The data you could be missing out on
Actually, research in 2011 showed that in a month, around 28% of Australian web users delete their first-party cookies (the type used by Google Analytics) and the rate was even higher for third-party cookies.(2) Deleting is pretty much as good as not accepting the cookie as far as accurate tracking is concerned. Since then, there have been regulatory impositions, such as the 2011 introduction of the European Union’s ‘e-privacy directive’, bringing the issue of consent more into the open and giving powers to users.
Loves Data’s Open Source solution: cookieless
Loves Data has developed a PHP solution to do this for you, provided your website supports PHP scripts. Just visit the Github repository and install the code on your site (or ask your web developers to do so for you). The file /track/config.php just needs some minimal changes for your configuration, such as the directory on your website where the solution will sit and, of course, your Google Analytics property id. As a bonus, the script can even send hits into your own MySQL database – just uncomment and modify the four lines in the config.php file accordingly!
A few things to keep in mind
- Legal: make sure that you do not fall foul of the law. Naturally, we are not in a position to provide you with legal advice, but for our Australian visitors, the Office of the Australian Information Commissioner has excellent advice on their website (and, by the way, if you do visit their site, you might be interested to know that they they are tracking you using Google Analytics!)
We’d love you hear your views, and your success stories if you have deployed this solution. Tell us in the comments below.
1 Source: trends.builtwith.com/analytics/Google-Analytics, May 2015
2 Source: ‘The Impact of Cookie Deletion on Site-Server and Ad-Server Metrics in Australia’, comScore Inc., 2011