The phrase cookieless future has been doing the rounds for a while now. You’ve probably heard it mentioned in strategy meetings, articles, or by someone confidently waving a coffee cup in the office kitchen. It might sound like a trend, but it’s much more than that—it’s a shift in how we handle digital data, and it's already under way.
The higher education sector, like many others, needs to pay close attention. The move away from third-party cookies isn't just a technical change—it has implications for ethics, compliance, reputation, and our ability to meaningfully understand our audiences.
In this article, we’ll explore:
Why third-party cookies are fading out
Ethical and practical alternatives for data collection
How institutions can adapt without compromising trust or insight
Saying goodbye to third-party cookies
Let’s start with the obvious: third-party cookies are on their way out. Major browsers are already limiting their use, and regulation continues to tighten. These cookies, once the backbone of online analytics, allowed organisations to track users across the web. Now, with privacy rightly being prioritised, this model no longer holds up.
For higher education institutions, this isn’t just a technical challenge. We rely on data to report on campaigns, understand student behaviour, and improve the digital experience. So, when a foundational tracking method starts crumbling, it’s time to explore alternatives that are both ethical and effective.
What’s Next? Alternatives that respect privacy
Ethical data collection and building trust
Privacy isn’t a tick-box exercise. In higher education, where student trust and data protection are paramount, respecting user consent should be second nature.
Cookieless analytics gives institutions the chance to reaffirm that commitment. Clear consent policies and transparent data practices aren’t just legal necessities, they're part of what makes a university trustworthy.
Adopting ethical analytics isn’t about losing insight. It’s about gaining it more responsibly.
What about traditional tools?
Google Analytics and similar platforms aren’t going to disappear overnight. They still offer core metrics that are useful for many reporting needs.
But as these tools continue to evolve—or become more limited in what they can do without cookies—their accuracy and reliability will diminish. That makes now a good time to start exploring complementary solutions that don’t rely on cookies at all.
First-party cookies still have a role
Worth noting: first-party cookies are still viable. These are the cookies your own site sets—not someone else’s. Used responsibly, they can support things like saved preferences or logged-in sessions.
They’re also useful for gathering simple behavioural data, provided users are informed and have given consent. First-party tracking, combined with ethical practice, can still provide plenty of useful insight without venturing into murky territory.
Consent Management Platforms (CMPs)
CMPs help manage the transparency bit. They allow users to choose what they share and give institutions the tools to manage consent properly.
Platforms like Cookiebot or OneTrust are already widely used and can simplify both compliance and user experience. If your website doesn’t already have a CMP, now’s the time to consider it—especially as regulations like GDPR continue to shape the digital landscape.
Privacy-first analytics tools
Tools like Fathom, Matomo, and Umami offer lightweight, privacy-respecting alternatives to traditional analytics platforms.
For example, here on this site, we use Umami. It gives us the data we need—page views, referrals, etc.—without collecting anything personally identifiable. It doesn’t rely on third-party cookies, and it plays nicely with modern privacy expectations.
For universities, tools like these can provide a valuable middle ground. You still get useful insights, but avoid risking trust or falling foul of new laws.
The SEO angle
There’s a practical benefit too. Search engines increasingly reward sites that prioritise performance, accessibility, and privacy. Cookieless setups reduce data bloat, improve load times, and help align with these best practices.
At the same time, more accurate server-side or AI-enhanced tracking can give you clearer insight into content effectiveness and user journeys—helping inform your optimisation strategy.
TL;DR – The takeaway
The end of third-party cookies isn't a dead end, it’s a turning point.
For higher education institutions, it’s a chance to embrace modern, ethical data practices. By combining server-side tracking, privacy-first tools, and responsible use of first-party cookies, it’s possible to retain valuable insights without compromising trust.
It’s not about abandoning analytics, it’s about doing it better.