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navigation-main-mobile__close is-layout-constrained wp-block-group-is-layout-constrained"> <figure class="wp-block-image size-large is-resized"><img decoding="async" src="/wp-content/themes/main/assets/images/ico_close-dark.svg" alt="ico_close" style="width:24px"/></figure> </div> <div class="wp-block-group navigation-main__menu is-layout-constrained wp-block-group-is-layout-constrained"></div> <div class="wp-block-group navigation-main__lang-selector is-layout-constrained wp-block-group-is-layout-constrained"></div> </div> </div> </header> <main class="wp-block-group main-content bg-blob bg-blob--bottom is-layout-flow wp-block-group-is-layout-flow"> <div class="entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow"> <div class="wp-block-group alignfull is-layout-constrained wp-container-core-group-is-layout-117 wp-block-group-is-layout-constrained"> <div class="wp-block-group alignfull bg-blob bg-blob--top has-white-color has-black-background-color has-text-color has-background is-layout-constrained wp-container-core-group-is-layout-21 wp-block-group-is-layout-constrained" style="margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32)"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <h1 class="wp-block-heading" id="6-ways-analytics-software-collects-data-online-plus-a-comparison-of-5-popular-platforms">6 ways analytics software collects data online – plus a comparison of 5 popular platforms</h1> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-full"><img fetchpriority="high" decoding="async" width="608" height="388" src="/wp-content/uploads/2024/01/tracking-methods.png" alt="" class="wp-image-2542" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods.png 608w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-300x191.png 300w" sizes="(max-width: 608px) 100vw, 608px" /></figure> </div> </div> </div> <div class="wp-block-group has-border-color has-secondary-border-color is-layout-constrained wp-container-core-group-is-layout-20 wp-block-group-is-layout-constrained" style="border-width:1px;padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <p class="has-large-font-size">Data collection and analysis are a vital part of running any organization. For online data tracking, cookies and fingerprinting are among the most popular technologies and the basis for many tracking methods. In this article, we’ll discuss those different methods and the possibilities they provide. Additionally, we’ll compare how these 6 platforms approach tracking: Piwik PRO, Google Universal Analytics (GA3), Google Analytics 4 (GA4), Adobe Analytics, Matomo and Countly.</p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-43 wp-block-group-is-layout-constrained"> <h2 class="wp-block-heading has-text-align-center" id="chapters">Chapters</h2> <div class="wp-block-group is-layout-grid wp-container-core-group-is-layout-42 wp-block-group-is-layout-grid"> <div class="wp-block-group wp-container-content-1 is-layout-constrained wp-container-core-group-is-layout-23 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-1"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-1-300x195.png" alt="Chapter 1" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-95103db81c0536ec55c8dcf50590cc1b is-layout-constrained wp-container-core-group-is-layout-22 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-1">Chapter 1</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></h3> </div> </div> <div class="wp-block-group wp-container-content-2 is-layout-constrained wp-container-core-group-is-layout-25 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-2"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-2-300x195.png" alt="Chapter 2" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-97af7ccb939b1c15e8952676bb0f3011 is-layout-constrained wp-container-core-group-is-layout-24 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-2">Chapter 2</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-2">Two worlds apart when collecting data</a></h3> </div> </div> <div class="wp-block-group wp-container-content-3 is-layout-constrained wp-container-core-group-is-layout-27 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-3"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-3-300x195.png" alt="Chapter 3" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-4204e3b7b1e36f6bba7f0b8cefdef33a is-layout-constrained wp-container-core-group-is-layout-26 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-3">Chapter 3</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-3">Tracking with first-party cookies</a></h3> </div> </div> <div class="wp-block-group wp-container-content-4 is-layout-constrained wp-container-core-group-is-layout-29 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-4"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-4-300x195.png" alt="Chapter 4" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-063229a6853cd066c7412901ae9c1001 is-layout-constrained wp-container-core-group-is-layout-28 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-4">Chapter 4</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-4">Cookieless tracking or fingerprinting</a></h3> </div> </div> <div class="wp-block-group wp-container-content-5 is-layout-constrained wp-container-core-group-is-layout-31 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-5"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-5-300x195.png" alt="Chapter 5" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-eefe85af62fb0992e139eabd2a886ef1 is-layout-constrained wp-container-core-group-is-layout-30 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-5">Chapter 5</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-5">Opt-in-only tracking</a></h3> </div> </div> <div class="wp-block-group wp-container-content-6 is-layout-constrained wp-container-core-group-is-layout-33 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-6"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-6-300x195.png" alt="Chapter 6" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-b5f2817543c37edc73534abfe5968242 is-layout-constrained wp-container-core-group-is-layout-32 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-6">Chapter 6</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-6">Anonymous data tracking</a></h3> </div> </div> <div class="wp-block-group wp-container-content-7 is-layout-constrained wp-container-core-group-is-layout-35 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-7"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-7-300x195.png" alt="Chapter 7" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-9ed81a0311fac091528967190018cff0 is-layout-constrained wp-container-core-group-is-layout-34 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-7">Chapter 7</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-7">Anonymous tracking with cookies and session data</a></h3> </div> </div> <div class="wp-block-group wp-container-content-8 is-layout-constrained wp-container-core-group-is-layout-37 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-8"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-8-300x195.png" alt="Chapter 8" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-a5509ac13da895b0f4a29d3cb35c9e5b is-layout-constrained wp-container-core-group-is-layout-36 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-8">Chapter 8</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></h3> </div> </div> <div class="wp-block-group wp-container-content-9 is-layout-constrained wp-container-core-group-is-layout-39 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-9"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-9-300x195.png" alt="Chapter 9" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-3ab49b4c7d6e78be7014323501f67e14 is-layout-constrained wp-container-core-group-is-layout-38 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-9">Chapter 9</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-9">Anonymous tracking without cookies or session data</a></h3> </div> </div> <div class="wp-block-group wp-container-content-10 is-layout-constrained wp-container-core-group-is-layout-41 wp-block-group-is-layout-constrained"> <figure class="wp-block-image aligncenter size-large is-resized"><a href="#chapter-10"><img decoding="async" src="/wp-content/uploads/2024/01/tracking-methods-chapter-10-300x195.png" alt="Chapter 10" style="width:240px"/></a></figure> <div class="wp-block-group has-link-color wp-elements-dcfad067fb3c4a9d224af57328e93879 is-layout-constrained wp-container-core-group-is-layout-40 wp-block-group-is-layout-constrained"> <p class="has-text-align-center has-large-font-size"><a href="#chapter-10">Chapter 10</a></p> <h3 class="wp-block-heading has-text-align-center"><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></h3> </div> </div> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-114 wp-block-group-is-layout-constrained"> <div id="chapter-1" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-45 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-3 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-44 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 1</strong></p> </div> <h2 class="wp-block-heading" id="the-analytics-tracker-the-code-at-the-center-of-data-collection">The analytics tracker – the code at the center of data collection</h2> <p>What affects the kind of data that is collected, whether with cookies or fingerprinting? How do different tracking options fit into the new era of privacy regulations?</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-1-1024x666.png" alt="" class="wp-image-2553" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-1-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-1-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-1-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-1.png 1165w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-03c99fc7c1365dbe1ee17c658171819b is-layout-constrained wp-container-core-group-is-layout-46 wp-block-group-is-layout-constrained wp-container-2 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><strong>The analytics tracker – the code at the center of data collection</strong></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p>At the heart of any analytics platform is a tracker, an algorithm with several data collection possibilities. As the user of the platform, you set the parameters for the tracker and maybe add JavaScript tags around it. Once configured, it decides what will be tracked and what not.