Definition

First-party cookies are a small text file created by the website a visitor is currently on and is stored in the user’s browser. They help websites remember user preferences, login details, and browsing behaviour to improve the overall user experience.

Examples of First-Party Cookies

1. Login Authentication – Websites use them to keep users logged in during a session.

2. Shopping Cart Persistence – E-commerce sites store items in a visitor’s shopping cart even if they navigate away.

3. Language and Preferences – Sites remember a user’s language preference and display settings for future visits.

4. Analytics Tracking – They help website owners collect behavioural data on their own domain.

Benefits of First-Party Cookies vs. Third-Party Cookies

Unlike third-party cookies, which are set by external domains (such as advertisers and tracking platforms), first-party cookies offer several advantages:

• Privacy Compliance – They comply with GDPR and other privacy laws more easily as they are set by the website owner.

• Improved Accuracy – Since they are not blocked by browsers like Safari or Firefox, they provide more reliable tracking data.

• Enhanced Security – They reduce the risk of cross-site tracking and data leakage.

• Better User Experience – They help personalise website interactions without relying on external trackers.

Reducing Third-Party Cookie Dependence with Server-Side Google Tag Manager (sGTM)

Traditional Google Tag Manager (GTM) implementations rely on third-party cookies because data is sent directly to Google and other external tracking platforms from the user’s browser. This can result in data being blocked or restricted by privacy-focused browsers and regulations.

Server-side Google Tag Manager (sGTM) allows organisations to handle tracking requests within their own domain rather than relying on third-party scripts. This means:

• First-Party Data Collection – Google Analytics and other tracking tools can run through the organisation’s server, removing the need for third-party cookies.

• Greater Control Over Data – Businesses can filter, modify, and control what data is sent to third-party vendors.

• Extended Cookie Lifespan – Many browsers restrict third-party cookies, but cookies set on your own domain  via sGTM have a longer retention period.

• Improved Page Performance – Reducing client-side scripts leads to faster load times and better user experience.

• Better Privacy Compliance – Organisations can manage tracking in a privacy-conscious manner, reducing the risk of data breaches and non-compliance.

By implementing server-side GTM, businesses can future-proof their tracking strategy, ensure compliance, and maintain high-quality analytics data while reducing reliance on third-party cookies.

To view and edit cookies in Chrome download the Editthiscookie.com browser extension.

Resources:

Server-Side GTM – How to migrate to server-side GTM using Stape.io

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tool should you choose?

Credit:

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