What is cookieless tracking?

Cookieless tracking is a way of measuring or linking user activity without using cookies as the mechanism for tracking. Depending on the implementation, it can use server-side requests, account identifiers, device signals or browser fingerprinting instead.

The term should be interpreted carefully. “Cookieless” may only mean that a provider does not use third-party cookies, while first-party cookies or other tracking technologies remain in use. Likewise, server-side tracking describes where tracking data is processed, not whether cookies are used elsewhere in the setup.

Cookieless tracking also does not necessarily mean anonymous tracking. An account identifier or distinctive browser fingerprint can still be used to link activity to a particular user or device.

The EDPB’s guidance on the technical scope of ePrivacy rules covers tracking methods beyond conventional cookies. Before using a cookieless tool, establish what it collects, how it links visits and whether it accesses information on the visitor’s device. Those details determine the relevant privacy assessment.