</p> <p>The details of how any tracker works have never been more important. Privacy laws such as the General Data Protection Regulation (GDPR) in Europe have made it crucial for organizations to know what data they collect and how. On the other hand, having good data has also never been so important to decision-making processes in the public and private sector. </p> <p>Luckily, trackers can be set up both to collect useful data and to respect privacy regulations. The word <em>track</em> is even a little misleading. It might make you think that all trackers follow individuals around the web, collecting personal data. Some do, unfortunately. But many are set up to collect mostly anonymous data and then personal data only when there is clear consent for such collection.</p> <p>There is confusion about which trackers are doing this in a compliant way. For example, some cookieless trackers claim to be only collecting anonymous data when this isn’t true. As we’ll see later, many cookieless methods still need consent because they collect personal data.</p> <p>In this article, we’ll go through the different ways trackers can work and compare the pluses and minuses of each. We’ll also compare which analytics platforms offer support for each tracking method (looking at <strong>Google Universal Analytics</strong>, <strong>Google Analytics 4</strong>, <strong>Adobe Analytics</strong>, <strong>Matomo</strong> and<strong> Countly</strong>).</p> <p><strong>Piwik PRO Analytics Suite</strong> tracks web, intranet and app events with <strong>6 tracking methods</strong>. All are what we consider to be part of a<strong> privacy-friendly approach to analytics</strong>. Here are those 6 methods along with basic information about them:</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th>Piwik PRO tracking methods</th><th class="has-text-align-center" data-align="center">Event tracking</th><th class="has-text-align-center" data-align="center">User/device tracking</th><th class="has-text-align-center" data-align="center">Session metrics</th><th class="has-text-align-center" data-align="center">Uses cookies</th><th class="has-text-align-center" data-align="center">Needs a consent mechanism</th></tr></thead><tbody><tr><td>First-party tracking</td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 32px;" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Cookieless tracking</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 32px;" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Opt-in only tracking</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Anonymous data tracking with cookies and session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"><samp rel="tooltip" class="cc-tooltip__trigger" title="Once a user declines or ignores the consent prompt, anonymous data tracking kicks in"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr><tr><td>Anonymous data tracking without cookies, but with session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"><samp rel="tooltip" class="cc-tooltip__trigger" title="Once a user declines or ignores the consent prompt, anonymous data tracking kicks in "><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr><tr><td>Anonymous data tracking without cookies or session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr></tbody></table></figure> </div> </div> </div> </div> <div id="chapter-2" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-50 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-7 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-49 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 2</strong></p> </div> <h2 class="wp-block-heading" id="two-worlds-apart-when-collecting-data">Two worlds apart when collecting data</h2> <p>The tracker is a powerful instrument to collect data to aid your decision-making process. As already mentioned, you decide how to configure and use any given tracker. That said, many trackers were built with one goal: maximize data collection with little regard for data privacy.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-2-1024x666.png" alt="" class="wp-image-2552" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-2-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-2-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-2-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-2.png 1165w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-87bab3fe07ec97729a78d685394f8372 is-layout-constrained wp-container-core-group-is-layout-51 wp-block-group-is-layout-constrained wp-container-3 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><strong>Two worlds apart when collecting data</strong></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading" id="maximizing-data-collection"><strong>Maximizing data collection</strong></h3> <p>AdTech vendors collect large amounts of data and offer an attractive way for advertisers to target specific groups of people. Maximizing that data collection, without much regard for individual privacy, has made the most aggressive AdTech players into large profitable enterprises.</p> <p>Some analytics platforms, such as Google Analytics, are part of that AdTech ecosystem and have trackers designed to maximize data collection, often at the expense of data privacy. This doesn’t mean they cannot be privacy-compliant, but they do put some serious hurdles along the way to privacy-friendly data collection.</p> <p>We have written about such practices extensively on our blog:</p> <ul class="wp-block-list"> <li><a href="/blog/google-analytics-drawbacks/">4 Key Google Analytics drawbacks you won’t realize until it’s too late</a></li> <li><a href="/blog/is-google-analytics-gdpr-compliant/">Is Google Analytics GDPR-compliant? 10 things to consider [UPDATE]</a></li> <li><a href="/blog/piwik-pro-vs-google-analytics-comprehensive-comparison/">Piwik PRO vs. Google Analytics: the most comprehensive comparison</a></li> <li><a href="/blog/piwik-pro-vs-google-analytics-360/">Piwik PRO vs. Google Analytics 360</a></li> <li><a href="/blog/piwik-pro-vs-adobe-analytics/">Piwik PRO vs. Adobe Analytics: An alternative to a powerful platform that falls short on data privacy [UPDATED]</a></li> </ul> <h3 class="wp-block-heading" id="first-party-tracking-and-privacy-friendly-analytics"><strong>First-party tracking and privacy-friendly analytics</strong></h3> <p>Marketers and analysts increasingly are looking to a <strong>first-party approach, </strong>since the introduction of laws such as the <strong>GDPR </strong>and the blocking of third-party identifiers, such as with IDFA for iOS. So what is the <strong>first-party approach</strong>?</p> <p>Keep in mind that various tracking methods have a way of identifying an individual or a group of individuals.</p> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:3px;padding-bottom:3px"> <div class="wp-block-group blogpost-paraquote-box is-layout-constrained wp-container-core-group-is-layout-52 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--64)"> <p class="has-text-align-center">Article 5, paragraph 3 of the <strong>ePrivacy directive</strong> 2002/58/EC states:</p> <p class="has-text-align-center has-small-font-size"><em>[…] access to information stored in the terminal equipment of a</em> <em>subscriber or user is only allowed on condition that the subscriber or user concerned is provided with clear and comprehensive information […] about the purposes of the processing, and is offered the right to refuse such processing by the data controller.</em></p> </div> </div> <p>In other words, you often need the <strong>data subject’s consent for tracking and collecting behavioral data</strong>. This isn’t just part of the ePrivacy directive or GDPR. <a href="/privacy-laws-around-globe/" target="_blank" rel="noreferrer noopener">Many new privacy regulations require consent</a> before any collection of personal data online. Besides consent, there are several other key parts of a first-party, and privacy-friendly, data collection approach:</p> <ul class="wp-block-list"> <li>Have <strong>100% control over your data</strong>, especially when it comes to personal data. You must be able to tell data subjects what the data is collected for and where it is being stored. In case of cloud solutions, avoid countries where local regulations don’t offer the same level of privacy protection as the GDPR. It is therefore important to pay attention to cloud solution providers and their server locations.</li> <li><strong>Do not forward data to third parties</strong> or use it for any other purposes not mentioned during consent. This also applies to your <a href="/glossary/data-processor/">data processor</a>.</li> <li><strong>Do not transfer the data outside the geographical borders</strong> of the jurisdiction where data was collected. If you need to do this, make sure you have consent and that the transfer destination has proper data protection safeguards (i.e. privacy laws – country- or even state-level).</li> <li>Make sure the data comes from a <strong>direct interaction between your website or product and the data subject</strong>.</li> <li><strong>Do not restrict the data subject’s rights or freedoms</strong> – they should be able to consent to specific data collection purposes and be able to change their decision easily at any time.</li> <li>You, as <a href="/glossary/data-controller/">data controller</a>, should <strong>provide a transparent privacy policy</strong> for <a href="/glossary/data-subject/">data subjects</a> to stay informed. It is an important tool for acting in compliance with the GDPR and other data privacy regulations.</li> </ul> <p>Additionally, you need to keep track of consents and data subject requests. You can either implement a standalone consent manager that will connect to your analytics stack, or you use an analytics platform offering an <a href="/blog/consent-management-platforms-comparison/"><strong>integrated consent manager</strong></a>.</p> <h3 class="wp-block-heading" id="a-peek-at-the-vendors"><strong>A peek at the vendors</strong></h3> <p>Most platforms would require the addition of an external consent manager to fit into the above approach. This<strong> integration introduces added complications.</strong> There can be a lot involved in making sure the external consent manager passes the right messages to the analytics platform, which needs information about what data to track based on consent.</p> <p>It’s most important to find an analytics stack and consent manager that fits your use case. If that leads to choosing an external consent manager, just make sure you have the resources and expertise to get it properly integrated.