As privacy regulations continue to shift and browsers crank down on third-party cookies, marketers are being forced to ditch outdated tracking methods in their wake.
You see, today’s landscape is all about striking a balance between getting accurate & reliable data, staying compliant with the rules, and not stepping over the line when it comes to user privacy.
That’s exactly where cookieless tracking solutions start to come in handy and imposes itself almost as mandatory.
These tools give advertisers the power to track performance, figure out what’s driving conversions, and fine-tune their campaigns without getting bogged down in third-party cookies or overly invasive tracking scripts. Instead they work with first-party data & server-side integrations – this way every event gets tracked accurately, and explicit user consent is up front and centre.
For performance media buyers, agencies and eCommerce brands, cookieless tracking isn’t just some trendy thing – it’s actually the bedrock of a future-proof marketing strategy. And what that gets you is clean, reliable, trustworthy data – even as privacy laws & browser policies keep on changing.
In this article, we’ll be covering best cookieless tracking solutions per main categories they’d belong to. Starting with:
Privacy-First Web Analytics
Privacy-first web analytics tools are designed to track website traffic and user behaviour whilst staying on the right side of personal data consent and respecting laws like GDPR, all without resorting to invasive tracking cookies.
They are built to give you the insights you need to make the most of your website and understand what your audience is interested in without compromising on privacy.
Rather than collecting personal user data and user interactions, they focus on broader trends, so you can see what’s working for you and what could be improved, in a transparent, trustworthy, and fully compliant way.
1. Plausible
Plausible is a web analytics tool that’s a more modern take on what you’d use with Google Analytics.
Rather than being built in some giant US server park, it’s been developed and hosted in the EU, all because it’s fully compliant with General Data Protection Regulation, CCPA and PECR.
What Plausible actually tracks is nice broad trends and pretty basic website numbers like how many visits you get each month, where your visitors are coming from, and what they’re actually trying to do on your site.
The reason Plausible is so clear-cut about being on top of Privacy-First Web analyitcs and cookiless tracking solutions is because of its cookieless design and transparency. Data is anonymized, and no personal details or visitor data get stored or shared with anyone else. You get the insights you need without ever even needing to get all worked up about visitor consent or falling foul of boring cookie pop-ups.
Plausible stands out because it’s just so easy to use – it loads in a flash, integrates with no fuss and provides reports that anyone can make sense of. It’s a great fit for content makers, new businesses, SaaS founders and any businesses at all that are pretty serious about user privacy but still want some real insight.
Most basic plan starts at €9 per month.
2. Matomo
Matomo is an open-source web analytics platform that puts data ethics at its core – built with the needs of businesses in mind that want super-sharp insights without having violate user’s privacy.
Unlike other tools with invasive tracking methods Matomo gives you total control over collecting personal data and deciding where it goes – you can choose to host it on your own server or use their secure EU-based cloud, and either way your data stays in your hands.
That’s what really gets Matomo into the privacy-first web analytics zone – its willingness to put transparency and compliance centre-stage.
Matomo makes it possible for users to give explicit consent, and even offers options for cookieless tracking to keep unnecessary data collection to a minimum. To top it off, Matomo anonymises user’s IP address, respects “Do Not Track” settings, and makes it crystal clear to users just how their data is handled.
While Matomo is all about keeping your data safe, it’s also got all the depth of a full-fledged analytics suite – conversion tracking, goal funnels, heatmaps, and A/B testing – without having to sacrifice any of that user-privacy mojo.
Matomo is the way to go for organisations that want all the advanced analytics they can get without signing over control to the big tech giants such as Google Analytics. It’s perfect for big businesses, public institutions, and marketers who care about accuracy, getting things right, and being genuinely respectful of users’ personal data.
If you’re planning to host Matomo on your server, then you can use the solution for free. If you decide to host it on Cloud (Europe based), most basic plan starts from 38€ per month.
Server Side Tracking (First-Party)
Server-side tracking gives you the upper hand when it comes to your own data.
