged, including server-side tracking, data layers, session storage, and local storage.
If you want to understand more about the history of cookies and cookieless tracking and the rise of server-side tracking, read our CEO’s article on the subject (Link to Mike’s article)
Benefits of cookieless tracking
We all ask ourselves, “We understand the need to go cookieless, but are there really benefits to this?”
There are many benefits for the user in terms of their privacy.
Privacy and Compliance
Companies can build greater user trust and better align with privacy regulations like GDPR and CCPA by reducing intrusive tracking methods and moving away from third-party cookies. This approach respects user consent and data privacy, which are increasingly demanded by consumers and regulators.
Better data
Relying on first-party data and server-side tracking means that data is captured more reliably and accurately. Unlike third-party cookies — which are often blocked or deleted — first-party methods provide a more consistent and robust picture of user behavior.
Businesses also manage their own data collection processes. This enhances transparency, minimizes the risk of data loss or leakage, and gives companies full control over how data is processed and utilized.
Resilience to Browser & Ad Blocker Changes
As browsers increasingly limit or block third-party cookies, cookieless solutions help maintain effective tracking and analytics without these updates' disruption.
Server-side tracking: The answer to cookieless tracking
So, you might be asking yourself now that we’re going cookieless, how do we track data?
The answer is Server-side tracking.
Server-side tracking involves sending user data to a server before transferring it to tracking platforms. This helps to bypass ad blockers and browser restrictions and enhances security and control over collected data.
You can also rely on data layers to track temporary information. Data layers store real-time data, like UTM parameters, until user consent is obtained. It is important to point out here that if the user doesn’t consent, this data is lost and not sent to servers such as GA4.
Finally, you can have short-term storage options.
Session storage allows data to be stored only for the duration of a session, such as page views or button clicks, offering high privacy.
On the other hand, local storage works on the user’s device and can track and store data across multiple sessions, like user preferences or event counts, but is better suited for non-sensitive data.
The shift towards cookieless tracking has also influenced the development and adoption of solutions such as Meta’s Conversion API Gateways (CAPIG) and Google’s GA4.
These solutions were the first attempt to facilitate the secure management and sharing of encrypted first-party data with ad platforms. They enable businesses to maintain control over their data while ensuring compliance with privacy laws.
The Future of Tracking in a Cookieless World
The shift to cookieless tracking is transformation in how we approach digital marketing, user privacy, and data security.
While the disappearance of third-party cookies may seem like a challenge, it is also an opportunity for businesses to adopt more transparent, privacy-focused solutions that foster greater trust with their audiences.
By leveraging server-side tracking, first-party data, and emerging technologies like the new Meta’s Signals Gateway, businesses can continue to gain valuable insights while respecting user privacy.
The key takeaway? Adaptability is essential. As digital marketing evolves, marketers who embrace cookieless tracking strategies will stay compliant wand gain a competitive edge in a more privacy-conscious world.
FAQ
What is cookieless tracking?
Cookieless tracking refers to monitoring user behavior without relying on traditional third-party cookies.
Why is cookieless tracking important?
With increasing privacy concerns and stricter data regulations, cookieless tracking helps protect user information. It ensures compliance with laws like GDPR and CCPA while allowing marketers to continue gathering valuable insights without intrusive tracking techniques.
What techniques are used in cookieless tracking?
First-party data collection: Directly obtaining user information through interactions (e.g., sign-ups, surveys).
Server-side tracking: Processing tracking data on the server instead of the browser, improving data security and accuracy.
Contextual targeting: Delivering ads based on the content being consumed rather than user history.
How does cookieless tracking affect digital marketing?
Marketers will shift from relying on cross-site tracking to leveraging first-party data and contextual signals. This change encourages building stronger customer relationships and more personalized experiences without compromising user privacy.
Is cookieless tracking compliant with privacy regulations?
When properly implemented, cookieless tracking methods are generally more privacy-friendly and can help companies meet compliance requirements. However, organizations must ensure that their specific implementations align with applicable laws and regulations.
Will cookieless tracking affect website functionality?
Core website functions — like maintaining session states (e.g., keeping users logged in) — can still rely on first-party cookies. Cookieless tracking primarily replaces third-party cookie-based methods, meaning the overall user experience remains intact while enhancing privacy.