</p> <p>Some analytics vendors offer a simple consent banner, implemented in a tag manager, as an interim solution. Remember that a consent banner isn’t enough to satisfy most data privacy regulations. To meet legal requirements, you need to offer a clear choice and make it easy to not consent (no reject options hidden deep in menus allowed).</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Analytics (3 & 4)</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Does not need an external consent manager to stay compliant</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Data residency</td><td class="has-text-align-center" data-align="center">specific country, region or data center (private cloud in 60+ regions, 5 locations of public cloud) and on-premises</td><td class="has-text-align-center" data-align="center">no specified data residency</td><td class="has-text-align-center" data-align="center">specific country (limited to Germany) or on-premises</td><td class="has-text-align-center" data-align="center">specific country, region or data centre (limited to 9 regions)</td><td class="has-text-align-center" data-align="center">specific country (limited to 10 countries) or on-premises</td></tr></tbody></table></figure> <p><strong>Piwik PRO</strong> offers an <a href="/gdpr-consent-manager/">integrated consent manager</a>. It <strong>collaborates seamlessly</strong> with the Analytics Suite’s <strong>Analytics</strong>, <strong>Tag Manager</strong> and <strong>Customer Data Platform</strong> modules. It <strong>automates much of the consent collection and management process</strong>, and provides an API to share your collected consent data with your whole analytics stack. Additionally, it can run in a <strong>zero-cookie-load</strong> mode that prevents tracking tags and pixels from firing before a consent is collected.</p> <p>As a data processor, <strong>Piwik PRO</strong> doesn’t share the collected data. Your organization controls the data and what happens to it completely. Your organization gets its choice of server locations, cloud or private cloud, all over the world in addition to an option for on-premises self-hosting.</p> <p><strong>Both versions of Google Analytics</strong> presents some <a href="/blog/is-google-analytics-gdpr-compliant/">major disadvantages</a>:</p> <ul class="wp-block-list"> <li>You don’t have control over where the data is sent and stored.</li> <li>The data you collect is used in other Google products and services, which everyone has access to. </li> <li>Most collected data will end up on American servers, even if that data was collected in the EU or anywhere else outside the US. In Europe, the invalidation of Privacy Shield means that these kinds of transfers are riskier than ever.</li> </ul> <p><strong>Matomo </strong>on the other hand, doesn’t send data of European users overseas and lets you store the data on your own servers. Still, the consent banner implemented in Matomo’s tag manager isn’t enough if you are collecting any personal data. Either you disable cookies and take the risk of keeping only pseudonymous personal data (fingerprinting) in your database, or you implement a <strong>standalone consent manager</strong> that collects and manages consents. In some cases though, data subject requests need to be handled manually, which can be an arduous task on your own.</p> <p>Let’s move on to discuss the tracking methods themselves.</p> </div> </div> </div> </div> <div id="chapter-3" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-57 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-11 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-56 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 3</strong></p> </div> <h2 class="wp-block-heading" id="tracking-with-first-party-cookies">Tracking with first-party cookies</h2> <p>In this chapter we cover everything there is to know about cookies and see how each vendor implements cookies into data collection methods on their platforms.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-3-1024x666.png" alt="" class="wp-image-2551" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-3-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-3-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-3-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-3.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-d66c840b6999ff66bfa0b1673d805ad9 is-layout-constrained wp-container-core-group-is-layout-58 wp-block-group-is-layout-constrained wp-container-4 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><strong>Tracking with first-party cookies</strong></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p>For years, <strong>cookies </strong>have been used as the<strong> primary mechanism to identify and track users</strong>. They have been the undisputed champions when it comes to recognizing returning visitors on analytics platforms. For this reason, most cookies <strong>need consent from data subjects</strong>, especially those that have lifetimes longer than a session. </p> <p>Keep in mind that the GDPR and the ePrivacy directive also acknowledges so-called functional cookies, as in “<strong>strictly necessary</strong>”. They exist to ensure the stable operation of a site or application or provide a service requested by the user. They generally don’t require consent because they are essential to provide basic functionality. These can be cookies used for e-commerce sites to remember items in a shopping cart or keep a session going for a logged-in user. Functional cookies can’t be used to collect personal data though. Depending on the country, they may not be able to collect analytics data at all, even if anonymous.</p> <p>Used correctly and with proper consent, cookies allow for an important symbiosis that benefits your company and customers:</p> <ul class="wp-block-list"> <li>You receive data about the behavior and journey of your customers that you can analyze to improve your products and services.</li> <li>Customers receive a better experience. They get the information they need more quickly and more easily find the products or information they want.</li> </ul> <p>Yet not all cookies are without concern. Let’s take a look at <strong>third-party cookies</strong>. Third-party means these cookies are set by an external entity, often some kind of ad platform, that a visitor is not currently on. As a result, visitors often don’t know who is going to use their data and how.</p> <p>The use of non-functional first-party cookies and third-party cookies is permitted under consent-first regulations like the GDPR if <strong>explicit consent is given by the data subject</strong>. The GDPR also requires you to keep track of data passed to third parties, in case a data subject request requires data changes or deletion. This is a big downside of using them, as<strong> third-party cookies demand</strong> <strong>more complicated data governance measures</strong>.</p> <p>Finally, popular browsers are starting to <strong>block third-party cookies</strong>. This includes:</p> <ul class="wp-block-list"> <li><a href="/blog/itp-2-1-means-web-analytics-marketing/">Safari</a></li> <li><a href="/blog/chromes-new-privacy-features/#firefox-follows-the-leaders">Mozilla Firefox</a></li> <li>Microsoft Edge</li> <li><a href="/blog/google-chrome-wipe-out-third-party-cookies/">Google Chrome</a>, which will be blocking third-party cookies from mid 2023 onward</li> </ul> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-59 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>If you want to know more about cookies, we recommend this post: <a href="/blog/first-party-vs-third-party-cookies-why-first-party-is-the-way-to-go/"><strong>First-party vs third-party cookies: why first-party is the way to go</strong></a></p> </div> <p>Here is a small table to recap tracking with first-party cookies:</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">First-party tracking</th></tr></thead><tbody><tr><td>Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Consent is required by GDPR for visitors in EEA and other jurisdictions such as Brasil’s LGPD."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;"></samp></td></tr><tr><td>Tracking technology</td><td class="has-text-align-center" data-align="center">First-party cookie and/or local storage</td></tr><tr><td>Visitor metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Channel attribution</td><td class="has-text-align-center" data-align="center">Session and visitor level</td></tr></tbody></table></figure> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-60 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>The data collected falls into the categories of sessions, events and website performance. To look at the full spectrum of data collected in Piwik PRO visit this help center <a href="https://help.piwik.pro/support/analytics-new/metrics-dimensions/" target="_blank" rel="noreferrer noopener">article</a>.</p> </div> <h3 class="wp-block-heading" id="a-peek-at-the-vendors"><strong>A peek at the vendors</strong></h3> <p>The widespread use of first-party cookies among analytics vendors makes it clear that they are a practical method to collect data.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Analytics (3 & 4)</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>First-party cookie</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Third-party cookie</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="User’s choice"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="User’s choice"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr></tbody></table></figure> <p><strong>Adobe Analytics</strong> offers third-party cookies under the designation: adobe.sc.omtrdc.net. <strong>Google Analytics</strong> offers a <a href="https://developers.google.com/analytics/devguides/collection/analyticsjs/cookie-usage#google_analytics_for_display_advertisers_-_cookie_usage" target="_blank" rel="noreferrer noopener">third-party cookie</a> for its Display Advertiser feature focusing on remarketing. Both are optional and will only be useful in some analytics stack configurations.</p> </div> </div> </div> </div> <div id="chapter-4" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-64 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-15 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-63 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 4</strong></p> </div> <h2 class="wp-block-heading" id="cookieless-tracking-or-fingerprinting">Cookieless tracking or fingerprinting</h2> <p>In this chapter we turn our back on cookies and look to fingerprinting as a possibility for collecting data. We also discuss the privacy aspects of cookieless tracking.