In this article, we will discuss web tracking tools, define them, and focus on three main types: cookie-based tracking, privacy-friendly tools, and privacy-first web analytics.
We will also discuss how regulators are reshaping the privacy field and how privacy-aware users are looking for alternatives to Google Analytics. Those shifts created a new market for privacy-friendly and privacy-first analytics tools that will provide accurate analytics data without compromising user privacy.
Website tracking tools allow businesses to analyze website traffic data and user behavior. They provide important insights such as:
Leveraging this data enables businesses to optimize campaigns and create smoother, more effective user journeys, resulting in better conversion rates.
However, traditional web tracking tools are a growing concern as they are compromising user privacy.
While all web traffic tools have a similar purpose—analyzing web traffic and user behavior—the way they approach it makes a big difference, especially when it comes to privacy:
Cookie-based website analytics used to be the primary method of user tracking. Cookies are small pieces of code stored in users’ browsers, collecting information about user behavior in real-time.
The issue is that cookies continue to track data even when users move to other websites. While that is useful for marketing purposes, as website owners have detailed behavior analytics, it can raise privacy concerns.
After the introduction of the General Data Protection Regulation (GDPR), websites must ask for explicit consent to store non-essential cookies on users’ browsers. To collect personal data processing consent, website owners need to implement cookie consent banners, which affect the UI and UX.
Regulators aren’t the only ones acknowledging the link between third-party cookies and personal data—users know their personal data is a valuable resource that can be misused.
Many users rely on virtual private networks (VPN), ad and cookie blockers, DoNotTrack settings, private web browsers, as well as incognito modes to protect their privacy. As a result, cookie-based analytics aren’t as accurate in these cases.
Plus, when privacy-conscious users see third-party cookie consent screens, they will likely question the ethical standards of companies using intrusive tracking methods for marketing purposes.
For those reasons, privacy-friendly web tracking tools have started emerging. Instead of using third-party cookies, privacy-friendly analytics rely on different methods, such as:
While these methods are certainly a step in the right direction regarding privacy, they may still cause compliance risks.
GDPR requires explicit consent for personal data processing, regardless of the amount and form. While privacy-friendly tools try to anonymize personal data, they still process it on their servers sometimes.
One example is IP hashing, which replaces IP addresses with a fixed string of characters. Even though a hashed IP address is hard to break, the process of hashing is considered data processing, as IP addresses are considered personal data.
Privacy-friendly web tracking tools may rely on fingerprinting, which combines several pieces of information and assigns each user a unique identifier.
Even though each piece of information wouldn’t be considered intrusive, combining precise details on user location, device, and system and assigning a unique identifier is regarded as personal data processing, as it can be traced back to identify an individual user.
Because of this, using privacy-friendly analytics still requires explicit user consent despite avoiding third-party cookies.
Plus, processing personal data on your servers carries compliance and reputational risks. For example, even if you offer users ways to refuse cookies if it is too difficult, you may still be fined for non-compliance.
So even though they are not using third-party cookies, privacy-friendly analytics solutions may cause compliance concerns, and the consent banners still affect the UX.
Privacy-first web tracking tools, like mandera, allow you to track user behavior and optimize your website without infringing privacy. Here’s how we do it:
Unlike privacy-friendly analytics, which use methods to minimize and anonymize personal data processing, mandera is private-by-design and doesn’t process any personal data, not even the IP address.
With mandera, there is no hashing, fingerprinting, profiling, or similar attribution methods—the IP address is dropped from every request. mandera only tracks aggregated data that can’t be traced back to individual users, such as:
While that information can’t be associated with individual users, it’s still precise enough to allow mandera analytics to distinguish individual website visits and show actionable metrics:
Because personal data is not processed or stored, you will fully comply with the CCPA and PECR without displaying consent banners.
As a result, your UX will remain uninterrupted, allowing website visitors to engage with content without consent pop-ups.
mandera is a German company with servers located in Germany. The data is fully encrypted and always remains within the EU, all in accordance with the GDPR.
As a privacy-first web analytics platform, mandera doesn’t rely on cookies to display analytics.
There is no personal data processing and profiling, so VPNs, ad & notification blockers, incognito modes, and private browsers won’t interfere with the results.
As a result, mandera will show accurate analytics while fully respecting users’ privacy.
mandera will show you an intuitive user flow overview to help you understand how users behave once they enter your website.
You can also create custom user flows to help you understand how many visitors navigate your website and make further optimizations.
mandera has a lightweight script that won’t slow down the website’s performance. The installation is simple via API integration, and will be ready in minutes.
Our intuitive dashboard will give you a detailed but easy-to-understand analysis of visitor metrics and user engagement patterns. The data is simple to understand and actionable without excessive complexity.
mandera has a simple pricing structure—you pay per domain for up to 500k monthly visitors. If your traffic approaches the 500k monthly visitor limit, we will kindly notify you in advance and ask you to upgrade to our Enterprise plan.
But, until then, traffic spikes will not be a source of concern—you will look forward to them, as more leads will ultimately translate into more conversions.
While cookie-based tools such as Google Analytics used to be the go-to web tracking method, businesses increasingly understand the importance of privacy and how maintaining high ethical standards strengthens business reputation.
Even though privacy-friendly tools make an effort to protect user privacy, they are still a step away from full compliance. Personal data is still sometimes processed, requiring consent.
Privacy-first tools like mandera allow you to collect website traffic information accurately without processing personal data. Your website will be fully compliant, and users will not be affected by intrusive consent banners.
Try mandera with our free trial today, and enjoy a cookieless web analytics tool with full GDPR compliance.
