And that's not all: some browsers block cookies directly by themselves. For example, the Google browser Chrome is the only one that still allows 3rd party cookies, and even 1st party cookies are deleted by the Apple browser Safari after 1-7 days and by the Mozilla browser Firefox after just one day (always up-to-date information on the topic of "cookie status" here: https://www.cookiestatus.com/).
Cookies are text files that are stored in the user's browser when a website is called up and can be called up again by the web server at a later time. In the world of cookies, a distinction must be made between 1st and 3rd party cookies.
With regard to 1st party cookies, it is therefore no longer possible to recognise users over a longer period of time in website sessions where cookies are no longer set. As a result, some analyses are no longer possible and the following data, among others, are lost
Google & Co. are not giving in so quickly and are working on solutions as alternatives to cookies. In this context, Google presented the "Topics" and "FLEDGE" concepts. The aim is to continue to play out target group-specific advertising. To this end, the user's interests are stored in the browser and he or she is added to interest groups. Advertising from the website visited and its advertising partners is then played to these groups.
All is not lost for web analytics and conversion tracking either. There are some technical alternatives that allow the collection of relevant data for performance optimization. It must first be noted that cookieless tracking does not necessarily mean tracking without consent! According to the GDPR, cookieless tracking methods that enable the recognition of a user also require the user's explicit consent. Likewise, in the case of cookieless tracking, no data may be transferred to insecure third countries such as the USA without the consent of the user. This applies in particular to the use of the web analysis tool Google Analytics. In the following, we will now present a few options for cookieless tracking that allow users to be recognized on their own website over a longer period of time (but note: all of them require the consent of the users!):
And last, but not least, there is of course the possibility to collect relevant marketing and website usage data without identifying and "tracking" the user. This data can be collected on the basis of legitimate interest without the user's consent. This works via the browser: Information transmitted by the browser is compiled into an identifier (the so-called " hash procedure"). This information is constant within a visit. In this way, interactions with the same identifier can be assigned to a visit and users can be distinguished. No data is stored on the end devices. However, in order to meet the legitimate interest as defined by the GDPR and to prevent recognition over a longer period of time, the IP address of the user must also be anonymised. This is possible, for example, by adding a random value that changes daily. This method can also be used to collect the following information, among other things:
In the future, it will not become any easier to play out targeted advertising and measure the performance of websites and communication measures. But it is not impossible, and marketers should consider the alternatives in good time.
Our experts will be happy to support you on this topic and with any other questions you may have about performance marketing and marketing analytics!
In online marketing today, almost everything is measurable. In order not to get lost in the KPI overload, it is important to identify the individually relevant key figures. Learn more about important KPIs and their role in data-driven marketing in our white paper!
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