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-4-1024x666.png" alt="" class="wp-image-2550" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-4-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-4-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-4-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-4.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-7a87222096575fb283be86643e7a88f0 is-layout-constrained wp-container-core-group-is-layout-65 wp-block-group-is-layout-constrained wp-container-5 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><strong>Cookieless tracking or fingerprinting</strong></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p><strong>Cookieless tracking</strong> most often serves the purpose of tracking users or their devices, when they delete cookies or don’t allow them in the first place. Also known as <strong>fingerprinting</strong>, it identifies returning users by combining similar patterns of <a href="/blog/what-is-pii-personal-data/#what-pieces-of-information-are-considered-pii?">linked and linkable information</a>. </p> <p>Most platforms employ a <strong>client-side method</strong>. This means the analytics instance places a container with a <strong>JavaScript snippet</strong> and the desired <strong>tag configuration</strong> on the user’s browser that collects information such as:</p> <ul class="wp-block-list"> <li>IP address</li> <li>Browser type and version</li> <li>Browser plugins</li> <li>Default language</li> <li>Screen resolution</li> <li>Operating system</li> </ul> <p>These data points may seem abstract, but together they can become personal data. In many cases it’s possible to use this information, together or with other unique identifiers, to create <strong>links to an individual or a group of people</strong>. If those links are possible, then <strong>cookieless tracking does need a specific consent from the data subject</strong>.</p> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:3px;padding-bottom:3px"> <div class="wp-block-group blogpost-paraquote-box is-layout-constrained wp-container-core-group-is-layout-66 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--64)"> <p class="has-text-align-center">Recital 24 of the ePrivacy directive 2002/58/EC states:</p> <p class="has-text-align-center has-small-font-size"><em>[…] devices can enter the user’s terminal without their knowledge in order to gain access to information, to store hidden information or to trace the activities of the user and may seriously intrude upon the privacy of these users. The use of such devices should be allowed only for legitimate purposes, with the knowledge of the users concerned.</em></p> </div> </div> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-68 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>If you want to learn more about this topic, we recommend reading this article: <a href="/blog/device-fingerprint-tracking-in-the-post-gdpr-era/">Device fingerprint tracking in the post-GDPR era</a></p> </div> <p>Although cookieless tracking provides many advantages, it can make <strong>analyzing data much harder.</strong> This is especially true if you are trying to use fingerprints for tracking across sessions. This could lead to <strong>mixed up profiles,</strong> as two sessions of one visitor become two separate profiles, or sessions of several visitors are combined to one profile.</p> <p>Here is a small table to recap cookieless tracking:</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th class="has-text-align-center" data-align="center"></th><th class="has-text-align-center" data-align="center">Cookieless tracking</th></tr></thead><tbody><tr><td class="has-text-align-center" data-align="center">Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Consent is required by GDPR for visitors in EEA and other jurisdictions such as Brasil’s LGPD."><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td></tr><tr><td class="has-text-align-center" data-align="center">Tracking technology</td><td class="has-text-align-center" data-align="center">Browser fingerprint</td></tr><tr><td class="has-text-align-center" data-align="center">Visitor metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td class="has-text-align-center" data-align="center">Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td class="has-text-align-center" data-align="center">Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td class="has-text-align-center" data-align="center">Channel attribution</td><td class="has-text-align-center" data-align="center">Session and visitor level <samp rel="tooltip" class="cc-tooltip__trigger" title="Visitor-level attribution is not reliable due to duplicate over time in fingerprint value for different visitors and fingerprint changes after software updates (e.g. installing new browser version will change the fingerprint)"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr></tbody></table></figure> <h3 class="wp-block-heading" id="a-peek-at-the-vendors"><strong>A peek at the vendors</strong></h3> <p>Most vendors offer cookieless tracking by default.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Analytics (3 & 4)</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Cookieless tracking by default</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Switch to sole cookieless tracking possible without coding. Otherwise, it runs simultaneously with first-party cookies."><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="By default, it is not available. There is a workaround. Either you are a coder and can prepare an implementation yourself or you take on the services of a third party."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Only since Matomo Version 4. Otherwise, by implementing a code on every site, it is possible to disable cookies and use only Fingerprinting."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr></tbody></table></figure> <p><strong>Piwik PRO</strong> allows you to operate solely on cookieless tracking by deactivating cookies with a single setting.</p> <figure data-wp-context="{"imageId":"67e7c4439e7a4"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img loading="lazy" decoding="async" width="814" height="605" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="/wp-content/uploads/2024/01/tracking-methods-1.png" alt="" class="wp-image-2568" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-1.png 814w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-1-300x223.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-1-768x571.png 768w" sizes="auto, (max-width: 814px) 100vw, 814px" /><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Enlarge image" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button><figcaption class="wp-element-caption">Session and visitor identifiers in Piwik PRO</figcaption></figure> <p>Whenever cookieless tracking requires asking for consent, <strong>Piwik PRO</strong>’s built-in consent manager helps easily get proper consent. </p> <p><strong>Google Analytics</strong> does not offer any possibility to track cookieless by default. Under the new <a href="https://support.google.com/analytics/answer/9976101?hl=en" target="_blank" rel="noreferrer noopener">Consent mode</a>, cookieless pings are sent to Google Analytics but are not collected or exposed in reporting at all.</p> <p><strong>Matomo</strong> requires you to embed an additional code into every site you want cookieless tracking for. This involves having an IT-specialist or analytics expert familiar with the platform. It is worth mentioning that Matomo has integrated cookieless tracking by default since version 4.</p> </div> </div> </div> </div> <div id="chapter-5" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-72 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-10 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-19 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-71 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 5</strong></p> </div> <h2 class="wp-block-heading" id="opt-in-only-tracking">Opt-in-only tracking</h2> <p>This chapter centers on consents, no matter how the tracking is done. We also take a look at the technical side of implementing consent mechanisms.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-5-1024x666.png" alt="" class="wp-image-2549" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-5-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-5-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-5-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-5.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-12 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-a3b6c095c98ab0afc544c730f5a1049b is-layout-constrained wp-container-core-group-is-layout-73 wp-block-group-is-layout-constrained wp-container-6 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><strong>Opt-in-only tracking</strong></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p><strong>Opt-in-only tracking</strong> involves the collection of data, both personal and anonymous data, only in the case where specific consent is present. The specific consents can be for any number of data purposes, such as:</p> <ul class="wp-block-list"> <li>Analytics</li> <li>Conversion tracking</li> <li>Remarketing </li> <li>A/B testing and personalization</li> <li>Marketing automation</li> <li>User feedback</li> </ul> <figure data-wp-context="{"imageId":"67e7c4439f3fd"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-large wp-lightbox-container"><img loading="lazy" decoding="async" width="1024" height="655" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="/wp-content/uploads/2024/01/tracking-methods-2-1024x655.png" alt="" class="wp-image-2570" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-2-1024x655.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-2-300x192.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-2-768x492.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-2.png 1306w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Enlarge image" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button><figcaption class="wp-element-caption">A consent form powered by Piwik PRO</figcaption></figure> <p>Opt-in only tracking is a safe approach. As long as you use the data exactly as you describe in the consent, you’ll stay in line with even the strictest privacy laws. If you collect personal data, then you have to watch out for other restrictions such as data residency and data subject rights. If you don’t collect personal data, then opt-in-only tracking is even safer – asking consent to collect anonymous data will keep you well within all current data privacy regulations.