As we get closer and closer to a cookieless future, you’ll need to find a reliable cookieless tracking solution in order to keep your analytics sharp and your users’ privacy intact.
Let’s talk about top cookieless tracking solutions and how to pick the right one for your needs.
Top cookieless tracking methods
Cookieless tracking, or cookieless analytics, replaces cookies with alternative technology and processes designed to enable compliance with privacy regulations while providing actionable insights.
Each of the many approaches removes or reduces the need for third-party cookies while still capturing the data you need to measure traffic and conversions.
Server-side tracking
Server-side tracking moves the data collection process from the user’s browser to your own server. Doing so limits the risk of data loss from ad blockers and browser settings restrictions, and gives you full control over what data you collect, based on what permissions, and how you process it.
Read more about server-side tracking and tagging and learn how they will impact the future of consent
Probabilistic tracking
Probabilistic tracking uses patterns in user behavior — like device type, location, and browsing habits — to stitch together sessions without relying on cookies. While it isn’t 100% accurate, it offers a reasonable trade-off between privacy and insight when deterministic identifiers like names and email addresses aren’t available.
Fingerprinting
Fingerprinting combines attributes such as screen resolution, browser version, and installed fonts to create a unique identifier. It can work without cookies but it does come with privacy concerns and may conflict with emerging regulations if used without user consent.
First-party data collection
First-party data collection means gathering information directly from your own website or app, such as through login forms, user accounts, or onsite surveys. Since this data comes straight from visitors who have opted in, it’s both highly reliable and privacy-friendly.
Read more about the differences among zero-, first-, second-, and third-party data.
Privacy-focused APIs
Privacy-focused Application Programming Interfaces (APIs) like Google’s Privacy Sandbox and browser APIs, such as Privacy Proxy, are designed to help advertisers and analytics platforms measure conversions without exposing individual user data.
These standards are evolving, but they look towards a cookieless future that balances measurement needs and user privacy.
Our top picks for cookieless tracking solutions
Here’s a brief overview that summarizes how each tool compares.
| Company name | Key features | Pricing |
|---|---|---|
| Google Analytics 4 | Tracks interactions via an event-based model, builds AI-driven audiences, and integrates with Google Ads and BigQuery | Free (up to 10 M events/mo) Analytics 360 enterprise from USD 50,000/yr |
| Simple Analytics | Collects only aggregate metrics with a <1 KB script and displays live visitor counts in a simple dashboard | Free for up to 5 domains Paid plans start at USD 15/mo |
| Twipla | Captures 100% of traffic without cookies, offers heatmaps and session replays, and supports custom event segmentation | 30‑day free trial Plans start at USD 2.39/mo |
| Matomo | Provides self-hosted or EU-based cloud analytics with plugin extensions and built-in IP anonymization and retention controls | Self‑hosted is free Cloud plans from EUR 22/mo |
| Fathom | Loads a <4 KB cookie-free script to deliver real-time pageview and goal metrics while filtering out bots | 14‑day free trial Plans start at EUR 39/mo |
| Ruler Analytics | Delivers multi-touch attribution, real-time revenue reporting, and AI-driven marketing insights | No trial Plans start at GBP 179/mo |
| Plausible | Installs a lightweight script to track pageviews, goals, and UTM campaigns without cookies, with easy Docker and CMS integration | 30‑day free trial Plans start at EUR 9/mo |
| Piwik PRO | Combines tag and consent management with advanced segmentation, available on-premises or in the cloud | Free core plan Enterprise from EUR 10,995/yr |
| SealMetrics | Aggregates traffic sources in real time, automates GDPR/CCPA compliance, and provides multi-domain analytics without cookies | Free tier available Paid plans up to EUR 199/mo, includes a free trial |
| Red Track | Unifies cross-channel ad and affiliate tracking with AI-powered optimization and 200+ native integrations | 30‑day free trial DTC plans start free Affiliate plans from EUR 1,490/mo |
| Swetrix | Provides real-time cookieless visitor and event analytics with automatic IP anonymization and API access | 14‑day free trial Plans start at EUR 5/mo |
| MetricsFlow | Builds cross-device visitor profiles with AI-driven analytics and delivers insights directly into your CRM without cookies | No trial Custom pricing on request |
12 top cookieless tracking solutions
Sorting through the many cookie solutions on the market can feel overwhelming. Many cookieless analytics platforms offer similar features, use technical terminology, or reference regulations that may not apply to your company.
