Analytics measurement and metrics
Cookieless analytics: what you can still measure
Understand the strengths and limits of analytics that does not rely on visitor cookies.
Cookieless analytics can provide useful aggregate trends without setting visitor cookies, depending on how it is implemented. It is not a synonym for anonymous, complete or automatically compliant measurement.
Know what changes without cookies
Without a persistent browser identifier, repeat-visitor recognition and cross-session journeys may be limited or unavailable. Pageviews, broad source patterns and aggregate outcomes can still answer many operational questions. The exact capability depends on the tracker and its configuration.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeAvoid replacing one identifier with another
Fingerprinting and covert identity stitching undermine the privacy promise and can create new obligations. Review IP handling, log retention, URL data and server-side joins. Ask what information is collected at each layer, not only whether a cookie banner appears.
Choose metrics that fit the data
Focus on trends and completed outcomes that the system records reliably. Do not report user-level retention or unique reach if the implementation cannot support those measures. Explain gaps and check applicable rules for your regions, vendors and purposes.