</p> <p>Since this method relies entirely on consent, let’s talk more about the details of properly collecting it. The GDPR explains under <a href="https://gdpr-info.eu/art-7-gdpr/" target="_blank" rel="noreferrer noopener">article 7</a> and <a href="https://gdpr-info.eu/recitals/no-32/" target="_blank" rel="noreferrer noopener">recital 32</a> that “<strong>consent must be a</strong> <strong>clear affirmative act proving a freely given, specific, informed and unambiguous indication of the data subject’s agreement</strong>”. For any other privacy law that requires consent, the requirements are usually similar to this.</p> <p>The ePrivacy directive, for example, states in recital 17 that “<strong>Consent may be given by any appropriate method enabling a freely given specific and informed indication of the user’s wishes</strong>, including by ticking a box when visiting an Internet website.” You must therefore ensure that every visitor receives clear communication about what data will be collected and how. In addition:</p> <ul class="wp-block-list"> <li>Each user should be allowed to give or deny consent for each individual data collection purpose.</li> <li>Each user should have the option of withdrawing their consent at any time.</li> <li>Each user should be allowed to deny consent.</li> </ul> <p>The downside of opt-in-only tracking is that no consent means no data. Depending on the industry and country as well, 30% to 50% of users are willing to give their consent for tracking. Some companies might not be able to accept getting data from less than half of visitors to their website. That is why analytics vendors provide many solutions for getting more analytical data without necessarily relying on consent.</p> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-77 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:2px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:2px"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-75 wp-block-group-is-layout-flex"> <div class="wp-block-group has-white-color has-black-background-color has-text-color has-background has-small-font-size is-layout-constrained wp-container-core-group-is-layout-74 wp-block-group-is-layout-constrained" style="padding-top:4px;padding-right:12px;padding-bottom:4px;padding-left:12px"> <p class="has-small-font-size" style="letter-spacing:0.25rem;text-transform:uppercase"><strong>Note</strong></p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-76 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>It is worth noting that a well-written and designed consent form can increase your consent rate drastically. If your consent rate is dropping, try changing your approach to the consent form design and copy.</p> </div> </div> <p>Here is a small table to recap opt-in-only tracking:</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Opt-in only tracking</th></tr></thead><tbody><tr><td>Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Data is collected only for visitors who agree to tracking"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td></tr><tr><td>Tracking technology</td><td class="has-text-align-center" data-align="center">First-party cookie and/or local storage</td></tr><tr><td>Visitor metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Channel attribution</td><td class="has-text-align-center" data-align="center">Session and visitor level</td></tr></tbody></table></figure> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-78 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>If you want to learn more about consent and our Consent Manager, we recommend these articles:</p> <ul class="wp-block-list"> <li><a href="/blog/consent-data-cnil-guidance-gdpr/" target="_blank" rel="noreferrer noopener"></a><a href="/blog/cnil-consent-exemption-piwik-pro/">CNIL’s consent exemption for Piwik PRO – What it means for you and the analytics data you collect</a></li> <li><a href="/blog/how-consent-manager-can-help-you-obtain-gdpr-compliant-consents-from-your-users/" target="_blank" rel="noreferrer noopener">How Consent Manager can help you obtain GDPR-compliant consents?</a></li> </ul> <p>And in the help center:</p> <ul class="wp-block-list"> <li><a href="https://help.piwik.pro/support/consent-manager/how-can-i-ask-again-for-a-consent/" target="_blank" rel="noreferrer noopener">How can I ask again for a consent?</a></li> <li><a href="https://help.piwik.pro/support/consent-manager/check-consent-statistics/" target="_blank" rel="noreferrer noopener">Check consent statistics</a></li> <li><a href="https://help.piwik.pro/support/consent-manager/consent-widgets-overview/" target="_blank" rel="noreferrer noopener">About consent widgets</a></li> </ul> </div> <h3 class="wp-block-heading" id="a-peek-at-the-vendors"><strong>A peek at the vendors</strong></h3> <p>Among the vendors we’re looking at, only Piwik PRO and Countly provide an integrated consent manager. </p> <p>If you need a consent manager for opt-in-only tracking or another method, then this is worth thinking about. Using an external consent manager might steer your company into rough waters, as several problems emerge:</p> <ul class="wp-block-list"> <li>Lost time in the search for a new tool that hopefully does what it promises. This may cost you more in the long run if the integration needs maintenance or stops working. </li> <li>Seamless integration with the other tools in your analytics stack is often difficult and requires a lot of coding experience to do right.</li> <li>Extra work generated by an inefficient integration. Let’s say a data subject requests the deletion of their data through your external consent manager. If the integration fails or doesn’t support a certain function, you will have to dig through records manually to find the data subject’s information.</li> </ul> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Analytics (3 & 4)</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Opt-in tracking with an integrated consent manager</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Because of the built-in Consent Manager: 100% data ownership, cloud, private cloud and on-premises variation possible."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="No consent manager. You have to integrate Consent mode with an external consent manager. The software pushes responsibility towards the client."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="No consent manager. You get a code to implement a consent banner."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Is only GDPR ready, but does not manage consents."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Countly offers a Compliance Hub plugin that you can use or SDKs for a standalone consent manager."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr></tbody></table></figure> <p><strong>Piwik PRO</strong> provides you with an integrated consent manager that lets you quickly set up a system to prompt users with a consent form. In addition, Consent Manager also:</p> <ul class="wp-block-list"> <li>Supports company branding with the possibility of creating your customized consent forms</li> <li>Collects and manages all data protection requests in one place</li> <li>Integrates seamlessly with the <a href="/blog/tag-manager-comparison/">Piwik PRO Tag Manager</a></li> <li>Lets non-IT personal easily use the consent manager</li> <li>Provides users with an easy opt-in mechanism to comply with the GDPR, CCPA and other privacy laws around the world</li> <li>Can show consents only for the European Economic Area, which covers the whole jurisdiction of the GDPR</li> <li>Shows reports on consent performance</li> <li>Can send consents to other parts of your analytics stack via API</li> </ul> <p><strong>Google Analytics</strong> does not offer an integrated tool for collecting and processing consents. There is only a beta version of a <a href="https://support.google.com/analytics/answer/9976101?hl=en" target="_blank" rel="noreferrer noopener">consent mode</a>, but no clear information on when a final version will be released. </p> <p><strong>Matomo </strong>provides you with a code that enables you to implement an internal consent banner, but a fully-functioning consent management system is not provided.</p> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-81 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-11 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image size-medium is-resized"><img loading="lazy" decoding="async" width="212" height="300" src="/wp-content/uploads/2024/01/9-leading-consent-management-platforms-212x300.png" alt="" class="wp-image-2573" style="width:200px" srcset="https://piwik.pro/wp-content/uploads/2024/01/9-leading-consent-management-platforms-212x300.png 212w, https://piwik.pro/wp-content/uploads/2024/01/9-leading-consent-management-platforms.png 400w" sizes="auto, (max-width: 212px) 100vw, 212px" /></figure> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-80 wp-block-group-is-layout-constrained"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-79 wp-block-group-is-layout-flex"> <p class="has-white-color has-label-red-background-color has-text-color has-background" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;font-size:0.7em;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Comparison</strong></p> </div> <h3 class="wp-block-heading" id="which-consent-manager-would-best-fit-your-needs">Which consent manager would best fit your needs?</h3> <p>Compare the 38 key differences to determine which CMP fits your business needs: Piwik PRO, TrustArc, OneTrust, Cookiebot, consentmanager.net, Tealium, Quantcast, Crownpeak and UniConsent</p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button">Download</a></div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div id="chapter-6" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-85 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-13 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-25 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-84 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 6</strong></p> </div> <h2 class="wp-block-heading" id="anonymous-data-tracking">Anonymous data tracking</h2> <p>Once a user ignores or declines consent, it means no personal data can be collected. Vendors therefore offer multiple ways to collect anonymous data. We define what anonymous means in analytics, discuss what problems you might run into and take a brief look at the regulatory side of the topic.