Previously, Google announced that they would stop supporting third-party cookies in 2024, and some time ago, they changed the strategy - instead, the company plans to present a new solution: a one-time prompt that allows users to set their preferences. Nevertheless, all the hype around cookies made some people look for cookieless tracking solutions to track and store data.
So, we will review and compare the most popular methods of cookieless tracking (server-side tracking, data layer, local and session storage). We will consider what cases each works for, their advantages and disadvantages.
Three factors cause the need to switch to cookieless tracking from third-party cookies: ad blockers, browser restrictions, and stricter data privacy regulations. All these restrictions affect the quality of data you can gather, and cookieless solutions turn out to be a more effective way to track user behavior.
Ad blockers aimed at removing annoying ads on the page can also affect the tracking scripts of Google Tag Manager or Google Analytics. That means if a user has an ad blocker turned on, the scripts won't run, the tags won't fire (if you use GTM), and you will lose the user's data.
| Related article: Avoid Google Tag Manager blocking by Adblockers |
Browsers like Safari and Firefox apply restrictions for the use of third-party cookies. For example, Safari caps cookie lifetimes to 7 days for responses from third-party IP addresses. This leads to a drop in the data collected and a decrease in the number of recorded conversions. As a result, it is difficult to evaluate your marketing efforts.
The General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are privacy regulation laws that are aimed at creating rules on processing data. They give more control over the data users share with website owners. Besides, your website can be hidden from search engines if you don't comply with the regulations.
| Related article: Cookies, the GDPR, and the ePrivacy Directive |
The benefit of server-side tracking is that all users' data is sent firstly to the server and then transferred to tracking platforms (like Google Tag Manager) and third-party vendors (e.g., Google Analytics). Such data processing and distribution methods help bypass ad blockers and browser restrictions. Server-side tracking also helps comply with GDPR and CCPA regulations.
Another benefit of server-side tracking is the higher control over collected data, as all the data is processed on your own servers rather than handled on the client side (users' browsers). Unlike client-side methods such as Local and Session storage, this approach offers enhanced security, making it a better choice for managing sensitive information.
Firstly, you need to choose a hosting provider for the server GTM container. One popular option is using the Google Cloud Platform. We recommend considering Stape as a hosting provider and solution hub for server GTM. Stape has many advantages over GCP, which businesses of all sizes and types can benefit from.
| Stape | Google Cloud Platform |
| Free plan for 10,000 requests per month | Price starts at $120/month |
| Wide range of plans for high-traffic websites to avoid overpaying ($20 - $300/month) | For websites with higher traffic, the price can increase to $240-$300 per month |
| No additional costs if you have a paid plan | Logs will cost an additional $100 for 500,000 requests |
| Variety of solutions for sGTM (power-ups, tags, variables) |
Secondly, you need to create and configure a server-side container. If you have already used web GTM, you probably won’t face difficulties setting it up as the interface and functions are similar.
Then you can add any solutions, and power-ups and set up any tracking you need for your business.
The data layer as a cookieless solution works for cases when you need to collect lightweight data (like UTM-parameters data) that doesn't require extra security. Otherwise, we recommend using server-side tracking, which is better for large datasets and sensitive data.
The data layer is a method for temporarily storing real-time data. When a user visits your website, you can capture data from them and temporarily store it in the data layer. This happens before consent is granted. After the user's content (clicking on cookie consent banners), you transfer data to analytics tools like Google Analytics 4.
Using a data layer for cookieless tracking has a disadvantage compared to server-side tracking or local storage - the data is stored as long as the session runs. However, the data gathered can be accessed by tags and scripts you use.
You need to initialize the data layer (if it doesn't exist yet).
| Related: End-to-end guide on data layer in Google Tag Manager - you will find this article useful if you haven't worked with the data layer yet. |
Then, you need to set up capturing data (let's say, UTM parameters from URL) and temporarily store them in the data layer you created. Once the user grants consent (like a trigger), the script should find the necessary data and transfer it to the analytics tool.
You need to write the script independently or ask a developer to do it.
Session storage is a good method if you want to collect data that will be stored only for the duration of the session. Such type of data includes page views or button clicks.
One advantage of session storage is high privacy; the data is cleared once the user stops a session. However, this feature prevents you from storing data for a long time, like with server-side tracking or local storage.
The web storage API lets you interact with the browser's session storage. To apply this method, you need to use a script. The JavaScript code should first retrieve or initialize the count of some event (e.g., page view or click to a button), then increment the event count and store it in session storage.
Unlike session storage, local storage can track and store data across multiple sessions. However, it is better to use this method for non-sensitive data.
Local storage is usually used to track and store data like page language or layout to determine user preferences on your website, track the number of transactions, or count events (clicks, page views). It is also an effective way to find out the number of returning users (with the help of a User ID); such a feature can be useful if you build brand recognition.
Local storage, like session storage, is part of the web storage API, so you can interact with it using the API. The flow is similar to session storage; with local storage, you need to use the script to gather and store data locally.
For your convenience, we list below the comparison of each method by the most important criteria while choosing a cookieless solution.
| Server-side tracking | Data layer | Session storage | Local storage | |
| Use cases | Store sensitive data for a long time | Real-time data storage | Track and temporary store events (page views, clicks) | Track events persistently |
| Data durability | As long as needed (depends on server configuration) | As long as the user is on the page | As long as a session runs | Until data is cleared manually |
| Data size limits | No limits | It is not fixed, but it is used for small datasets | 5 MB per origin | 5 MB per origin |
| Location | Server-side (a server that you own and control) | Client-side (client’s browser) | Client-side (client’s browser) | Client-side (client’s browser) |
| Security | The most secure compared to other methods | Vulnerable to client-side attacks (e.g. Cross-Scripting) | Vulnerable to client-side attacks (e.g. Cross-Scripting) | Vulnerable to client-side attacks (e.g. Cross-Scripting) |
Cookieless tracking offers the ability to bypass numerous restrictions on collecting data and analyzing users' online behavior. These include bypassing ad blockers and browser restrictions and complying with GDPR and CCPA regulations.
There are several methods for setting up cookieless tracking: server-side tracking, using a data layer, session storage, or local storage. Each has advantages and limitations.
Here is a quick recap:
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