How does cookieless measurement work?

Cookieless Analytics solutions have become an indispensable solution for marketers.

That is why in this post we are going to explain how the different cookieless measurement systems available on the market work, using cookie-based measurement as the basis of the explanation:

Cookies Measurement:

A user accesses a website, a cookie is deposited, this cookie contains a visitor-id, every time this user browses the website, the visitor-id is tracked by means of the cookie. 

In this way, it is known what actions a user has done on a website, or what is the same, what pages viewed has consulted a cookie = user-id.

If the user-id converts and we have their email, we can associate a user-id to a person and therefore identify them.

  • Is it GDPR compliant? No, it requires consent because we can associate the navigation to a person.
  • Is it ePrivacy compliant? No, it requires consent because it measures individually.

Types of Cookieless Tracking:

Cookieless Tracking based on Local Storage:

Imagine that the user id information instead of being stored in a cookie, it is stored in a place inside the user’s browser called “local Storage”. It does exactly the same as a cookie, but instead of working on the cookie, it works from the local storage.

·  Is it GDPR compliant? No, it requires consent because we can associate the navigation to a person.

·  Is it ePrivacy compliant? No, it requires consent because it measures individually.

Cookieless Tracking based on Session Storage:

Session Storage is exactly the same as Local Storage but with the big difference that the information stored in Session Storage is deleted every time the browser is closed.

  • Is it GDPR compliant? No, it requires consent because we can associate the navigation to a person.
  • Is it ePrivacy compliant? No, it requires consent because it measures individually.

Cookieless Tracking based on Digital Fingerprinting:

Digital fingerprinting is based on technology that allows to the creation of Device IDs. That is, by means of a pixel it can analyze different parameters of the user’s device, with such analysis a unique Device ID is created.

This technique is based on the philosophy that no two devices are the same.

In this other post, we explain in more depth what Digital Fingerprint tracking is.

Therefore, like cookies, the objective of this system is to create a user-id and from this user-id to measure what the device = person does.

  • Is it GDPR compliant? No, it requires consent because we can associate the navigation to a person.
  • Is it ePrivacy compliant? No, it requires consent because it measures individually.

Cookieless Tracking based on Aggregate Data.

This is the system we use in SEAL Metrics. It is a system that measures in an aggregated way everything that happens on the web as if it were 1 large user. It counts in an aggregated way page views of the whole website, for example:

  • page views in Home.
  • page views in Pricing.
  • Page views in About us.

The system is NOT based on individualized analysis, it is based on an aggregate page view count system. Each page view is queried for data and that data is organized in such a way that it is useful.

This cookieless measurement system allows us to respect 100% the privacy of the users.

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