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-6-1024x666.png" alt="" class="wp-image-2548" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-6-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-6-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-6-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-6.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-14 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-abe0d18532d6a26c3761b31b5f535b15 is-layout-constrained wp-container-core-group-is-layout-86 wp-block-group-is-layout-constrained wp-container-7 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><strong>Anonymous data tracking</strong></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-87 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:1px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p><strong>DEFINITION</strong></p> <p><strong>Anonymous data</strong> is data without any personal identifiers, direct or indirect, that could lead to an individual being identified. It is not personal data for the purposes of GDPR.</p> <p><em>According to Recital 26 of GDPR: The principles of data protection should therefore not apply to anonymous information, namely information which does not relate to an identified or identifiable natural person or to personal data rendered anonymous in such a manner that the data subject is not or no longer identifiable.</em></p> <p>Some platforms also offer<strong> hashing or pseudonymization of personal data</strong>, in which individuals can be identified by anyone with the hashing key. Pseudonymous data is still personal data for the purposes of GDPR and many other data regulations.</p> </div> <div class="wp-block-group has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-91 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:2px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:2px"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-89 wp-block-group-is-layout-flex"> <div class="wp-block-group has-white-color has-black-background-color has-text-color has-background has-small-font-size is-layout-constrained wp-container-core-group-is-layout-88 wp-block-group-is-layout-constrained" style="padding-top:4px;padding-right:12px;padding-bottom:4px;padding-left:12px"> <p class="has-small-font-size" style="letter-spacing:0.25rem;text-transform:uppercase"><strong>Disclaimer</strong></p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-90 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>We let you and your legal department decide whether you want to work solely with active consents or inform your users that you use anonymous data for audience measurement.</p> <p>Based on your location, regulations may vary. For example, CNIL (France’s data protection authority) added an <a href="/blog/cnil-consent-exemption-piwik-pro/">exemption for audience measurement without consent</a>. Still, the Court of Justice of the European Union ruled in the Planet49 case, based on the ePrivacy directive, the GDPR and German directives, that cookies require consent before they are placed on a user’s browser.</p> <p>On the other hand, <a href="https://ec.europa.eu/justice/article-29/documentation/opinion-recommendation/files/2012/wp194_en.pdf" target="_blank" rel="noreferrer noopener">the European Data Protection Board Working Party’s opinion from 2012</a> states that this type of cookies “<em>are not strictly necessary to provide a functionality explicitly requested by the user. […] However, the Working Party considers that first party analytics cookies are not likely to create a privacy risk when they are strictly limited to first party aggregated statistical purposes”.</em></p> <p>The <a href="https://data.consilium.europa.eu/doc/document/ST-6087-2021-INIT/en/pdf" target="_blank" rel="noreferrer noopener">ePrivacy draft</a> from February 2021 provides an exception from consent requirement for sole purpose of audience measurement, but it is not law yet.</p> </div> </div> <p>Sometimes the data collected with opt-in-only tracking is not enough to build a full analysis. Your organization may need <strong>additional data</strong><strong>to fuel analytics projects</strong>. This is where <strong>vendors differ slightly from one another </strong>in their use of tracking methods with and without cookies. </p> <p>We will present several ways to <strong>collect anonymous analytics data online</strong>. Each of them needs to be examined by your IT and legal team individually, depending on where you operate and collect data. Some regulations demand consent even when dealing with anonymous data. A good example of this is the Privacy and Electronic Communications Regulations (PECR) in the UK.</p> <figure data-wp-context="{"imageId":"67e7c443a0ddb"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-large wp-lightbox-container"><img loading="lazy" decoding="async" width="1024" height="406" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="/wp-content/uploads/2024/01/tracking-methods-3-1024x406.png" alt="" class="wp-image-2580" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-3-1024x406.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-3-300x119.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-3-768x305.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-3.png 1535w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Enlarge image" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button><figcaption class="wp-element-caption">Piwik PRO Analytics Suite settings for anonymous data tracking</figcaption></figure> </div> </div> </div> </div> <div id="chapter-7" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-95 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-15 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-29 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-94 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 7</strong></p> </div> <h2 class="wp-block-heading" id="anonymous-tracking-with-cookies-and-session-data">Anonymous tracking with cookies and session data</h2> <p>This chapter addresses cookies used to collect data anonymously. It answers questions on how this method works and what advantages it offers.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-7-1024x666.png" alt="" class="wp-image-2547" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-7-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-7-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-7-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-7.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-16 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-7607e0547eb47d4dd45e44f4fd5f827e is-layout-constrained wp-container-core-group-is-layout-96 wp-block-group-is-layout-constrained wp-container-8 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><strong>Anonymous tracking with cookies and session data</strong></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p>A <strong>session identifier</strong> in the form of a cookie is deployed. The<strong> session cookie </strong>is then <strong>removed </strong>from the browser <strong>after 30 minutes</strong>.<strong> </strong></p> <p>Let’s take a closer look at how <strong>Piwik PRO </strong>does this, as an example. Once a user visits your website, Consent Manager presents tracking consent options. If the visitor ignores the banner or doesn’t give consent, session tracking is deployed that solely collects events and binds them into a session of a <strong>non-returning visitor</strong>. The individual cannot be identified or tracked across sessions.</p> <p>The major advantage of this approach is that duplicates of sessions are non-existent. The data collected is more trustworthy than any other anonymous data tracking method. Moreover, if a visitor <strong>changes their mind</strong> during a session and consents to tracking, the session identifier turns into a first-party tracking cookie that will last longer than 30 minutes.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Anonymous tracking with cookies and session data</th></tr></thead><tbody><tr><td>Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 32px;" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" class="pp-icon"></td></tr><tr><td>Tracking technology</td><td class="has-text-align-center" data-align="center">First-party session cookie</td></tr><tr><td>Visitor metrics</td><td class="has-text-align-center" data-align="center">Partly <samp rel="tooltip" class="cc-tooltip__trigger" title="Data is collected only for visitors who give a consent"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr><tr><td>Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Channel attribution</td><td class="has-text-align-center" data-align="center">Session and visitor level <samp rel="tooltip" class="cc-tooltip__trigger" title="Data is collected only for visitors who give a consent"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td></tr></tbody></table></figure> <h3 class="wp-block-heading" id="a-peak-at-the-vendors"><strong>A peak at the vendors</strong></h3> <p>Among the vendors presented, only <strong>Piwik PRO</strong> has a mode for collecting anonymous data with a session cookie. If needed, you can either hash the IP address or leave it out completely with the <strong>Piwik PRO Analytics Suite</strong>.</p> <p>In <strong>Piwik PRO</strong>, this means:</p> <ul class="wp-block-list"> <li>Browser fingerprint recognition is deactivated.</li> <li>The geolocation is based on anonymized IP addresses or is deactivated.</li> <li>A session identifier is set (session cookie). </li> <li>No personal data is tracked and stored in the database without explicit consent.</li> <li>Visitors who don’t consent appear as one-time visitors and can’t be identified across sessions.</li> <li>If the visitor consents to tracking within the session, all the collected data will be added to their profile. If you enable Piwik PRO’s CDP module, the platform creates a profile connecting additional data to mold a single customer view. This gives you the ability to retarget a specific segment of your customers.</li> </ul> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Universal Analytics</th><th class="has-text-align-center" data-align="center">Google Analytics 4</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Anonymous tracking with cookies and session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Built-in consent manager allows to do both full visitor profile tracking (for visitors who give a consent) and the session tracking (for visitors who don't consent). Furthermore, you can segment these two audiences or view them together. You have an option to use a session fingerprint or a session cookie."