Cookieless tracking comes with its own terminology toolkit. To help you keep the overview, and make sure you’re aware of all relevant elements to the upcoming change, we’ve put together a glossary. 

1. Attribution (value)

The process by which marketers identify which touchpoints, channels and campaigns contribute to their business objectives and by how much.

2. Cookie

A small piece of data stored on a customer’s computer by a web browser while browsing a website. Originally designed to keep track of your visits and activity, cookies can either be first-party or third-party. 

3. Customer data

All personal, behavioural, and demographic data that is collected by (marketing) companies and departments from their customer and/or base. Examples are customer names, email addresses, gender and credit card details.  

4. Customer journey 

The customer journey describes a path of sequential touchpoints and interactions that a customer goes through. Ideally, customer journeys are planned, measured and managed to increase to chances of customers converting or taking the desired next step. 

5. Enhanced Tracking Protection

A privacy technology that is designed to give customers more power over invasive tracking of online activity by blocking requests to tracking domains. 

6. First-party cookie

A first-party cookie is created and stored by the website that customers are visiting directly. It allows site owners to collect customer data, remember language settings, and carry out other useful functions that help provide a good user experience. 


The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information from customers who live in the European Union. 

8. Google Chrome 

A cross-platform web browser developed by Google. 

9. Intelligent Tracking Prevention 

A privacy feature that seeks to protect customers’ online privacy, limiting the way advertisers and site owners can track customers across domains to personalize content and advertise goods and services.  

10. Internet Explorer

A cross-platform web browser developed by Microsoft.

11. Local storage

A property that allows data storage with no expiration date. This means that collected data will not be deleted when a browser is closed, but will be available the next day, week, or even year. 

12. Marketing Measurement

Marketing measurement either speaks to the act of measuring something, or the data that results from measuring something. A marketing measurement may provide limited value until it’s combined with other measurements to form a marketing metric. 

13. Marketing Mix Modelling

Marketing mix modelling (MMM) calculates the impact of marketing campaigns by using statistical analysis such as multivariate regressions on sales to estimate the impact of various marketing tactics. From there, marketers can forecast the impact of future sets of tactics. 

14. Marketing touchpoints 

Customer interactions with your brand over the course of their buyer journey. Mapping touchpoints across the buyer journey will help your brand provide the right user experience for customers across channels. 

15. Mozilla Firefox

A free, open-source web browser developed by the Mozilla Foundation and its subsidiary, the Mozilla Corporation. 

16. Multi-touch Attribution

The process of assigning value to where a customer has been (e.g. channels, touchpoints) across multiple channels.

17. Safari

A graphical web browser developed by Apple. 

18. Third-party cookie

A third-party cookie is set by a website other than the one a customer is currently on (see: first-party cookie). For example, the “like” button on a website will store a cookie on a visitor’s computer. Later, that cookie can be accessed by Facebook to identify visitors and see which websites he/she visited. 

19. Unified Attribution Modeling

Marketing measurement that combines multi-touch attribution (MTA) and marketing mix modelling (MMM) to assign business value to all tactical and strategic factors that may influence results – across the entire customer journey. This includes on- and offline media channels, as well as other internal and external factors of influence. A unified attribution and optimization solution generates fast and actionable insights timely enough to adjust live campaigns.

Interested to know more about the Cookieless future and its impact on marketing measurements?