Privacy aware website tracking

Dear Data-Traveller, please note that this is a Linkedin-Remix.

I posted this content already on Linkedin in December 2021, but I want to make sure it doesn´t get lost in the social network abyss.

For your accessibility-experience and also for our own content backup, we repost the original text here.

Have a look, leave a like if you like it, and join the conversation in the comments if this sparks a thought!

Original Post:

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Weekend side-project next episode in building an event-driven data stack aka the hipster stack

Since a lot of stuff is going on at the moment to implement tracking (LI, CRMs, website,..)

I would share some things I am considering for a privacy aware tracking on the website.

What kind of data is useful for me on the website:

  • content consumption (which blog posts are read)
  • product usage (which packages have been viewed)
  • conversions (who booked an appointment, newsletter subscriptions)
  • which marketing channels drive conversions

Content and product views I can easily cover using the cookieless tracking by elbwalker.

But marketing tracking is a bit more complicated.

When a user does not give consent I don’t save any kind of data in a cookie (or local storage) and the marketing data has to be as generic as possible.

With no consent I simply just add a generic marketing string to the CTA actions (hidden form for newsletter, Calendly link) containing source, campaign info. By that I can attribute these conversions to campaigns.

With consent I just save the campaign information in local storage, so I could reuse the next time the user comes back for really basic attribution.

That is my basic approach to privacy aware website tracking.

What do you think? Do you have different approaches?