Tracking with third-party cookies: challenges and solutions

Danger over? Not quite. Here are three main reasons:

• Privacy initiatives by Google: the new consent mode has already led to data loss. Without action, you lose important data.
• Complexity of solutions: becoming familiar with cookie alternatives is crucial. Know their advantages and disadvantages.
• Importance of benchmarks: delaying the shift to new tracking methods limits your ability to understand the impact and accuracy of your data. Start experimenting today!

But what are the different options and which one suits you best? Find out below. We'll keep this list updated as the digital landscape is constantly changing.

Back to basics: what is a cookie? A cookie is a small piece of code that tracks and stores information. This can come from the website you are visiting (first-party), such as saving your login details, or from an external source (third-party), like Meta or Google Analytics.

Changes in privacy laws have put third-party cookies under pressure. Without these cookies, companies lose significant visibility into the effectiveness of their marketing.

How can we measure as much data as possible while staying compliant with privacy regulations? Currently, there are three solutions available. This list will be updated as new options emerge.

1. Plugin-magic: for WordPress websites that are not too complex. Detailed e-commerce tracking is more difficult with this.
2. Switch of analytics platform: platforms with EU infrastructure solve many problems. Consider Piwik Pro and Matomo. Free versions of these are available, but without support. Good for analytics, but not for Meta or Google Ads. An additional solution is required for that.
3. Server side tracking: the most robust, but also the most expensive solution. With server-side tracking, data is first collected on your own server (first-party) before being forwarded to other platforms. While this method comes with a cost, it gives you complete control over your data. Providers like Stape offer affordable server solutions.

Every situation is different and your site may need a custom solution. Contact us without obligation to find the best solution together. Our experts will guide you from A to Z.

Are you stuck? Don't worry, we're here for you!