Cookieless tracking, also known as anonymized tracking, is gaining traction in today’s increasingly privacy-focused marketing environment.
It refers to the process of capturing information about visits to a website without the need to store data that can identify the user.
The trend of cookieless tracking is labeled as a “must have” part of any business marketing strategy.
Cookie-free tracking and marketing strategy of your business
To explain the concept of cookieless tracking and why it should feature in all contemporary marketing strategies, InfoTrust, a specialist in online measurement architecture for multi-brand companies, has composed an infographic on cookieless tracking and how it will optimize a company’s marketing analytics strategy.
Data challenges for businesses
The infographic examines data challenges for businesses, the biggest being that if too many users refuse data consent, businesses will struggle to collect enough data.
Subsequently, analytics are rendered useless when websites do not know the proportion of consenting users, which cohort is reflected in the collected data, and whether a sufficient sample is present to perform accurate optimizations.
The research also highlights the steep fines companies can receive for not complying with privacy and data regulations. Since the GDPR (General Data Protection Regulation) came into force in May 2018, the EU has issued over 800 fines in the EEA and the UK.
Privacy-centric measurement methodology
InfoTrust has developed a three-pronged approach to complying with online privacy laws and helping businesses get the most out of their data.
One solution is to use anonymous data without cookies, which collects pure interaction data, such as button clicks, page loads, and completed transactions.
Another methodology is to optimize for the proportion of “named” users and assign a value to signup as a conversion event.
The third method is to develop cookieless measurement capabilities, with regression-based attribution, incrementality measurement with geographic testing, and A/B testing strategies using named user cohorts.
As InfoTrust notes in its infographic: “Enterprises must invest in robust solutions that will protect user privacy without sacrificing data quality.”
By using cookieless data attribution platforms, businesses can track the entire customer journey while protecting visitor privacy.