How to collect high-quality data without cookies

When Google announces an algorithm update or a technical change, the only people eagerly awaiting them are those working in digital advertising.

But when the world’s most popular browser announced the cancellation of third-party cookies, everyone reacted to the news.

The general public greeted the decision with thunderous applause, as it has been known for a long time that the collection of third-party cookies means a high level of invasiveness in the user’s personal data.

Companies that get a good share of their business from advertising on Google have started to think about where to reallocate their advertising budgets.

First-party data is of considerably higher quality and is more comprehensive compared to the data collected by means of third-party cookies. Thus it allows for better targeting and advertising budget optimization (spending money where it brings the best results).

At Optiweb, we had started leveraging the potential of first-party cookies even before discussions about the cookieless era began.

We are aware that the future of advertising will rely on first-party data, regardless of when Google’s changes actually take effect. In addition to all the previously stated advantages, collecting first-party cookies also represents a more user-friendly and safer way of collecting data.

So, read our tips and prepare yourself as best as possible for this revolution (which actually should not be named so, since many browsers – including Safari and Firefox – have already said goodbye to third-party data) and which of the “alternatives” we recommend based on your needs.

What types of data do we know?

Displaying different types of data with a man looking into computer showing his prefered sport shoes

Zero-party data is collected directly from our target audience (for example, through quizzes, surveys, and research). This allows us to understand user preferences—what they like and dislike, and their opinions on certain products.

First-party data is collected directly from users with their consent. The data is then securely stored on the company’s servers and kept exclusively by the company. Such data is of high-quality, secure, and collected in compliance with data collection regulations.

Second-party data is actually first-party data collected by one company and then shared with another business entity, usually based on a contract. The quality of this data depends on the collection methods, and we have only partial control over it.

Third-party data is information collected from users by various websites, which may not always have user consent. This data is often collected through cookies.

Where are we losing data?

An increasing number of users are rejecting cookies when visiting websites. When someone consciously decides to reject cookies, we cannot influence their decision except by clearly and transparently explaining why we collect cookies and emphasizing how this also benefits them. This information is presented to users through website content, for example on privacy policy pages, and in the pop-up window for cookie consent/rejection.

Many web users use ad blockers (browser extensions that block ads). In the second quarter of 2024, 20% of all web users up to the age of 34 and over 14% of older users had such tools.

Although Chrome remains the leading browser, the latest data shows that less than a third of all web users don’t use it. Data from those who block ads or use other browsers is, of course, not collected through cookies. As a result, there is less data available for advertising, leading to poorer results.

How to leverage the potential of first-party data

Instead of just listing the challenges of the digital world (which are numerous, to say the least), we also provide solutions below.

Cookie Consent, including Google Consent Mode 2

Google Consent Mode 2 is a framework that ensures user permissions are appropriately implemented in Google’s advertising and analytics tools. Google had to introduce this change to comply with GDPR and other legal regulations.

I want to check if I have Google Consent v2 properly set up

Cookiebot

Cookiebot, a solution by Usercentrics, detects and controls cookies and trackers used on websites, and automatically manages end-user consents. This ensures that data collection complies with GDPR and other legislative solutions, including the ePrivacy Directive. Cookiebot offers a comprehensive and simple solution for obtaining data collection consents and successfully transferring data to advertising and analytics.

I’m interested in implementing Cookiebot

Enhanced Conversions

For successful Google advertising, you need to upgrade to “Enhanced Conversions”, which send encrypted user personal data to the platform. If the person is logged into the Google ecosystem, this data is matched with the same user data in the Google user profile. This makes conversion tracking more accurate and targeting more effective.

I want better data for Google advertising

Conversions API (CAPI)

For advertising on Meta, you need to upgrade to the Conversions API, which sends data to the platform using a server-side solution in an anonymized form. This ensures that the collected data is first-party data. In comparison, Meta Pixel, which is mostly used for data collection, relies solely on cookies.

I want better data for Meta advertising

Server-Side Tag Management sistem

A Server-Side Tag Management system allows ownership and control over data, including the ability to track data from users who have ad blockers enabled. The infographic below provides a good description of this data collection method.

I’m interested in minimizing data loss

Comprehensive Analytics Audit

With the help of these technologies, you will not only collect more high-quality data, but also approach the user in a secure manner and handle their data more responsibly. Consequently, you will increase the level of trust in your company.

If you are unsure about all the setups in your analytics, we recommend contacting us for an analysis of the tools and technologies you have already implemented. This will ensure that you know exactly what needs to be addressed (or what we can do for you) to comply with regulations and make your advertising as effective as possible.

I’m interested in an analytics audit

Sources

Bojana Sever

SEO and Analytics Tech Lead

As an expert in technical solutions for analytics, I help our clients implement systems to collect relevant data that is crucial for their business success. My main goal is to ensure that our clients understand and effectively use this data to make better strategic decisions and optimize business processes.