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="There is a workaround, resulting in additional costs and possible noncompliance, when applied incorrectly."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="There is a workaround. For that, you need to set up an integration with BigQuery and enable the consent mode. This data, however, isn’t available from Google Analytics’ UI. Alternatively, you can turn on behavioral modeling. Then, GA will fill in the gaps in data about visitors who decline consent for data collection by modeling their behavior based on similar users who accept analytics cookies and anonymous data from BigQuery."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="You have two ways to omit fetching user device IDs, therefore personal data. Firstly, you hardcode the user ID as a constant string, which renders most of the user-related data ineffectual. Or you introduce a mechanism for generating random device IDs for every session, which poses a threat to the overall tool performance."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr></tbody></table></figure> <p><strong>Google Analytics</strong> does not offer a method for anonymous data collection by default. There is a workaround by creating new client IDs, every time a returning user logs on. However, you are dependent on the help of the IT department or an analytics expert.</p> <p>According to <strong>Countly</strong><a href="https://support.count.ly/hc/en-us/community/posts/360056228052-Anonymous-Data-logging-without-DeviceID" target="_blank" rel="noreferrer noopener">’s help center article on the topic</a>, there is no built-in anonymous tracking mode available. You have two ways to omit fetching user device IDs, and therefore personal data. Firstly, you hardcode the user ID as a constant string, which renders most of the user-related data ineffectual. Or you introduce a mechanism for generating random device IDs for every session, which could hurt overall platform performance and data quality. Basically, it’s a choice between privacy compliance and data quality.</p> </div> </div> </div> </div> <div id="chapter-8" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-100 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-17 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-33 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-99 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 8</strong></p> </div> <h2 class="wp-block-heading" id="anonymous-tracking-without-cookies-but-with-session-data">Anonymous tracking without cookies, but with session data</h2> <p>This chapter addresses fingerprinting used to collect data anonymously. It answers questions on how this method works and what advantages it offers.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-8-1024x666.png" alt="" class="wp-image-2546" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-8-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-8-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-8-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-8.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-18 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-208e7a6f77f3808cf16b91a0dca2bfc4 is-layout-constrained wp-container-core-group-is-layout-101 wp-block-group-is-layout-constrained wp-container-9 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><strong>Anonymous tracking without cookies, but with session data</strong></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p>A session identifier in the form of a device fingerprint is deployed. It ties events, such as page views, to one session. The analytics platform doesn’t deploy cookies.</p> <p>The major advantage of this method is that it’s allowed by several regulations, including the new Telecommunications Telemedia Data Protection Act (TTDSG). The downside is that it creates duplicate sessions. So-called <strong>false-positive fingerprints</strong> are registered that result in recognizing several devices from the same IP address as one user. This is a drawback of most fingerprint-based methods. It’s worth noting that session cookies don’t have this problem.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Anonymous tracking without cookies, but with session data</th></tr></thead><tbody><tr><td>Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 32px;" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" class="pp-icon"></td></tr><tr><td>Tracking technology</td><td class="has-text-align-center" data-align="center">Session fingerprint</td></tr><tr><td>Visitor metrics</td><td class="has-text-align-center" data-align="center">Partly <samp rel="tooltip" class="cc-tooltip__trigger" title="Data is collected only for visitors who give a consent."><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td></tr><tr><td>Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Channel attribution</td><td class="has-text-align-center" data-align="center">Session and visitor level <samp rel="tooltip" class="cc-tooltip__trigger" title="Data is collected only for visitors who give a consent."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td></tr></tbody></table></figure> <h3 class="wp-block-heading" id="a-peak-at-the-vendors"><strong>A peak at the vendors</strong></h3> <p>Some vendors present <strong>cookieless tracking</strong> as anonymous, so also not requiring consent. This is often not true. The data collected through cookieless methods can be anonymous, but this depends on the details of what happens in the background. </p> <p>For example, many vendors collect pseudonymous and even unhashed personal data through cookieless methods. Be suspicious of such simplistic claims that cookieless tracking is a free pass to collect how and what you want.</p> <p>In <strong>Piwik PRO</strong>, the <strong>session fingerprint </strong>(beta)<em> </em>consists of a variable part (a statistical analysis and learning tool “salt”) that resets periodically<strong>.</strong> Unlike browser and device fingerprints that identify a visitor across different sessions, session fingerprints only identify events (e.g. page views) belonging to one session.</p> <p>Once again, if the user decides to give their consent, the session fingerprint changes into a first-party cookie.</p> <p><strong>Piwik PRO’s </strong>anonymous data tracking based on fingerprinting works as follows:</p> <ul class="wp-block-list"> <li>Browser fingerprint recognition is deactivated.</li> <li>The geolocation is based on anonymized IP addresses or is deactivated.</li> <li>A session identifier is set. </li> <li>No personal data is tracked and stored in the database without explicit consent.</li> <li>Visitors who don’t consent appear as one-time visitors and can’t be identified across sessions.</li> <li>If the visitor consents to tracking within the session, all the collected data will be added to their profile. If you enable Piwik PRO’s CDP module, the platform creates a profile connecting additional data to mold a Single Customer View. This gives you the ability to retarget a specific segment of your customers.</li> </ul> <p><strong>Matomo’s</strong> cookieless approach stores fingerprints for up to 24 hours before deleting the data. This could be fine in some jurisdictions, but in others could cause problems if the platform is storing cross-session fingerprints (personal data) for an extended period of time. This tracking approach also runs into many <a href="/blog/matomo-performance-issues-what-causes-them-and-how-to-fix-them/">performance problems</a> for higher levels of traffic.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Universal Analytics</th><th class="has-text-align-center" data-align="center">Google Analytics 4</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Anonymous tracking without cookies, but with session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Built-in consent manager allows you to do both full visitor profile tracking (for visitors who give a consent) and the session tracking (no consent given). Furthermore, you can segment these two audiences or view them together. You have an option to use a session fingerprint or a session cookie."><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="There is a workaround. For that, you need to set up an integration with BigQuery and enable the consent mode. This data, however, isn’t available from Google Analytics’ UI. Alternatively, you can turn on behavioral modeling. Then, GA will fill in the gaps in data about visitors who decline consent for data collection by modeling their behavior based on similar users who accept analytics cookies and anonymous data from BigQuery."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Matomo gives you the possibility of cookieless tracking. Drawbacks include still saving personal data for up to 24 hours without consent. The full visitor profile is not being collected for any of the visitors."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr></tbody></table></figure> </div> </div> </div> </div> <div id="chapter-9" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-105 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-19 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-37 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-104 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 9</strong></p> </div> <h2 class="wp-block-heading" id="anonymous-tracking-without-cookies-or-session-data">Anonymous tracking without cookies or session data</h2> <p>This chapter addresses the strictest and most cautious way to collect data anonymously.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-9-1024x666.png" alt="" class="wp-image-2545" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-9-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-9-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-9-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-9.