Cookieless Tracking: Adapting Your E-commerce Strategy

Imagine this: you’re an online retailer enjoying your morning coffee. Suddenly, you hear the news — third-party cookies are disappearing for good—no more sneaky tracking across the web. If your e-commerce strategy heavily relies on these cookies, it’s time to rethink.

Cookieless tracking isn’t just a tech change. It’s a significant shift in how brands reach customers. Privacy concerns are rising, and regulations like GDPR and CCPA are tightening. So, businesses need to adopt privacy-friendly marketing and keep their e-commerce analytics effective.

In this blog, we will look at cookieless tracking. We’ll discuss why it matters, how to implement it, and share real-world examples. We’ll also cover common challenges and future trends. Ready to future-proof your strategy? Let’s dive in.

What is Cookieless Tracking?

Cookieless tracking refers to collecting user behaviour data without relying on third-party cookies. Instead, it uses alternative, privacy-compliant methods to gather meaningful insights.

Key Cookieless Technologies:

• First-party cookies: Set directly by the website being visited.
• Server-side tracking: Data collected directly on a server rather than a browser.
• Contextual advertising: Showing ads based on page content instead of user behaviour.
• User authentication: Encouraging users to log in for personalised experiences.
• Device fingerprinting (limited and compliant usage): Identifying devices by their unique traits. Use it carefully.

How Cookieless Tracking Differs

Why is Cookieless Tracking Essential for E-commerce?

1. Protecting Customer Trust

Trust is the new brand currency. A Cisco survey found that 84% of consumers value their privacy. Also, 48% have changed companies because of data policies.

When customers see that you respect their privacy, they are more likely to engage, buy more, and become loyal advocates.

2. Staying Compliant

GDPR, CCPA, and similar laws impose steep fines on companies mishandling user data. Cookieless tracking helps ensure you’re staying on the right side of regulation.

Privacy laws are growing worldwide. Laws such as Brazil’s LGPD and India’s PDPB are making rules stricter.

3. Future-Proofing Your Business

Browsers like Safari and Firefox already block third-party cookies by default. Google Chrome will phase them out by 2025. Future-proofing your ecommerce analytics now means you won’t be caught flat-footed.

Fun Fact: According to Statista, Chrome holds nearly 65% of the browser market share. The change is monumental.

4. Strengthening Brand Reputation

Open and honest brands often gain loyalty and build a better reputation. Your data ethics are part of your brand identity in today’s market.

Adapting Your E-commerce Strategy: Practical Steps

1. Prioritise First-Party Data Collection

Start collecting data straight from your customers through:

• Email subscriptions
• Loyalty programmes
• Interactive quizzes and surveys
• Preference centres (allow users to set content and communication preferences)

Tip: Be transparent about how you’ll use this information. Offer clear value, like personalised offers or early access to sales.

ASOS offers style tips tailored to customers. This happens after they take a short survey about their likes.

2. Implement Server-Side Tracking

Server-side tracking is different from traditional tracking. It collects data straight from your servers instead of using browsers.

Benefits include:

• Greater control over customer data
• Improved data accuracy
• Enhanced security compliance

Google Tag Manager Server-Side and Shopify’s Server-to-Server integrations are excellent starting options.

3. Embrace Contextual Advertising

Contextual advertising shows ads based on the content users are viewing right now. It doesn’t focus on their past behaviour.

A customer reading a blog post on running tips may see ads for running shoes. No behavioural tracking is necessary.

4. Strengthen Customer Relationships

Encourage account creation and authenticated sessions. Logged-in users provide valuable, consent-driven data.

Ways to incentivise log-ins:

• Exclusive discounts
• Reward points
• Early access to sales
• Personalised newsletters

Building a community around your brand also fosters organic engagement and data-sharing.

5. Use Privacy-First Analytics Tools

Ditch reliance on platforms that can’t operate without cookies. Look into:

• Fathom Analytics
• Plausible Analytics
• Matomo
• Simple Analytics

These tools provide actionable insights while respecting user privacy.

6. Optimise Email and SMS Marketing

With email and SMS marketing, you can reach customers directly based on first-party data. Build segmented lists and offer content tailored to interests and past purchases.

7. Educate Your Customers

Transparency builds trust. Explain why you’re collecting specific data and how it benefits them. Make privacy a selling point.

Quick Win: Add a “Privacy Promise” banner or page to your site.

Common Challenges and How to Overcome Them

1. Lower Retargeting Accuracy

Without third-party cookies, traditional retargeting weakens.

Solution:

• Use first-party data for lookalike audiences.
• Create retargeting segments based on logged-in sessions or purchase history.
• Personalise on-site experiences instead of following users around the web.

2. Attribution Becomes Tricky

Tracking which channels drive conversions will be harder.

Solution:

• Use multi-touch attribution models.
• Leverage UTM parameters and manual tagging.
• Combine qualitative data like surveys and post-purchase questions.

3. Resistance to Change

Transitioning from a cookies-based mindset takes time and internal buy-in.

Solution:

• Educate teams on the benefits of privacy-first strategies.
• Share case studies showing success without cookies.
• Start with pilot projects to demonstrate early wins.

4. Data Fragmentation

Relying on multiple tools and platforms can cause data silos.

Solution:

• Integrate CRM and marketing automation systems.
• Use customer data platforms (CDPs) to unify profiles.

Real-World Brands Leading the Way

The New York Times

The NYT changed to a first-party data model. They now ask readers to subscribe, offering a personal experience based on each reader’s preferences and habits.

They now leverage newsletters and member-driven content, showcasing how engagement beats surveillance.

Patagonia

Patagonia minimised invasive tracking, focusing on meaningful customer engagement and sustainability storytelling. Their loyal customer base thrives on trust, not tracking.

Their loyalty programme is value-based, rewarding eco-conscious behaviour rather than purchases.

Lush Cosmetics

Lush got tired of social media’s intrusive ways. They reduced their online presence and focused more on building direct customer relationships. They communicate via email, apps, and their website, which helps build trust and brand loyalty.

Future Trends: What’s Next in a Cookieless World?

• AI-driven personalisation: Leveraging first-party data and machine learning without overstepping privacy boundaries.
• Privacy-enhancing technologies (PETs): Techniques like federated learning and differential privacy will grow.
• Blockchain-based data transparency: Giving users complete visibility into how their data is used.
• Consent management platforms (CMPs): Essential tools that help brands manage user permissions seamlessly.
• Zero-party data strategies: Get users to share their preferences for better experiences.

Pro Tip: Start exploring zero-party data strategies early!

Conclusion: A Privacy-First Future Awaits

Cookieless tracking isn’t the end of ecommerce marketing; it’s a fresh beginning. It demands smarter, more ethical strategies centred around customer trust and consent.

Invest in first-party data, focus on transparency, use server-side and contextual methods, and adopt privacy-friendly marketing tactics. This way, you’re not just adapting; you’re leading.

Now’s the time to act.

Begin by reviewing your data practices. Look into privacy-first tools. Rethink customer journeys without using third-party cookies. Also, ensure privacy is a key part of your brand promise.