To simplify your decision-making process, we’ve compared 12 of the most widely recognized cookieless tracking solutions below.
For each platform, we outline key features, potential areas for improvement, and pricing.
Google Analytics 4
Google Analytics 4 (GA4) is designed to work in a cookieless environment. It reduces reliance on third-party cookies by using first-party cookies, machine learning, and event-based tracking. This means GA4 can collect meaningful user data even when cookies are limited or users decline them.
Google’s predictive metrics, such as purchase probability and churn probability, help marketers prioritize high value audiences without needing third‑party cookies. Plus, its integration with BigQuery enables raw data exports, granting analysts full query flexibility.
However, the setup can be time‑consuming: configuring events, funnels, and custom dimensions often requires developer support. Many users struggle with a lack of user-friendliness in GA4.
Key features
- Flexible event-based data model
- Predictive audiences powered by AI
- Seamless Google Ads and BigQuery integration
Pricing options
- limit, but data collection stops once the limit is reached)
- Analytics 360 offers custom enterprise pricing (starts at USD 50,000/year)
| Pros | Cons |
| Unmatched integration within the Google ecosystem | Steep learning curve, especially for non-technical users |
| Free and scalable for most users | Limited historical data retention (max. 14 months) |
| Cross-platform (web + app) tracking in a single property | Limited integrations compared to some analytics tools |
Simple Analytics
Simple Analytics brands itself as the privacy-first Google Analytics alternative. This solution delivers truly cookieless metrics by tracking only aggregate pageviews and referrers, never personal identifiers. Its main dashboard is built for speed and simplicity, typically loading in under 100ms, and setup requires just a single script tag.
That simplicity extends to the feature set. Marketers get daily email reports and live visitor counts, but because it is not collecting personally identifiable information (PII), there are no user paths, cohorts, or advanced filters. Integrations are limited to Slack and Webhooks, so connecting to business intelligence (BI) tools requires middleware or custom solutions.
Key features
- Zero personal data collection (in line with GDPR/CCPA compliance requirements)
- Lightning fast lightweight script (<1 KB)
- Plain language dashboard with live counters
Pricing options
- Free plan for one user and up to five domains, limited to one month of historical data
- Simple plan starting at USD 15/month for one user, up to 10 sites, and three years of retention days
- Team plan starting at USD 40/month for up to two users, up to 20 sites, and five years of retention days
- Enterprise plan starting at USD 750/month for custom users and domains
| Pros | Cons |
| Guaranteed privacy compliance due to no personal data being collected | Limited integrations beyond Slack and Webhooks |
| A simple and clear dashboard designed for quick insights | Dashboard may be too minimal for advanced analytics needs |
| Lightweight script with minimal performance impact | Unique visitor counts are less detailed due to lack of user tracking |
Twipla
Twipla is a cookieless solution that blends cookieless tracking and privacy-first analytics. It’s ideal for publishers who need audience cohorts without cookies. Media companies use its API to track custom events and integrate with external systems. However, it doesn’t offer built-in support for connecting CRM data or importing ad metrics.
The analytics console includes heatmap overlays, scroll-depth tracking, and session replays. While it doesn’t offer built-in audience churn predictions, you can access engagement and drop-off insights through funnels and behavior analytics.
It’s worth noting that the Twipla onboarding process typically involves mapping existing data layers and setting up custom events. Depending on data complexity, this process can take anywhere from a few days to several weeks.
