Cookies and pixels used to follow almost every user from the ad click to the purchase. Privacy rules, ad blockers and new browser and device settings have changed that.
In this article
Why classic tracking misses users
Cookie consent, ad blockers, iOS 14.5 and the tracking protection in Safari and Firefox each leave gaps in classic tracking data.
What this means for your platform data
Gaps are filled with estimates: Platforms partly model the conversions they cannot measure.
Every platform counts the sale for itself: If a customer clicked ads on several channels, each platform reports the same sale.
đĄ Tip: This is why the numbers in Tracify differ from your ad platforms. Tracify looks at the whole customer journey and counts every order only once.
How Tracify measures your customer journeys
Matching without classic cookies: An AI model links anonymized identifiers across sessions.
Anonymized data: Personal identifiers such as email or IP address are hashed before they reach our servers.
No modeled numbers: All values in Tracify are based on measured events.
All channels in one view: You see every touchpoint of a journey, from the first click to the purchase.
The tracking variants differ in which information the tracking script collects:
Variant | What is collected |
Essential | Only what every browser sends automatically when it loads a page, e.g. IP address, user agent and HTTP headers. No active fingerprinting, no cookies. |
Active | Additionally reads browser attributes such as screen resolution or fonts and creates an anonymized fingerprint. |
Active Cookie | Active fingerprinting plus cookies. |
â ď¸ Important: Which variant fits your website is your decision together with your data protection officer. All audits and white papers: legal page. Template text: Privacy policy: template text for Tracify
How you get the most complete data
Activate first-party tracking: Scripts load through your own domain and are blocked far less often: How to configure first-party domain tracking
Track every landing page: Add the tracking code to all landing pages and advertorials.
Keep the parameters: Avoid redirects that drop the URL parameters of your ads.
All points in detail: Tracking requirements: what to check before you start