August 9, 2025
3 min read
Cookieless tracking methods have emerged as a response to heightened privacy regulations and technical restrictions against traditional cookie-based tracking. Three primary approaches are prevalent: browser fingerprinting, server-side tracking, and first-party data collection.
Browser fingerprinting
Utilizes a combination of device and browser characteristics—including screen resolution, installed fonts, user agent strings, and active plugins—to generate a unique identifier for users. As reported by Eckersley (2010), "94% of browsers can be uniquely identified using only the information provided by the browser" (Journal of Privacy and Confidentiality). This method enables persistent tracking even when cookies are blocked; however, its accuracy can be reduced if users change device settings or use privacy tools.
Server-side tracking
Shifts data storage and processing from the client side (browser) to the server. This approach circumvents browser-level cookie restrictions by capturing user interactions directly on the website’s backend infrastructure. Data such as page views, clicks, and form submissions are logged and associated with session identifiers maintained on the server. Server-side solutions can improve data reliability and reduce exposure to ad blockers (Fowler et al., 2021), but may face limitations in cross-site tracking and require robust privacy compliance.
First-party data collection
Focuses on information gathered directly from users through interactions like logins, preferences, and direct inputs. Unlike third-party cookies, this data is collected and stored by the website the user is interacting with. The shift to first-party data is reinforced by platforms such as Google and Apple, which have announced plans to phase out support for third-party cookies (Google Blog, 2022). While this method enhances transparency and user trust, it restricts tracking capabilities to individual domains and may reduce the granularity available for cross-site advertising.
Summary:
Cookieless tracking relies on:
The adoption of these techniques reflects an industry-wide transition driven by privacy concerns and evolving regulatory landscapes (Gurses & Troncoso, 2016; DOI: 10.1109/SP.2016.26). Effectiveness varies based on the technique, user behavior, and legal context, necessitating ongoing evaluation of both technical performance and ethical implications.