Instead of relying on dodgy browser cookies or 3rd party scripts that often violate user privacy, it sends events from your own server to ad and analytics APIs. This means cleaner data, more accurate results, and peace of mind that your tracking won’t be blocked by browser restrictions, ad blockers, or privacy updates.
3. RudderStack
RudderStack is an Open-source customer data platform (CDP) built for teams who really need to have control over their tracking and event data, no strings attached. It’s a natural fit for Server-Side (First-Party) Tracking because it collects and sends data straight from your own server to the analytics and ad platforms – and that’s quite it, no extra third-party scripts or browser cookies cluttering things up.
By sending that data through your own server, RudderStack helps you keep things accurate, secure and compliant with things like the GDPR, even when those pesky browser cookies keep getting blocked.
What sets it apart though, is its design with developers in mind – and it integrates really smoothly with modern data warehouses like Snowflake or BigQuery too, so you can get all your customer data sorted and activated in no time
RudderStack is perfect for any data-driven business, marketing engineer or analytics team who values a transparent, reliable and above all trustworthy tracking setup. Its a smarter way to manage data in a world without cookies.
4. GTM Server Side (Stape.io)
Stape.io seriously simplifies getting server-side tracking working with Google Tag Manager (GTM) – and does so in a way that respects user’s online privacy. Its place in the Server-Side (First-Party) Tracking category is spot on because it lets you ditch browser clutter and move your tracking over to your own server; you get to decide what data gets collected and where it gets sent.
Rather than hanging off of flakey third-party scripts or fiddly browser cookies, Stape.io just pipes events from your server straight over to Meta, Google, TikTok and other ad and analytics APIs. And the good news is that you end up with cleaner data, faster sites and tracking that won’t fall over the first time a browser gets updated or an ad blocker steps in.
So what actually makes Stape.io stand out?
Among main things, and like some others on this list, it’s simply ease of use, and that’s despite having all the goodies like automated setup, your own custom domain and built-in conversion API support thrown in. No need to bring in a dev team to get going.
If you’re a performance media buyer, tech-savvy marketer or eCommerce brand then you’ll know just how much hassle can come with getting tracking right.
Pricing starts at $17 per month.
Attribution & Performance Tracking
Attribution and performance tracking gives you a clear view of which marketing touchpoints actually drive real results, even when the browser-based tracking is out of commission.
Its purpose is to cut through all the noise and give you a fair idea and valuable insights of which ads, channels or campaigns are actually working.
By tracking conversions independently of browser limits, it lets you see the customer journey in all its glory, helping you make better budget decisions, cut waste and double down on what’s truly working.
5. Redtrack
RedTrack is built for performance media buyers – the people responsible for turning ad spend into actual measurable profit. Whether you’re managing lead generation funnels, eCommerce campaigns, or affiliate offers, we know that you live and breathe data accuracy.
And that’s exactly where RedTrack wins.
When third-party cookies and pixels fail, RedTrack keeps tracking alive through first-party and server-side technology. It captures every click, cost, and conversion across all your channels (Meta, Google, TikTok, native, and more) without relying on easily breakable browser tracking. You see the entire customer journey and know exactly which campaigns, ads, and audiences drive real ROI.
RedTrack easily wins the attribution and performance tracking category simply because it’s independent thanks to its versatility, precise thanks to its cutting-edge technology, and built for scale because it’s built with performance media buyers in mind.
We keep saying it again and again, but it’s important to emphasize it esspecially when talking about cookieless tracking solutions: RedTrack doesn’t depend on ad platforms’ biased data. Instead, it gives media buyers a single source of truth – accurate, unsampled, and real-time. With 5-minute cost syncs, flexible attribution models, and automated optimization rules, you can react instantly and make every dollar count.
But RedTrack goes beyond tracking.
It unites performance analytics, automation, and partner management under one roof. From solo buyers to full-scale agencies, it turns fragmented data into actionable insights, giving you control, compliance, and clarity in a cookieless world.