Key features
- Cookieless, privacy-first analytics with 100 percent traffic visibility
- Behavior analytics suite includes heatmaps, session replays, and conversion funnels
- Custom event tracking and advanced segmentation
Pricing options
- 30-day free trial available
- Five pricing plans ranging from USD 2.39/month (for 500 monthly page views and 100 monthly events tracked) to USD 31.99/month (for 50,000 monthly page views and 4,000 monthly events tracked)
- Higher traffic thresholds require custom pricing
| Pros | Cons |
| Captures all visitor data without requiring consent, which supports compliance with global privacy laws | Lacks some advanced integrations (e.g. no native Looker Studio or attribution modeling) |
| Combines multiple analytics and feedback tools in one platform, reducing the need for separate subscriptions | May require technical setup for custom event tracking |
| Flexible privacy modes can adapt to different regulatory requirements |
Matomo
Matomo (formerly Piwik) is an open-source analytics platform that can be either self- or cloud-hosted. For organizations that prioritize data control, like EU-based or government sites, self-hosting enables full control over server location, while the cloud option offers EU-based hosting to support regional compliance needs.
Although data residency isn’t strictly guaranteed, both options provide flexibility to align with privacy requirements.
This cookieless solution also supports additional features through its plugin marketplace, including heatmaps, session recordings, and A/B testing.
However, self-hosted users are responsible for managing server maintenance, PHP, and database updates, while cloud-hosted users are not.
Key features
- Full data ownership and EU hosting options
- Numerous plugin options
- Configurable privacy settings (IP anonymization, data retention)
Pricing options
- On-premise pricing is free forever
- Paid options include a free trial
- Cloud business pricing starts at EUR 22/month for 50,000 hits per month and goes up to EUR 822/month for five million hits per month
- Enterprise custom pricing available
| Pros | Cons |
| No need for cookie consent banners | Requires technical knowledge for setup and configuration |
| Highly customizable to suit specific business needs | |
| Provides complete data ownership |
Fathom
Fathom delivers privacy-compliant metrics within minutes using a single JavaScript snippet under 4 KB. It tracks only essential data — pageviews, referrers, and goals — while anonymizing all IP addresses to protect user privacy.
The dashboards also update in real time, providing quick insights. However, the platform lacks built-in A/B testing and cohort analysis. Integrations with Zapier and Segment extend its functionality.
Its simplified reporting suits marketing teams looking for fast, straightforward metrics, but may be less useful for data scientists requiring deeper analysis.
Key features
- Simple setup that prioritizes privacy by design
- Real-time visitor and goal tracking
- Enables GDPR, CCPA, PECR, and LGPD compliance
Pricing options
- Free 14-day trial available
- Pricing starts at EUR 39/month for one company
- Prices go up to EUR 575/month for up to 50 companies
| Pros | Cons |
| Fathom’s lightweight, cookie-free script loads fast and bypasses most ad blockers for accurate data | Lacks advanced audience segmentation and multi-step funnel reporting for deep analysis |
| Data is automatically filtered to show only human visitors, which improves accuracy | Limited direct integrations beyond Zapier and Segment restrict marketing automation options |
| Offers real-time metrics with instant filtering and forever data retention | Dashboard customization and data visualization options are basic compared to competitors |
Ruler Analytics
Ruler Analytics is an attribution without cookies platform that integrates deterministic tracking, probabilistic tracking, and marketing mix modeling (MMM) to deliver detailed insights into user behavior and marketing effectiveness.
By leveraging machine learning for probabilistic attribution, it accurately identifies how each marketing channel contributes to conversions, helping businesses make data-driven decisions and optimize their budget allocation.
This tool is especially valuable for companies with complex marketing ecosystems, as it fairly assigns credit across multiple touchpoints. This enables a clearer view of overall marketing performance, enabling businesses to refine their strategies with better awareness. However, some reviews mention that setup may require some specialized expertise.
Key features
- Multi-touch attribution with flexible models
- Real-time revenue attribution reporting
- AI-powered insights and predictive analytics
Pricing options
- Small business plan is GBP 179/month for up to 5,000 monthly visits
- Medium business plan is GBP 584/month for up to 50,000 monthly visits
- Large business plan is GBP 999/month for up to 100,000 monthly visits
- Advanced/Enterprise pricing is custom for 200,000+ monthly visits
| Pros | Cons |
| Connects offline and online conversions seamlessly | No free trial |
| Provides detailed, actionable marketing ROI insights | Pricing may be high for smaller businesses |
| AI agents surface hidden trends and optimize campaigns | Setup requires CRM and Google Tag Manager knowledge |
Plausible
Plausible’s open-source core offers a lightweight script that only tracks pageviews, goals, and UTM campaigns. It integrates with popular static-site generators and supports self‑hosting via Docker.
