By Neil Patel

To a non-marketer, cookie tracking sounds like a scavenger hunt for baked goods.

Sounds innocent, right?

Yet cookies, for all of their sweet-sounding simplicity, have recently come under fire.

With the new General Data Protection Regulation (GDPR), cookies have taken center stage in the fight for internet privacy. This is just one of the latest legal issues facing online marketers today.

Cookies are small text files that collect bits of data about users as they browse the web.

Individually, cookies do not track data about who you are as a person; they simply give information about your web browser and trends. But, when bundled with other relevant cookies, they can be used to create an online “persona” that can predict behaviors and seek out trends in browsing.

This tactic has been dubbed behavioral advertising, and while it offers marketers incredible insights into consumer habits, it can be problematic when used improperly. The Cambridge Analytica scandal is a good example of behavioral marketing gone wrong.

That isn’t to say all cookies are bad.

Cookie tracking can be a great way to learn valuable information about who is searching for your product, where they are searching from, and how likely they are to revisit your website.

In fact, cookies are still a strong tool in the marketer’s repertoire, offering detailed insights about the people you are trying to reach.

Ethical cookie tracking is still possible and offers a simple, data-driven way to increase your conversions when used responsibly.

Still unsure? Let’s dive a little deeper.

What is Cookie Tracking?

Cookie tracking helps you collect data on users who visit your pages.

On the consumer side, they are useful for things like online shopping, where your cart information will be stored even if you exit your web browser.

For marketers, cookies help us understand who is engaging with our content, what pieces they like best, and how often they revisit.

This is valuable information for marketers who are looking to improve, modify, or tailor content to their users.

What’s more, it offers important metrics that can lead us toward useful remarketing techniques.

That being said, not all cookies are made the same. While some cookies are ripe for risk and privacy breaches, others are necessary for web functionality. Let’s take a closer look at our modern cookie jar.

Necessary Cookies

Some cookies are essential to good user experiences. Features such as log-in data, authentication, and session management would not be possible without using cookies.

These types of cookies are considered necessary for proper web function and cannot be deleted by users.

Cookies can also enhance the user interface and provide smooth, personalized experiences for users. We often refer to these as performance and functionality cookies. While useful, they are not completely essential. They can often be disabled by users, …read more

Source:: Kiss Metrics Blog