Identity Solutions
Identity solutions help brands still deliver personalized experiences in a world without 3rd party cookies. They do this by maintaining accurate user ID’s across sessions and channels while keeping in line with all the relevant privacy regulations.
Using first party data, hashed emails or consent based ID’s these tools let you keep on delivering meaningful, personalized experiences – even as cookie tracking starts to fade away.
6. Unified ID 2.0
Unified ID 2.0 (UID2) is an open-source identity framework that brings a much-needed refresh to the way we handle online identity.
Created to knock third-party cookies off the pedestal, UID2 is a more transparent and privacy-friendly option that fits right in with identity solutions. In essence, it lets advertisers and publishers get to know their users across sessions and channels, but not by sneaking around with their tracking but with consent-based identifiers like hashed and encrypted email addresses to connect the dots.
Here, the power’s in the hands of the user and user’s preferences.
Every single identifier gets created only when the user gives clear & explicit consentm, and if they want to revoke it, that’s okay too. And guess what? Brands can still deliver those super-relevant, personalized ads, all while keeping to the rules of GDPR, CCPA, and other global privacy laws without breaking a sweat.
So, what sets Unified ID 2.0 apart from the rest? Its open, fair-and-square model for one. And we’re talking major ad tech players on board, like The Trade Desk. This isn’t about locking users or companies into some kind of one-size-fits-all platform – nope, this is about bringing ecosystems together.
For advertisers, publishers, and media buyers looking to keep up with a cookie-less world, UID2 is the way to go. Want to keep personalization on the table, get better addressability, and keep users trusting you? This just might be your ticket.
7. LiveRamp RampID
LiveRamp’s RampID – The Trusted Identity Solution for Marketers, Publishers & Plataforms
RampID is an enterprise-grade identity solution that helps the likes of marketers, publishers, and platforms bring together customer interactions from across different devices and channels, all while looking after users’ right to privacy and keeping their consent top priority.
This makes it a perfect fit for the Identity Solutions box because it cleverly swaps out those pesky third-party cookies for a rock-solid, first-party identity map built from the ground up using hashed emails, and authenticated logins, while keeping things nice and anonymous.
So what sets RampID apart is that it’s built on some seriously impressive scale and reliability foundations.
LiveRamp has managed to put together one of the biggest identity ecosystems out there, which allows for privacy-safe audience matching, and measuring ad performance across major ad platforms, publishers and walled gardens.
Every single RampID gets created with the user’s explicit (and fully informed) consent, all while being managed through GDPR & CCPA.
Now the other thing that RampID does differently from other ID frameworks is that it keeps user recognition, while actually powering addressable advertising, cross-channel attribution, and data collaboration, all without actually exposing any of that personal data.
RampID’s perfect for enterprise marketers, agencies & large brands that need that kind of persistent identity, precise targeting & compliance, all on a scale that means business. In a world that’s fast moving on from cookies, LiveRamp’s there to help keep you in touch with your audience – safely, transparently & effectively.
Contextual / Predictive Targeting
Contextual and predictive targeting keeps ads relevant without treading on individual users’ toes.
Instead of using personal data or cookies, it looks at the content, context & intent signals on a particular page or audience segment. The idea is to match ads with the environments and topics where they belong – strong engagement and performance without compromising on user privacy.
8. GumGum
GumGum is a pretty clever contextual intelligence platform and cookieless tracking solution that allows brands to reach their target audience without having to resort to using cookies or personal data.
To be honest, its bread and butter is sitting squarely in the Contextual / Predictive Targeting camp. But what sets it apart is its reliance on content and intent signals, rather than actually tracking users and that’s how it delivers relevant ads.
Using its own inhouse Verity™ AI, GumGum takes a close look at text, images, videos, and the overall mood of a page, so that advertisers can get their ads in front of the right people at the right time. That way, brands can build engagement and make sure their ads are still relevant, all without ruffling any users’ feathers on the cookie front.