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-20 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-e62da48306bc77b5a950499965e9d106 is-layout-constrained wp-container-core-group-is-layout-106 wp-block-group-is-layout-constrained wp-container-10 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><strong>Anonymous tracking without cookies or session data</strong></li> <li><a href="#chapter-10">Review of the analytics platforms and tracking methods</a></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p>Every event that can’t be considered personal data is tracked. The method can’t identify an individual and the combination of the data it collects can’t pinpoint a single session either. More limited than the previous methods in the data it collects, it definitely <strong>doesn’t require consent</strong>, as the following happens:</p> <ul class="wp-block-list"> <li>Browser fingerprint recognition is deactivated</li> <li>The geolocation is based on anonymized IP addresses or is deactivated</li> <li>Session identifier and visitor recognition are deactivated</li> <li>No visitor data is saved and every event is recorded separately. Essentially, your instance doesn’t record sessions.</li> </ul> <p>In Piwik PRO, the data shows up in event statistics. Since you don’t track visitors or sessions, the following data is not recorded:</p> <ul class="wp-block-list"> <li>The time on the website</li> <li>Bounce rate</li> <li>User flows and funnels</li> <li>Channel attribution</li> </ul> <p>This tracking method is useful in certain areas of business intelligence. For instance, for an umbrella organization that doesn’t use its website as a main source of business development. Nevertheless, they might want to track how many times an investor has downloaded a certain document or has viewed a particular page. For this purpose, session or user-level data isn’t always necessary, so the trade off of less data for stricter privacy controls is worth it.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Anonymous tracking without cookies or session data</th></tr></thead><tbody><tr><td>Captures all traffic</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="Does not require consent"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" class="pp-icon"></samp></td></tr><tr><td>Visitor identification</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Visitor metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Session metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Event metrics</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Channel attribution</td><td class="has-text-align-center" data-align="center">Traffic sources only</td></tr></tbody></table></figure> <h3 class="wp-block-heading" id="a-peek-at-the-vendors"><strong>A peek at the vendors</strong></h3> <p>Of course, it depends on the data collector how the analytics platform is set up. You can configure a similar tracking method with some analytics and coding knowledge. Piwik PRO and Countly offer a tracking method for special use cases.</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Universal Analytics</th><th class="has-text-align-center" data-align="center">Google Analytics 4</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Anonymous tracking without cookies or session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"><samp rel="tooltip" class="cc-tooltip__trigger" title="There is a workaround. For that, you need to set up an integration with BigQuery and enable the consent mode. This data, however, isn’t available from Google Analytics’ UI. Alternatively, you can turn on behavioral modeling. Then, GA will fill in the gaps in data about visitors who decline consent for data collection by modeling their behavior based on similar users who accept analytics cookies and anonymous data from BigQuery."><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/info.circle.svg" style="width: 18px;" class="pp-icon"></samp></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center">N/A</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg" style="width: 32px;" class="pp-icon"></td></tr></tbody></table></figure> </div> </div> </div> </div> <div id="chapter-10" class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-110 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--64);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--64)"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-21 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-container-core-column-is-layout-41 wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-style-default is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-109 wp-block-group-is-layout-flex"> <p class="has-white-color has-primary-background-color has-text-color has-background has-small-font-size" style="padding-top:6px;padding-right:6px;padding-bottom:6px;padding-left:6px;letter-spacing:0.2px;line-height:1;text-transform:uppercase"><strong>Chapter 10</strong></p> </div> <h2 class="wp-block-heading" id="review-of-the-analytics-platforms-and-tracking-methods">Review of the analytics platforms and tracking methods</h2> <p>The last chapter of our odyssey in tracking methods brings everything together in one table.</p> </div> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <figure class="wp-block-image aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="666" src="/wp-content/uploads/2024/01/tracking-methods-chapter-10-1024x666.png" alt="" class="wp-image-2544" srcset="https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-10-1024x666.png 1024w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-10-300x195.png 300w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-10-768x500.png 768w, https://piwik.pro/wp-content/uploads/2024/01/tracking-methods-chapter-10.png 1165w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure> </div> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-22 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div class="wp-block-group has-border-color has-grey-20-border-color has-link-color has-small-font-size wp-elements-acc370d9cd190e10438f43163ef27c49 is-layout-constrained wp-container-core-group-is-layout-111 wp-block-group-is-layout-constrained wp-container-11 is-position-sticky" style="border-width:1px;padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <h4 class="wp-block-heading" id="chapters">Chapters</h4> <ol class="wp-block-list"> <li><a href="#chapter-1">The analytics tracker – the code at the center of data collection</a></li> <li><a href="#chapter-2">Two worlds apart when collecting data</a></li> <li><a href="#chapter-3">Tracking with first-party cookies</a></li> <li><a href="#chapter-4">Cookieless tracking or fingerprinting</a></li> <li><a href="#chapter-5">Opt-in-only tracking</a></li> <li><a href="#chapter-6">Anonymous data tracking</a></li> <li><a href="#chapter-7">Anonymous tracking with cookies and session data</a></li> <li><a href="#chapter-8">Anonymous tracking without cookies, but with session data</a></li> <li><a href="#chapter-9">Anonymous tracking without cookies or session data</a></li> <li><strong>Review of the analytics platforms and tracking methods</strong></li> </ol> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p><strong>Most analytics tracking methods can be privacy-friendly</strong>, but most can also be used to collect data inappropriately as well. The final result depends on the details of any given analytics project. Those details depend on the intentions of project leaders, of course, but also on the options available to them. As we’ve seen, different analytics platforms offer widely varying sets of options. Here’s a review:</p> <figure class="wp-block-table"><table class="has-fixed-layout"><thead><tr><th></th><th class="has-text-align-center" data-align="center">Piwik PRO</th><th class="has-text-align-center" data-align="center">Google Analytics</th><th class="has-text-align-center" data-align="center">Matomo</th><th class="has-text-align-center" data-align="center">Adobe Analytics</th><th class="has-text-align-center" data-align="center">Countly</th></tr></thead><tbody><tr><td>Privacy-friendly approach</td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.half.svg" class="pp-icon"><img decoding="async" style="width: 18px;" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.svg" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.svg" style="width: 18px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.half.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.svg" style="width: 18px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.fill.svg" style="width: 18px;" class="pp-icon"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/blue/star.half.svg" style="width: 18px;" class="pp-icon"></td></tr><tr><td>Integrated consent manager making privacy-friendly collection easier</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td></tr><tr><td>First-party cookies</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td></tr><tr><td>Third-party cookies</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Cookieless tracking</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td></tr><tr><td>Anonymous data tracking with cookies and session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Anonymous data tracking without cookies, but with session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td></tr><tr><td>Anonymous data tracking without cookies and session data</td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/red/x.svg" style="width: 32px;" class="pp-icon"></td><td class="has-text-align-center" data-align="center"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/green/check.svg"></td></tr></tbody></table></figure> <p>It also helps to have a solid analytics partner to navigate all the options for collecting the data you need. <strong>Piwik PRO</strong> works with customers to find a privacy-compliant setup for their use case, which also delivers reliable insights from accurate data. If you want to hear more about how we can help your company, <a href="/request-a-demo/">schedule a demo</a> with our team.</p> <p>In the meantime, you might find these articles useful:</p> <p>→ <a href="/blog/is-google-analytics-gdpr-compliant/">Is Google Analytics GDPR-compliant?</a><br>→ <a href="/piwik-pro-vs-google-analytics-360/">Piwik PRO vs. Google Analytics 360</a><br>→ <a href="/piwik-pro-vs-matomo-comparison/">Piwik PRO vs. Matomo</a><br>→ <a href="/blog/piwik-pro-vs-adobe-analytics/">Piwik PRO vs. Adobe Analytics</a></p> </div> </div> </div> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-116 wp-block-group-is-layout-constrained"> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-115 wp-block-group-is-layout-constrained"> <h2 class="wp-block-heading has-text-align-center" id="if-you-want-to-learn-more-about-the-tracking-methods-reach-out-to-us">If you want to learn more about the tracking 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