Web Analytics Without Cookies

For decades, web analytics relied on cookies to track users across sessions. But:

• Browsers are blocking third-party cookies by default.
• Consent banners discourage users from accepting tracking.
• Regulations like GDPR and CCPA limit what data can be stored.

The result: cookie-based analytics is becoming less reliable and harder to justify legally.

Cookieless analytics measures website activity without storing personal identifiers in the browser. Instead of tracking users individually, it focuses on anonymous, aggregate metrics such as:

• Pageviews and unique visits
• Referrers and traffic sources
• Conversions or goal completions
• Device and browser types

This approach delivers useful insights while protecting user privacy.

Different providers use different methods, but common cookieless approaches include:

• First-party requests: Collecting data directly through the website's server, not a third-party domain.
• Local storage alternatives: Using short-lived, non-identifiable session markers.
• Fingerprinting (controversial): Combining device attributes to infer identity. Ethical privacy-first tools avoid this.
• Aggregate models: Counting events without linking them back to individuals.

• Privacy compliance → No consent banners if personal data isn't stored.
• Faster websites → Smaller scripts and less overhead.
• More reliable counts → Ad blockers and consent opt-outs no longer hide large portions of traffic.
• Better user trust → Visitors know they aren't being followed across the web.