The thing that really makes GumGum stand out is its ability to pick up on all the non-verbal cues – not just taking keywords or URLs into account, but also the emotional tone of a page and why that might make a particular ad work or not.
It’s a match made in heaven for brands, agencies & media buyers who are looking for a way to get their ads noticed without having to sacrifice user-privacy.
9. Seedtag
Seedtag is a contextual ad platform that harnesses AI to deliver precise high-performing ads while keeping users’ data safe from cookie tracking.
It’s a natural fit for the Contextual/Predictive Targeting category because it zeroes in on a web page’s content and intent – not the individuals visiting the site.
Behind the scenes, Seedtag’s proprietary Contextual AI is hard at work, breaking down everything from text to images to layouts to get a true sense of what makes a page tick – and the underlying emotions that drive engagement. This means advertisers can serve up ads that feel right at home on the page, and connect with users in meaningful ways all while keeping totally kosher with consumer privacy laws.
What really sets Seedtag apart is the way it does in-depth content analysis with predictive know-how, ensuring that each ad is placed right where it will get the most eyeballs and be most likely to drive sales, or whatever the conversion goal may be.
Seedtag is a great choice for brands, publishers and media buyers that want to drive results from their ad campaigns while keeping user’s privacy in top of the mind
Why Use Cookieless Tracking Solution?
For media buyers trying to squeeze every last bit of performance from their ad spend, data accuracy is the name of the game.
Every single click, lead, and sale needs to be accounted for with precision so you can tell what’s working and what’s just burning through your budget. And that’s getting harder by the day thanks to cookies disappearing and tighter data protection rules making life tougher for traditional tracking methods which simply aren’t cutting it.
So now, we have cookieless tracking solutions which use data from your own site and your own servers (first party data) to keep your tracking spot on and compliant.
Bypassing the fragile cookie system that’s always getting blocked, deleted or expiring, these solutions send conversion data straight from your server to ad platforms like Meta and Google. Even when browsers start limiting third party tracking even further, this keeps your performance insights spot on.
For media buyers, it means having a more reliable picture of how well their ads are performing, cleaner reports and stronger optimisation – and that’s good news for your ad platforms’ algorithms which need solid data to make smart decisions. You’ll know for a fact what ads drive results, and with that info you can scale your campaigns with confidence.
It’s not just a matter of ticking the compliance box, though – cookieless tracking also helps keep you a step ahead of the next round of data protection updates. And these days, that’s more important than ever – you need to stay ahead of the data restrictions to stay competitive. So in short, ditching cookies for good isn’t just about keeping on the right side of the law – it’s about staying profitable.
With accurate data in your grasp, full control of your ad spend and tracking that’s respectful of people’s right to privacy, that’s what gets performance media buyers really excited.
Conclusion – RedTrack as Mandatory Cookieless Tracking Solutions
In todays world where privacy is a top priority, hoping to make the old cookie-based tracking system work just won’t cut it anymore – its basically a risk waiting to happen.
As browser after browser starts phasing out third party cookies and users are demanding more transparency, it’s no surprise that user behavior without treading on peoples right to privacy has become the ‘holy grail’ of marketing.
Which is why you should consider RedTrack.
RedTrack is more than just an analytics tool, its your whole tracking solution that’s not dependent on cookies, and its the one source you can trust for getting the real story on marketing performance.
By using in-house and server-based tracking RedTrack lets you get a 100% accurate picture of every click, conversion, and revenue event, without having to rely on dodgy pixels, or external data sources that don’t know the whole story.
Its your data, and you decide how its used and stored, which is how you ensure staying on the right side of GDPR and CCPA.
For performance media buyers, agencies, and ecommerce brands, getting on the RedTrack bandwagon isnt an option, but a necessity.
RedTrack keeps your tracking accurate, data compliant, and your decisions backed up by solid evidence, not just a load of assumptions.