On the cloud-hosted service, data retention is unlimited for paying subscribers, and there is no default 12-month limit. Self-hosted users control their own data retention. However, there’s no user profiling, making it unsuitable for personalization but ideal for compliance-first reporting
Key features
- Lightweight, privacy-first analytics script
- Cookieless tracking for GDPR, CCPA, and PECR compliance
- Easy integration with static-site generators and CMSs
Pricing options
- Free trial available
- Three pricing tiers available: Growth, Business, and Enterprise
- Prices start at EUR 9/month up to EUR 339/month
| Pros | Cons |
| No cookie banners required due to cookieless design | No event-based or custom property tracking |
| Transparent, open development with an active community | Limited segmentation compared to enterprise analytics platforms |
| Simple, modern UI for fast insights |
Piwik PRO
Piwik PRO is built as an enterprise suite, including analytics, a tag manager, consent manager, and customer data platform in one. In cookieless mode, it uses browser storage and server-side APIs to capture events.
Clients benefit from SLAs, dedicated support and on-premises deployment options. The interface includes customizable dashboards, funnel reports, user flow visualizations, and advanced event tracking to help teams analyze and optimize user behavior.
Key features
- Unified tag and consent management with automated privacy compliance
- Advanced segmentation and granular user journey analysis
- Customizable dashboards and multi-channel attribution reporting
- Seamless integrations with BI, CRM, and marketing platforms
Pricing options
- Core plan is free
- Enterprise plan starts at EUR 10,995/year
| Pros | Cons |
| Highly customizable to fit complex enterprise requirements | Advanced features require a learning curve for new users |
| Full data ownership and strong privacy controls | Some features in the free plan expire after a six-month trial |
| Dedicated onboarding and responsive customer support | Some integrations may require technical expertise |
SealMetrics
SealMetrics is a privacy-first web analytics platform designed for businesses seeking accurate, cookieless tracking and compliance with privacy regulations like the GDPR and CCPA.
By capturing first-party data directly on your server, SealMetrics eliminates reliance on third-party cookies and browser scripts, supporting robust analytics even as browser privacy restrictions increase.
The platform excels at real-time, source-aggregated reporting, helping marketers to understand user journeys, optimize conversions, and map custom sales funnels with ease.
Key features
- Real-time, source-aggregated traffic and conversion reporting
- Privacy compliance automation (GDPR, CCPA, etc.)
- Multi-domain and cross-site analytics
- Simple integration with marketing and ad platforms
Pricing options
- Free trial available
- Free plan available for smaller websites with one domain and one user
- Pricing goes up to EUR 199/month
- SealMetrics also offers custom pricing options
| Pros | Cons |
| Data ownership stays with your business | Lacks some advanced segmentation found in enterprise analytics suites |
| Fast setup with minimal code required | Limited integrations with niche third-party tools |
| Free plan allows unlimited traffic, which is handy for small businesses | Fewer built-in visualization options than some competitors |
RedTrack
RedTrack is a tracking and analytics platform for performance marketers, affiliates, and agencies. It consolidates data from paid, affiliate, and influencer campaigns into one dashboard that covers over 200 channels.
Using server-side and cookieless tracking, RedTrack enables accurate attribution while also enabling clients to stay compliant with privacy rules and browser changes. Users get real-time analytics, customizable reports, and automation tools to optimize performance.
This cookieless solution also offers collaboration features like permission controls and branded partner portals for affiliate management.
Key features
- Cross-channel ad and affiliate tracking with real-time analytics
- AI-powered attribution and automated optimization rules
- Direct API integrations with 200+ ad networks, ecommerce, and CRM platforms
- Cookieless, server-side tracking for privacy compliance
Pricing options
- Free trial available
- Two different types of pricing: Affiliates and Ecom & DTC
- Affiliates starts at EUR 1,490/month, Ecom & DTC prices start at EUR 0/month
- Custom pricing is available
| Pros | Cons |
| Unifies campaign tracking across paid, affiliate, and influencer channels | Advanced features may require a learning curve for non-technical users |
| Powerful automation and AI-driven optimization save time and reduce costs | Higher priced tiers are needed for large teams or high event volumes |
| Seamless integration with ecommerce and CRM platforms |
Swetrix
Swetrix is a privacy-first, fully cookieless analytics platform that uses first-party data and server-side processing. Its live dashboard shows real-time visitor counts and goal completions without compromising user privacy.
