For a number of years now we have seen the world of online data explode. This data is used for multiple reasons by businesses, with one of the main areas being to help improve marketing success. When it comes to website development there have been some shifts in regards to how businesses look to collect consumer data.
It is of course essential that any web development agency worth its salt is aware of this trend. Many are even now changing the way that they track users online. Third party and first party tracking may be unfamiliar to you, but here is why they matter, and why things are changing.
First and Third Party
Despite the terms not being familiar to you, there is little doubt that you will know what tracking or cookies are. A third party cookie is how things have been tracked for a number of years and this usually involves a website placing a small line of code on your browser, which it will then use to follow your behaviours online. The ‘party’ aspect of the phrase, refers to the domain which is leaving the tracking code, or the cookie. The reason why it is referred to as “third party” tracking is that the code is being left by another domain than the one you are browsing on.
For example, let’s say you go to www.xyz.com, if you agree to cookies then you may find the code has been left on your browser by www.uvw.com, this is third party tracking. If however the code is left by www.xyz.com, this is first party tracking.
Switching From Third to First
With regards to what this means for a web development agency Melbourne marketers have identified that a large number of people are now blocking third party tracking. This results in less data being collected and it will have great impacts on targeted marketing. Users are not only blocking third party cookies, but they are also actively deleted cookies which have already been coded in.
Recently a web development agency estimated that less than 5% of users deleted or blocked first party cookies. The reason why fewer people block first party cookies is that when a cookie is blocked, they have to login again, and this can be frustrating for the user. Additionally anti-spyware software doesn’t target these first party cookies. This of course is why so many agencies are now seeking to change their approach, and move away from third party tracking.
Information is Critical
Whilst more agencies are moving towards first party over third party, tracking statistics are critical to understanding where their efforts are best placed. Ultimately websites should do all that they can to gather the best information about their users. Understanding visitors is the best way to make better business decisions, to target customers in the future and provide an overall higher quality customer experience. So be sure to build up your customer data as much as possible to help future-proof your business today.