In the world of digital marketing, the usage of online tracking cookies to monitor user behaviour has been crucial when aiming to create effective marketing campaigns.
However, with the growing concern around online privacy and data security, the use of cookie tracking is becoming an increasingly controversial topic and methodology in the modern digital marketing realm.
As a result, more and more businesses are cutting cookies out of their marketing strategies, instead exploring other cookie-free tracking methods.
And here at Bobble Digital, we think you should also explore these alternatives, and here’s why!
What is cookie tracking?
Before we go any further, let’s give you a brief rundown of what cookie tracking is and how it works.
In layman’s terms, cookies are text files set by websites on your browser so they can monitor your behaviour.
These cookies collect data on stuff like your clicks and impressions, shopping habits, devices used and overall search history.
Here’s why you should welcome cookie-free tracking at your business
However, though effective, us here at Bobble Digital believe it’s time to leave cookie tracking in the past.
And here are a few reasons why.
User privacy
Though cookies are mostly used for genuine marketing purposes, the fact that these cookies contain a thorough history of a user’s actions across multiple websites and platforms means they are exploited and a clear invasion of personal privacy.
With cookie-free tracking, the privacy of your users is better protected.
Users are far more likely to trust your business if they know you’re not collecting data on their online activities without their consent.
Improved data accuracy
Cookies can be deleted or blocked by users, often leading to inaccurate or even incomplete data.
With cookie-free tracking, you can still collect this data on your users behaviour without relying on cookies, providing more accurate insights into the actions of your customers and the performance of your business.
Compliance with regulations
With the introduction of regulations such as GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), businesses need to be more careful with how they collect and manage user data.
In addition, Google have announced that they will no longer be selling ads targeted by an individuals browsing habits, so if Google ads play a large role in the performance of your business, it may be time for a change.
You can read more about the Google putting a stop to third-party cookies by clicking here.
It’s pretty simple, cookie-free tracking can help your business comply with these regulations, removing any potential chance of punishment being placed upon your company.
Common cookie-free tracking methods
So without cookie tracking, how else can you monitor the behaviour of your websites users, you ask?
Well, here’s a few alternatives that you can implement into your businesses digital marketing strategy.
Device fingerprinting
Device fingerprinting is the process of collecting data on a user devices software and hardware to create a unique identifier.
This identifier can then be used to track the user’s activity across multiple websites.
If you want to learn more about the intricacies of device fingerprinting, then you can so by clicking here.
However, it’s important to note that device fingerprinting is not fool proof, as users can still change their device settings or use a VPN to mask their IP address.
IP tracking
Speaking of IP addresses.
IP tracking is another method of monitoring user habits, by collecting data on a user’s IP address.
IP addresses can be used to identify a user’s location, device type, and internet service provider. With this you are able to identify more demographic information, as opposed to purchasing habits collected by web cookies.
However it’s important to bear in mind that IP tracking is not very accurate, as many users either share IP addresses or use VPNs.
Behavioural tracking
Behavioural tracking is the process of collecting data on user behaviour based on their actions on particular site. This can include data on the pages they visit, the links they click, and the time they spend on each page.
Behavioural tracking can be done without using cookies, but it requires careful implementation to ensure user privacy is protected.
For a complete guide on behavioural tracking, click here.
Contact Bobble Digital today!
The world of digital marketing is always changing, constantly bringing new trends and techniques, that if properly used, can gain advantages over your competitors.
That’s what us here at Bobble Digital specialise in.
So whether its cookie free tracking you need advice on or if you require expert digital guidance, get in touch with us today for a free digital audit and strategy consultation!
