Cookieless Future

What a cookieless world means for marketers

Any expert in marketing or web page owner should base their decisions and strategies on the huge amount of data that web analytics gives us. But what would happen if this data became unavailable?

How to make cookieless analytics?

And it is precisely these Any expert in marketing or web page owner should base their decisions and strategies on the huge amount of data that web analytics gives us. But what would happen if this data became unavailable? fragments of code, called cookies, responsible for collecting the data of visitors when entering a website. The problem is that European legislation has called its legality into question.

Now users must accept a cookie consent banner; if they do not, they can lose all the data from their browsing history.

The impact of the cookieless future could be completely life-changing, services as we know them today can change in the short term. All the services we are working with nowadays based on cookies must update their business model.

That’s why we need cookieless solutions that respect the law but still help marketers and website owners to make the correct decisions. An excellent option is SEAL Metrics, the web analytics tool that does not use cookies or track individual visitors.

Cookieless Analytics Solutions

Nowadays you can find a few cookieless solutions in the market.  There are two kinds of cookieless analytics solutions:

• Based on Digital fingerprinting.
• Based on Hits tracking.

Under both technologies, you’ll be able to track without cookies, but the second one, as SEAL Metrics, is completely aligned with the core of the privacy laws.

The Privacy Regulation talks about protecting users’ privacy.  A common mistake is to think that just because you are using a cookieless solution, you’re covered.

The Privacy Regulations explain that we cannot add a code (for example, a cookie) in the user’s terminal without consent, but they also say that we cannot analyze individual users without consent, even if this tracking is anonymous.  This is why cookieless tracking based on tracking hits is the real cookieless future.

Cookieless Google Analytics is not the best option since Google has no interest in losing data, because its business model is based on having as much data as possible about us and your business. That’s why Seal Metrics is an excellent Google Analytics alternative: it is a completely cookieless web analytics tool that does not track individual visitors anyway.

Transparency is imperative in Cookieless Future

In a future without cookies, it is precisely third-party cookies that will disappear and this, of course, directly affects marketing and web analytics.

Why this change?

The fact that a third party installs fragments of text on a person’s device and that this fragment of text is also capable of tracking individual users, is directly contrary to what privacy laws say.

With privacy and security becoming increasingly more important on the web, the big players like Google and Firefox are already starting to renounce completely to some of the cookies.

Cookies present privacy problems and the new European legislation requires that, at least, any website collects the express consent of users through a cookie consent banner. If the user does not accept the installation of cookies, their behaviour cannot be tracked.

So one of the challenges is: how can we track without cookies?

We are facing a Google cookieless future: a landscape that presents many challenges and obstacles for marketers and website owners.

How to know what happens on a website, how users behave and how to improve the advertising shown to them in a cookieless world?

Ok, but… What are cookies and why are they so important?

Cookies are small text that a website sends to the visitor’s device to save information about their browsing.

Its main objective is identifying users, but many types of cookies have different purposes.  Basically, we can divide them into two:

● First-party cookies.  The website serves them directly, and their functionality is basically operational, such as keeping sessions open for the next time the user connects.

● Third-party cookies. They are often linked to third-party websites, such as marketing or web analytics platforms, and they are precisely the subject of so much controversy.

Until now, almost all websites used cookies to analyze their users’ traffic and conversions through these third-party cookies, which give information about users’ interests.

And here is the origin of the whole problem with cookies. European legislation has been tightened and is limiting much of their use.  As a result, the most used browsers opt to eliminate them directly. In a cookieless world, third-party cookies will not be used or accepted.

So, how do you do cookieless analytics?

What will be the impact of a cookieless future?

The privacy and security benefits of tracking without cookies may seem inconvenient for marketers and website owners, especially considering that 97% of marketers use third-party data and cookies.

Fortunately, there are cookieless solutions such as SEAL Metrics, a platform that puts privacy first and can measure 100% of your website traffic without cookies.

SEAL Metrics doesn’t track individual users, so GDPR has nothing to say.  You will not have to place an annoying cookie consent banner or be afraid of losing valuable information about what is going on within your website.  And this is how we can do tracking without cookies.

Transparency is imperative in cookieless future

Brand must do a step forward and explain to their customers that they embrace the privacy of their customers. We are in a world where every company explains that they are “customer centric”. But, the reality is complete different than brands are saying. 

Brands are customer centric while they can track users, in the moment when brand cannot track users they become Data-Centric.

This a huge mistake that brands are making nowadays. Brand must be fully customer centric, even if they lose data.

Trusted by brands who care about privacy as much as you do.

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