First-party data refers to all data that a company directly from its own users - for example via your own website, app or internal systems such as a CRM. These include, among others:
- E-mail addresses (e.g. via a form)
- Visiting behaviour (e.g. via Tracking and Website Analytics)
- Purchases, downloads or other Conversions
In contrast to [third party cookies], first party data originates from Not from third-party providersbut are generated from their own sources - often with the help of tools such as Google Analytics, alternative tracking tools or the Google Tag Manager.
With the decline in third-party tracking and increasing data protection requirements, first-party data is becoming the central basis for marketing, personalisation and data-based optimisation. Especially in combination with server-side tracking can be realised even with limited Use of cookies continue to measure meaningfully.
