Cookieless tracking and the future of attribution

Major browsers like Safari and Firefox have already restricted third-party cookies, and Google Chrome is following suit. This directly impacts the ability of affiliate networks to track users across different sites.

Traditional pixel-based tracking is becoming less reliable, leading to 'lost' sales and unhappy publishers. Brands must adapt their technology stack to maintain a fair and accurate programme.

S2S tracking works by sending conversion data directly from your server to the affiliate platform's server. Because it doesn't rely on the user's browser, it is much more resistant to ad blockers and privacy settings.

Implementing S2S requires more technical effort than a simple pixel but offers significantly better data quality. It is the gold standard for modern affiliate marketing.

Using first-party identifiers (like a hashed email or a unique customer ID) allows you to track users across devices and sessions without relying on third-party cookies.

This approach provides a more complete picture of the customer journey, allowing for better attribution and more personalised marketing. It also ensures you own the data rather than relying on a third-party platform.

The shift away from cookies is also prompting a move beyond 'last-click' attribution. Brands are experimenting with models that reward multiple touchpoints in the customer journey.

Fractional attribution gives credit to all partners who contributed to a sale, ensuring that top-of-funnel content creators are fairly rewarded for their role in discovery.

DIKKE KASSA stays at the forefront of tracking technology. We help our clients migrate to cookieless solutions that ensure every sale is accounted for, keeping both the brand and the publishers happy.

We continuously monitor the technical landscape to ensure your programme remains future-proof. Don't wait for your tracking to break; start the transition to server-side measurement today.