deck from the presentation / discussion session at MeasureCamp North America 2021

1. First-Party Data
Collection
How to fight ITP, ETP, code overhead & more
Markus Baersch
gandke gmbh

3. Reasons for data degradation
Tech
•Tracking Blocker
•ITP
•ETP
•SameSite
Regulation
•GDPR
•ePrivacy
•Consent
Management

4. Get your data back
Tech
•Tracking Blocker: not
worth it
•ITP: use secure Ids
•ETP: use first-party
data collection
Regulation
•GDPR
•ePrivacy
•Consent
Management: use
alternative / parallel
tracking

5. ITP: solve cross-site tracking, profiling
https://clearcode.cc/blog/cookie-syncing/

6. three problems & solutions
Identity
• ITP kills (js)
cookies after 1/7
days
• use server-side id
or httpOnly,
secure cookie (or
a short-term id when
no consent)
Third-party
tracking scripts
•ETP & co.
block loading
of scripts
•load (your
own) script
from your own
server
„Bad Endpoint“
•browser
blocks
outgoing
tracking hits
•use your own
first-party
endpoint

7. options for collection and endpoint
Collection
Options:
analytics.js / gtag.js
matomo collection
cdp collection, sp & co.
your own script
Benefits:
just collect what you need
avoid overhead
deduplicate collection
Endpoint
Options:
server-side gtm
„simple bridge“
cdp / sp endpoint
„real“ endpoint
Benefits:
respect consent
transform / enhance data
1:n tracking

8. id options
httpOnly
cookies
server-side
fingerprints
system
(crm) ids
session Ids
/ session
data
session
cookies /
session-
Storage
(persisted)
click ids

9. example collection script

10. example endpoint options

11. done

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