The evolution of internet measurement has come to a halt due to the protection of user privacy, which is why Cookieless Tracking solutions are of vital importance for e-commerce.
Web analytics solutions, such as Google Analytics, have based their technology on individualized user measurement based on “cookie” technology.
Technological evolution has allowed web analytics tools to not only be able to measure users and their behavior, but thanks to the same data stored to display basic reports, they are able to create user profiles and even create predictions, such as predicting a user’s purchase intent based on their browsing.
It’s this data evolution that has prompted government organizations to take action by creating regulations to protect user privacy.
Because there is a need for measurement that respects user privacy and complies with regulations, cookieless tracking solutions such as SEAL Metrics have been created to support this purpose.
So, how can digital businesses in general and e-commerce, in particular, be able to work with privacy-first tracking technology?