First party data alternatives for form builders
As Google plans to phase out third-party cookies by the second half of 2024, the world of data collection is holding its breath. For form builders, the rise of privacy concerns prompted by regulations like CCPA and GDPR and the move from major browsers and providers like Apple and Safari and away from third-party cookies signal the need for a shift in strategy.
Now is the moment to formulate contingency plans and experiment with novel strategies and alternative tracking method like cookies from first party data. Transform this setback into an opportunity in your data collection strategy with this guide.
Form builders heavily reliant on third party cookies for tracking user behavior, conversions, and analytics are now grappling with how to address the resulting gap. We’re – breaking – it – down – for – you.
Drop the cookies
| Lose This | Use This |
| Cross-site data sharing across different websites can enable an interconnected online experience, but third-party cookies are often used for integrating forms with external services and platforms. | Implement direct API integrations or webhooks between websites, enables secure and controlled data sharing without relying on third-party cookies. Utilize standardized protocols for data interchange. |
| Ad targeting strategies are often fueled by third party cookies because these practices allows advertisers to track user behavior across various websites for targeted advertising. | Shift towards contextual advertising, make assumptions about their interests based on the content the interact with on your website. This lets you use first party data for targeted advertising. Explore partnerships with platforms that support privacy-compliant targeting without relying on third-party cookies. |
| Referral conversion tracking can be instrumental in tracking form submissions and conversions but rely on third-party cookies for measuring the success of campaigns and referrals across different platforms. | Use first party cookies or server-side tracking to monitor form submissions and conversions. Implement analytics tools that rely on first party data for measuring campaign success across different platforms. |
| Cross-device tracking contributes to a seamless experience as users switch between devices. Third-party cookies can aid in maintaining consistency in the form-filling process across platforms. | Adopt user account-based tracking, where users log in to an account that spans multiple devices. Explore device fingerprinting or privacy-aware technologies that provide cross-device tracking without relying on third-party cookies. |
What can be gained by embracing cookies from first party data?
Leaning into first party data cookies, predictive analytics, and contextual marketing can help close the gap. In a cookieless future, strategic data collection becomes pivotal. You can obtain consent, you can use AI ML for predictive analytics based on historic data of user behavior, you can also use contextual marketing to make assumptions about buyer intent. Proactively adopting new data collection strategies and implementing transparent consent mechanisms, builds trust with customers and prospects and encourages user engagement.
Relationship building instead of snooping
The opportunity here is to try other forms of marketing that build direct relationships with users based on consent. While personalized experiences are not as easy to create,m here are some strategies to keep the experience feeling custom.
Embracing first party data
Ask first – collect second
Directly collect user information with explicit consent, building direct relationships with audiences while respecting privacy boundaries. Privacy-friendly approaches to personalization rely on first party data, contextual information, or user accounts while respecting privacy preferences.
Use approved first party data cookie-collection methods
- User session management: Often used for managing user sessions on a website. First party data cookies store session information to associate data entered during form-filling with the correct user.
- Form progress tracking: First party data cookies are used to track the progress of users through multi-step forms, enabling them to save progress and resume later.
- Personalization: Cookies store user preferences and behaviors for personalizing the form experience based on past interactions on the site. First party cookies are commonly employed for this purpose.
- Analytics and tracking: Used for tracking user behavior, form submissions, and analytics across a site. First party cookies are common for gathering website analytics and improving user experience.
- Security and authentication: First party data cookies are used for secure user authentication and single sign-on (SSO) systems within a specific website or domain.
Leveraging advanced technologies
Explore the role of AI and ML in enhancing the value of first party data with predictive analytics. Machine learning can study historic user behavior and buying signals to create algorithms that make assumptions (predictive analytics) about a person’s intent without having to track them across the web and violate their privacy.
Collaboration and industry standards
While a cookieless future presents challenges, form builders can use this as an opportunity to innovate and redefine data collection strategies and standardize new practices. Trust is the new digital currency, and it comes with the standard of clear consent communication, ethical data handling, and aligning with user preferences. The world is moving to a customer-centric place and embracing first party data is just that – more than a response to regulations but a move to centering respect for the end user.
Invest in the future. FormAssembly data collection platform is always one step ahead, whether it’s compliance or cookies. Book a demo and one of our experts walk you through what data collection could look like for you.
