Cookieless website tracking and analytics

Cookieless website tracking is a method of collecting analytics data and monitoring website behaviour without the need for traditional browser cookies.

Traditionally, cookies have been a key component in tracking user activities online, enabling website owners to collect information about users for personalisation, analytics, and advertising purposes. However, due to growing privacy concerns, regulatory changes such as the GDPR and CCPA, and browser developments (e.g., the phasing out of third-party cookies in browsers like Google Chrome), the digital landscape is shifting towards cookieless solutions.

How cookieless tracking works

Cookieless tracking involves the use of alternative techniques to identify and monitor user activity without relying on cookies. These methods can include:

First-party data collection: Websites collect data directly from users, often through server-side methods, such as tracking server logs or capturing interactions on the site.

Fingerprinting: A user’s browser and device configuration are analysed to create a unique “fingerprint”. This can include details like the operating system, screen resolution, and installed fonts, although its use is increasingly scrutinised for privacy reasons.

Session-based tracking: Sessions are tracked through temporary server-based data, often combined with anonymised identifiers, to gather information during a user’s interaction with a site.

Event-based analytics: Instead of tracking individual users, some platforms track specific actions or events (e.g., clicks, page views, or form submissions) in a way that aggregates data for insights without identifying individuals.

Why cookieless tracking should be used

Privacy Compliance: With global privacy regulations like the GDPR, ePrivacy Directive, and CCPA, website owners face stricter requirements for how they collect and store user data. Cookieless tracking methods, particularly when anonymised, can help businesses stay compliant by reducing the need for user consent and the legal complexities of storing personal data.

Sustainability in a Post-Cookie World: Browsers like Safari and Firefox have already blocked third-party cookies, and Google Chrome is set to follow. As third-party cookies become obsolete, cookieless solutions are essential for maintaining analytics and tracking capabilities, ensuring that businesses can continue to understand user behaviour and optimise the customer experience.

Improved User Trust: Users are increasingly aware of how their data is tracked and used. Cookieless tracking, when implemented transparently, can increase user trust by reducing the invasiveness of tracking techniques. It can also minimise the risks associated with data breaches or the misuse of personal information.

Adapting to Browser Changes: Major web browsers are constantly evolving to restrict intrusive tracking methods like third-party cookies and fingerprinting. Cookieless tracking methods help future-proof your website analytics and marketing strategies by using privacy-friendly techniques that are less likely to be blocked or restricted.

Providers of cookieless tracking

There are several analytics and marketing platforms that specialise in cookieless tracking, offering solutions to maintain accurate insights without relying on traditional cookies:

1. Piwik PRO: Piwik PRO is known for its strong focus on privacy compliance. It provides first-party analytics and enables users to track website activity without storing personal data, making it an excellent choice for businesses needing GDPR compliance. It also supports server-side tracking and can work without cookies by focusing on anonymised data.

2. Fathom Analytics: Fathom is a privacy-first analytics tool that completely avoids tracking cookies. It operates by aggregating user data without personal identifiers, ensuring that users remain anonymous while still providing essential metrics for website owners. Its lightweight and easy-to-use design makes it popular for those seeking simplicity and privacy.

3. Plausible Analytics: Plausible offers an open-source, privacy-friendly analytics platform that does not rely on cookies. It focuses on delivering essential website metrics while adhering to GDPR and CCPA requirements. Plausible prides itself on being a lightweight and fast alternative to Google Analytics, with transparent data collection practices.

4. Simple Analytics: This platform offers a minimalist, privacy-friendly approach to website tracking, without using cookies or fingerprinting techniques. It focuses on delivering the most important insights (e.g., visitor counts, page views) while respecting user privacy and complying with regulations like GDPR. Simple Analytics is currently testing being tested on this website.

5. Matomo: Formerly known as Piwik, Matomo offers a cookieless tracking option that can collect detailed data while ensuring privacy compliance. It allows businesses to host the data themselves, providing full control over the information collected. With its robust customisation features, Matomo is a powerful choice for those needing flexibility and privacy assurance.

Cookieless website tracking is becoming increasingly vital as the digital landscape shifts towards greater privacy protections and the end of third-party cookies. By adopting cookieless solutions, businesses can ensure compliance with stringent privacy regulations, maintain user trust, and future-proof their website analytics and marketing efforts. Platforms such as Piwik PRO, Fathom Analytics, and Matomo offer effective cookieless tracking options, allowing businesses to stay competitive and informed in a privacy-conscious world.