Tracking without cookies: how fingerprinting works - and why it's relevant for you

Cookies were yesterday. Since the GDPR, increasing privacy concerns and the growing prevalence of ad blockers, traditional cookies have reached their limits. But how can you analyse user behaviour? without to store personal data permanently - and without violate data protection guidelines?

Here comes the Fingerprinting comes into play. This method allows you to recognise returning visitors, even if they block cookies. Find out in this article:

• How fingerprinting works
• What opportunities and risks there are
• Why it can be a real alternative to improve your tracking

What is fingerprinting actually?

Imagine that every device that visits your website leaves a unique fingerprint. This fingerprint - or "device fingerprint" - is made up of various technical features together, for example:

• Browser type and version
• Operating system (e.g. Windows, iOS)
• Screen resolution
• Installed fonts or plugins
• Language settings and time zone

Example: You would like to know how often the link to your contact form is clicked on your website. If someone visits your website with an iPhone 13, Chrome browser, screen resolution 1170×2532, Berlin time zone and JavaScript deactivated, a digital profile is created. If a component changes (such as a new plugin), this fingerprint is changed - and can therefore be recognised.

The speciality: Fingerprinting does not require cookies. In theory, explicit consent is therefore not required because no personal data is stored in the form of cookies. However, the issue is legally complex because fingerprinting indirect nevertheless allow conclusions to be drawn about individual persons.

How does fingerprinting work in practice?

We basically distinguish between two main methods:

1. Passive fingerprinting
   Only non-invasive data that your browser automatically discloses, such as operating system, browser version or language settings, is used here.
   • Advantage: Very data protection-friendly, as no active scripts are executed.
   • Disadvantage: The accuracy may be lower because less data is collected.
2. Active fingerprinting
   In the process Targeted scripts to retrieve detailed information:
   • Canvas fingerprinting: A small image is rendered in the background, the display of which allows conclusions to be drawn about hardware or drivers.
   • AudioContext API: Measures how your browser processes audio signals.
   • Battery API: (partially blocked) Queries your battery status.
   ⚠️ Attention: Active methods can identify users without their knowledge and thus violate the GDPR if no consent has been given.

Why is fingerprinting relevant for your tracking?

If you're looking for a new partner for your company or your projects data protection compliant and at the same time precise tracking solution, fingerprinting can be a game changer. Here is a brief overview of the advantages:

• No annoying cookie bannersSince no classic cookies are set, the annoying consent requirement is often omitted.
• Fewer blockages due to adblockersMany browser extensions are aimed at cookie tracking, fingerprinting is often not (yet) blocked.
• Long-term recognitionCookies can be easily deleted, a fingerprint remains relatively stable (until the next relevant device change).

?be Practical example: An e-commerce shop could use fingerprinting to track the behaviour of users from a specific region (e.g. "major cities with iOS devices"). These insights can be used to create targeted marketing campaigns - without to store personal data directly.

The dark side: Risks and limits

As promising as fingerprinting sounds, there are a few things you should be aware of:

1. Data protection grey area
   Anonymous data can also fall within the scope of the GDPR if it can theoretically be assigned to individual persons. Active methods often require consent.
2. Inaccuracy with device changes
   If a user updates their operating system or changes their browser, the fingerprint changes. Recognition then no longer works seamlessly.
3. Acceptance by users
   Privacy tools such as uBlock Origin or Privacy Badger are recognising more and more fingerprinting scripts and blocking them. Users' trust can also dwindle if they learn that they are being tracked without having explicitly authorised it.

How does Trackboxx use fingerprinting responsibly?

We at Trackboxx combine the potential of fingerprinting with Privacy by design. This means:

• Anonymisation: We only record technical characteristics in aggregated form. A direct assignment to persons (e.g. name or e-mail) does not take place.
• Opt-out option: Users can reject fingerprinting at any time. We provide a simple settings page for this purpose.
• Compatibility: Trackboxx also works in areas with particularly strict cookie guidelines (e.g. in the healthcare sector) without any loss of data quality.

This is how you benefit concretely:

• You recognise returning visitors for better conversion optimisation.
• You don't need to worry so much about cookie blockers and browser barriers.
• You adhere to data protection principles by not storing any personal data.

Conclusion: Fingerprinting can revolutionise your tracking - if you do it right

The time when cookie banners and rejected consents destroy your analyses is coming to an end. With Fingerprinting you win Valuable insights about your usage behaviour without using traditional cookies. However, data protection remains a critical issue, as fingerprinting can also be GDPR-relevant.

With Trackboxx we attach importance to Transparency and Data minimisationso you don't have to choose between data protection and data quality. If you want to know more about our passive fingerprinting and our Privacy-by-Design-approaches, contact us or take a look at our other glossary entries!