Mastering First-Party Data Strategies for a Cookieless Future in Marketing

The marketing world is rapidly changing. With third-party cookies disappearing by 2025–26, marketers face a new challenge: how to track, understand, and engage customers without relying on these traditional tools. The solution lies in first-party data. This data, collected directly from customers, offers a privacy-friendly way to build meaningful connections and deliver personalized experiences. This post explores how marketers can win in a cookieless, privacy-first future by focusing on first-party data strategies, including tracking changes, server-side tracking, CRM, segmentation, and retention campaigns.

Customer data analytics dashboard highlighting first-party data trends

Understanding the Shift Away from Third-Party Cookies

Third-party cookies have long been the backbone of online tracking, enabling marketers to follow users across websites and deliver targeted ads. Privacy concerns and regulations like GDPR and CCPA have pushed browsers to phase out these cookies. Google plans to end support for third-party cookies in Chrome by late 2024, accelerating this shift.

Without third-party cookies, marketers lose access to broad tracking capabilities. This change means relying on first-party data—information collected directly from users through interactions on your website, app, or other owned channels. First-party data is more accurate, privacy-compliant, and valuable for building trust with customers.

Tracking Changes and Server-Side Tracking

With client-side tracking (using browser cookies) becoming less reliable, server-side tracking is gaining importance. Server-side tracking moves data collection from the user's browser to the company’s server, reducing data loss caused by browser restrictions or ad blockers.

Benefits of server-side tracking include:

• Improved data accuracy and completeness

• Better control over data privacy and security

• Ability to collect data even when cookies are blocked

  
  

For example, an e-commerce site can track user actions like product views, cart additions, and purchases directly on its server. This data feeds into marketing systems without relying on browser cookies, ensuring marketers still get rich insights.

Using CRM Systems to Harness First-Party Data

Customer Relationship Management (CRM) systems are essential tools for managing first-party data. They store detailed customer profiles, purchase histories, preferences, and interactions. Marketers can use CRM data to create personalized campaigns that resonate with individual customers.

Key CRM strategies include:

• Collecting data through sign-ups, purchases, and customer service interactions

• Integrating CRM with website and app data for a unified customer view

• Using CRM insights to tailor messaging and offers

  
  

For instance, a subscription service can use CRM data to identify customers who haven’t renewed and send targeted retention offers.

Segmenting Customers for Better Targeting

Segmentation divides customers into groups based on shared characteristics or behaviors. With first-party data, segmentation becomes more precise and actionable.

Common segmentation criteria include:

• Demographics (age, location)

• Purchase behavior (frequency, amount)

• Engagement level (email opens, website visits)

• Preferences and interests

  
  

Segmenting customers allows marketers to send relevant messages that increase engagement and conversions. For example, a retailer might create segments for frequent buyers, occasional shoppers, and inactive customers, then design specific campaigns for each group.

Designing Retention Campaigns with First-Party Data

Retention campaigns focus on keeping existing customers engaged and encouraging repeat purchases. First-party data is invaluable here because it reveals customer behavior and preferences.

Effective retention tactics include:

• Personalized emails based on past purchases

• Loyalty programs rewarding repeat business

• Exclusive offers for long-term customers

• Re-engagement campaigns for inactive users

  
  

A practical example is a beauty brand sending personalized product recommendations and discounts to customers who haven’t purchased in the last three months, using first-party data to tailor the offers.

Marketer reviewing segmented customer lists for targeted retention campaigns

Preparing for the Future

The cookieless future demands a shift in how marketers collect and use data. Building strong first-party data strategies is no longer optional but essential. Marketers should:

• Invest in server-side tracking to maintain data accuracy

• Use CRM systems to centralize and activate customer data

• Segment customers thoughtfully to improve targeting

• Focus on retention campaigns that build loyalty and lifetime value