Swetrix supports privacy compliance with automatic IP anonymization and requires no cookie consent banners. While it offers basic funnels and cohort analysis, its features and integrations are more limited compared to enterprise analytics suites.
Key features
- Real-time, cookieless analytics with instant visitor and event tracking
- Built-in privacy compliance with automatic IP anonymization and no need for cookie banners
- Customizable dashboards and API access for event tracking and data exports
Pricing options
- 14-day free trial available
- Pricing starts at EUR 5/month for up to 10,000 visits/month
- Price goes up to EUR 150/month for up to 10,000,000 visits/month
| Pros | Cons |
| Fast data processing with near real-time insights | Limited native integrations beyond basic platforms like Google Tag Manager |
| Fully cookieless and privacy-first, which supports GDPR compliance without user consent prompts | Advanced features like funnels and cohort analysis are basic compared to enterprise tools |
| Lightweight tracking script that does not slow down website performance |
MetricsFlow
MetricsFlow is a cookieless analytics and attribution platform, designed to provide enterprise marketing teams with privacy-first visitor tracking and actionable insights. It uses proprietary AI to collect over 40 data points per visitor and creates unique cross-device and cross-platform identities without using cookies or storing anything on a visitor’s browser.
MetricsFlow also integrates with tools like Salesforce CRM for prompt data delivery and reporting.
It’s worth noting that the platform does not require traditional Extract, Transform, Load (ETL) connector setup or direct warehouse credentials as part of its core workflow.
Key features
- Cookieless, privacy-compliant visitor analytics
- Cross-device and cross-platform identity resolution
- CRM integration for actionable reporting
- No impact from anti-tracking or cookie-detection software
Pricing options
MetricsFlow does not provide any pricing information on its website, but you can request a demo.
| Pros | Cons |
| Enterprise-grade data reliability and privacy | Pricing isn’t transparent |
| Seamless integration with CRM and marketing tools | Primarily targeted at marketing and analytics teams, not general data engineering |
| Captures 100% of visitor data without loss or duplication |
How to implement cookieless tracking
Before diving into a cookieless solution, you’ll need a clear understanding of your current data collection processes and technology stack. This context is important for aligning implementation with your infrastructure and privacy requirements.
Here’s how to implement cookieless tracking:
- Audit your existing analytics setup by mapping all tags, cookies and third-party scripts.
- Review consent banner configurations and data retention policies.
- Select an appropriate method, such as server-side tagging, first-party tagging, or a privacy API.
- Deploy and configure required scripts, set up endpoints and authentication, and define custom events (form submits, video plays, etc.)
- Validate and reconcile your data. Do this by running test scenarios and comparing against legacy analytics.
- Check pageview, goal, and conversion counts for consistency, and adjust tag firing rules or API mappings as needed.
- Monitor and optimize. Set up alerts for drops or spikes in key metrics, regularly review consent rates, and update settings.
How to choose the right cookieless tracking solution
Choosing a cookieless tracking platform involves aligning your organization’s requirements with a solution’s strengths. Rather than starting with vendor names, focus on the criteria that matter most.
Start with technical fit
Quantify your development and infrastructure capacity, and assess the level of complexity you need to account for, whether a simple script integration will suffice or if you need a server-side implementation.
Outline your compliance needs
Determine requirements around data residency and consent management. Verify that the platform you choose supports anonymization and aligns with your data retention policies.
Clarify integration requirements
List the connectors you rely on — such as advertising platforms, CRMs, or data warehouses — and verify whether the platform offers APIs or ETL capabilities to support custom workflows.
Define your budget parameters
Decide whether a flat-rate or usage-based pricing model works better for you. Then, forecast costs based on projected event or pageview volumes to avoid surprises.
Know your reporting goals
Consider what level of analysis you need, from real-time dashboards to funnels or cohort reporting. If advanced features like session replay, A/B testing, or predictive metrics are important, prioritize platforms that support them.