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2. Implementation and Setup > 17. Alternatives to Cookies

Alternatives to Cookies

While cookies are the most widely used means to identify unique visitors, they are by no means perfect, and a handful of worthy alternatives exist.

Cookies, when properly used, provide a great service to web measurement applications, allowing unique visitors to be tracked from visit to visit and enabling valuable measurements like frequency of visit and lifetime value. Sadly, web site analysts must sometimes do without cookies. There are many reasons for that, such as the following:

  • Some visitors actively and consciously disable cookies in their web browsers due to concerns about their privacy. They are essentially opting out of being measured and tracked.


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