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Campaigns can go haywire if marketers don't know where to direct their campaigns. That’s where insights into user data become helpful. However, with an increase in privacy regulations in the digital marketing world, user privacy has taken centre stage.
Affiliate marketers are no longer relying on outdated methods of tracking that violate privacy regulations. A cookieless tracking solution offers a great alternative to collect and own user data by staying compliant and avoiding hefty penalties.
How Does Cookiesless Tracking Work?
There are multiple methods of cookieless tracking. Here are some common methods:
- Server-side Tracking- Data is collected directly from the server rather than a user's browser, which might restrict cookies.
- Contextual Targeting- Relevant targeting based on a page’s content rather than tracking an individual’s behaviour patterns.
- First-Party Data- Direct data collection through user interactions like email sign-ups, logins, or form fill-ups, and surveys.
- Fingerprinting- Creates a unique identifier based on a user’s device, IP address, browser version, etc, to build a user profile.
Thus, marketers can bypass browser restrictions and be privacy-friendly.
A Breakdown of Cookieless Tracking Solutions
Recent laws have given a push to the deprecation of third-party cookies. Marketers are now turning to cookieless tracking solutions like first-party data collection or server-side tracking to bridge the wall between privacy violations and privacy enhancement.
For instance, Facebook’s Conversions API is a good alternative for D2C companies to track consumer conversions without relying on cookies. This helps businesses figure out which ads and campaigns are driving the most sales.
Consumers who feel their privacy is being respected are more likely to share information willingly, making the process transparent for all stakeholders. A positive user experience could also lead to higher conversion rates and long-term brand loyalty in the post-cookie marketing era.
Benefits of Server-To-Server Tracking
As data is collected from multiple sources, third-party data might seem like a good option that offers audience insight on a larger scale; however, it has its limitations. Platforms like Trackier offer server-side tracking to overcome such limitations.
Some of the key benefits are:
- Data Accuracy- Direct tracking from the server instead of unreliable third-party data from unknown sources.
- Attributes Across Devices- Bridges blind spots created by multiple device usage by users to track the whole customer journey.
- Privacy-Friendly- Securely tracks user data that is privacy-compliant with regional and global laws.
- Browser Restrictions- Server-side tracking bypasses cookie and browser restrictions that may block tracking.
A Comparison Between First-Party Data and Third-Party Data
First-Party Data:
- Gets collected directly from channels like websites, apps or email sign-ups owned by a company.
- More accurate, as direct data collection increases accuracy for better campaign engagement.
- More reliable as it is compliant with rules and regulations.
Third-Party Data
- Gets collected through external data aggregators that do not have a direct connection with the consumers.
- Less accurate as it is indirectly collected through external sources.
- Less reliable due to recent compliance frameworks.
Challenges of Cookieless Tracking
While cookieless tracking is a great option for marketers, it also comes with its own set of challenges. Here are some challenges marketers may face:
- Regulatory compliance- Constant evolution of laws and protocols prohibits data consent.
- Budget constraints- The cost of setting up a system with high-end tools can be expensive.
- Limited targeting- Cookie restrictions affect tracking across websites with limited retargeting.
- Implementation- Weak technical expertise can hinder setting up a strong system with proper infrastructure.
Tips To Ace Post-Cookie Marketing
Building a strategy that is foolproof but also compliant can be a tricky terrain. Beginners can opt for these practical tips while opting for a cookieless tracking solution:
- Using first-party data- Capitalise on first-party data collection techniques like logins or sign-ups.
- Adopting cookieless techniques- Phase out third-party cookies by adopting server-side tracking or fingerprinting.
- Maintaining transparency- Use up-to-date policies whenever data sharing is needed.
- Leveraging AI- Use artificial intelligence to predict user behaviour patterns instead of solely relying on cookies.
Conclusion
There’s been a significant increase in privacy compliance regulations, and third-party cookie tracking is no longer a feasible solution. While cookie tracking may hamper user trust, alternative cookieless tracking solutions like server-side tracking and first-party data collection offer a great opportunity to build it. Thus, opting for privacy-friendly methods serves the rising demand for accountability and transparency by consumers.