Tracking cookies, also known as HTTP cookies, are labels. They label web pages when they load and also label the user who visited. Cookies label demographic information for each user that visits a web page. The labels describe useful information about the users and the web pages they visited. Every cookie should be unique to every user and contain an ID that the platform uses to keep track.

Unlike a typical ID, the cookie does not contain directly identifiable information about the user. Also,

• Users are only a count of unique IDs; they do not represent actual people
• Users are not shared by different browsers, devices, or locations
• Users are easily deleted
• Users are only unique to a specific time period and then are reset
• User counts are not perfectly precise
• Sampled users only give you a distant snapshot of data

Cookieless tracking gets much more intricate with what it can track rather than relying on users, which, as outlined above, have many flaws in accurate tracking. Basically, with cookieless tracking, there is still a script that runs when someone visits your site. The data that this script captures is not stored in a cookie in the visitor’s browser, but sent to an analytics server that stores the streaming data.

Cookieless tracking allows you to track people not only cross-domain but also cross-device.

CallSource’s EveryLead platform tracks digital attribution without using cookies.