Embracing the cookieless future

Sunday 16th July 2023 — 5 min read

As web professionals in the higher education sector, staying ahead of the curve in terms of data analytics is crucial. The digital landscape is evolving rapidly, and the impending demise of third-party cookies is a game-changer.

It may seem like a big statement, but it's true! In this article, we'll take a look at the ethical considerations and the reasons why adopting cookieless analytics is a great method of future-proofing for higher education institutions.

We'll look at both the traditional analytics tools and the new cookieless alternatives that could revolutionise data gathering and analysis.

The decline of third-party cookies

Third-party cookies have long been the backbone of web analytics, but their effectiveness is diminishing due to privacy concerns and evolving regulations. Major web browsers are phasing out support for third-party cookies, making it increasingly challenging to gather comprehensive user data.

This shift necessitates embracing cookieless alternatives that respect user privacy while still providing the valuable insights we need to report to our stakeholders.

Device fingerprinting

One such alternative is device fingerprinting, which uses a combination of device-specific attributes to identify and track users. Device fingerprinting is more accurate than cookies, and it allows for more detailed user segmentation and targeting. It also doesn't require user consent, making it a viable option for gathering data in a privacy-compliant manner.

However, device fingerprinting isn't necessarily the most cost-effective way to ensure you're aligning with the current digital landscape as these types of services are prohibitively expensive in both cost and time.

Server-side analytics

A second, and arguably easier option, is leveraging server-side analytics, which collects data directly from the server rather than the user's browser. This approach eliminates the need for cookies and allows for more accurate data collection. It also allows for more detailed analysis, such as tracking user behaviour across multiple devices and platforms.

AI-driven analytics

Finally, there are emerging technologies such as cookieless or AI-driven analytics, which use machine learning to identify and track user behaviour. AI-driven analytics can provide more accurate insights than traditional analytics methods, and it can be used to identify user patterns and trends.

These cookieless alternatives provide valuable insights into user behaviour and can help businesses make more informed decisions. As the industry moves away from third-party cookies, it's important to embrace these new technologies and strategies to ensure that user data is collected responsibly and in compliance with privacy regulations.

User Privacy and Consent

In the higher education sector, where safeguarding student and user privacy is paramount, you can rest assured that cookieless analytics align with fundamental ethical data practices. Primarily, by adopting a cookieless alternative, institutions can prioritise user consent and transparency, fostering trust and enhancing reputation rather than risking it.

User-centric privacy policies demonstrate a commitment to responsible data handling, reinforcing an institution's commitment to the well-being of its students and stakeholders while also complying with evolving privacy regulations. By embracing cookieless alternatives, institutions can gather valuable insights whilst respecting user privacy and consent.

Traditional Analytics Tools

While third-party cookies have been widely used, traditional analytics tools still offer valuable insights. Platforms like Google Analytics provide an array of core metrics, including page views, bounce rates, and session durations. However, it is important to note that these tools heavily rely on cookies for accurate data collection, and their limitations will become more pronounced in the cookieless era.

The shift to a cookieless future presents a unique opportunity for higher education institutions to prioritise user privacy and build trust.

Embracing Cookieless Alternatives

First-Party Cookies

First-party cookies are set directly by the website visited by the user. They enable institutions to gather valuable information about their visitors without relying on third-party data.

Happily, first-party cookies remain viable in a cookieless future, as long as institutions ensure user consent and transparent data practices. These cookies allow websites to remember user preferences, store login information, and track user activity. This data can be used to personalise the user experience, provide targeted advertising, and measure the effectiveness of marketing campaigns.

By leveraging first-party cookies, institutions can gain valuable insights into their customers and create more meaningful experiences.

Consent Management Platforms

CMPs provide an effective way to obtain user consent for data collection and processing. These platforms allow higher education institutions to establish clear, user-friendly consent interfaces, enabling visitors to control their data preferences while still providing valuable insights to the institution.

Cookiebot is one example of a CMP that offers analytics tools that don't require third-party cookies. These tools provide valuable insights while protecting user privacy and consent, unlike traditional analytics tools which rely on third-party cookies for data collection.

Other CMPs, such as OneTrust, offer a range of privacy management tools, including cookie consent, data mapping, and website scanning. These platforms enable institutions to gather valuable insights while ensuring compliance with evolving privacy regulations.

Overall, a consent management platform will provide a powerful way for higher education institutions to obtain user consent for data collection and processing while still providing valuable insights. By using CMPs, institutions can ensure that their websites are compliant with the latest regulations and that visitors are aware of their data preferences.

Privacy-First Analytics Tools

Privacy-first analytics tools are designed to function without third-party cookies. These tools employ alternative methods, such as federated learning and differential privacy, to gather aggregated and anonymous data. Matomo Analytics and Fathom Analytics are examples of privacy-first analytics tools that offer powerful insights while respecting user privacy.

Take this website for example. We use Umami Analytics to track user behaviour and gather valuable insights into our visitors... you!. Umami Analytics is a privacy-first analytics tool that doesn't rely on third-party cookies for data collection. Instead, it uses a combination of federated learning and differential privacy to gather aggregated and anonymous data.

By embracing such privacy-first analytics tools and transparent data practices as these, we can continue to gather valuable insights while respecting the privacy rights of our website visitors. In the case of Universities, these users could have a very real chance of becoming students and so it's important to build trust and respect from the outset.

The SEO Perspective

Transitioning to a cookieless analytics setup also has implications for search engine optimisation (SEO). With search engines increasingly prioritising user experience and privacy, embracing cookieless alternatives can positively impact website rankings.

By prioritising user consent and privacy, institutions can ensure compliance with evolving SEO best practices while still gathering valuable data for optimisation strategies.

Additionally, cookieless analytics can provide more accurate data about user behaviour, as it does not rely on cookies to track user activity. This can help organisations better understand how users interact with their website, allowing them to make more informed decisions about content and design.

Finally, cookieless analytics can provide more accurate data about user demographics, allowing organisations to better target their marketing efforts.

So what's the takeaway?

Higher education institutions have the opportunity to prioritise user privacy, build trust, and keep up with the changing digital environment by moving away from cookies. Combining cookieless alternatives with traditional analytics tools can provide valuable insights while still respecting user consent and privacy.

Adopting this shift can not only improve your institution's reputation but also create a more ethical and user-focused approach to data analytics in the higher education sector.