Glossary · Mesurer proprement
First-party data
First-party data is data a company collects itself, on its own surfaces and from its own customers: orders, addresses left in a form, clicks on its links. What defines it is where the collection happened, never the nature of the information.
Cookies, consentement, serveur : mesurer la campagne sans pister la personne. The forty terms of the trade
What it is for
It is what remains when third-party cookies go out. Data gathered by yourself depends on no browser, no ad network and no resale contract: it survives other people's decisions. And because you know where it came from, you can tell the person what you do with it — which is exactly what GDPR asks.
How it is told apart
By the relationship between whoever collects and the person, not by the channel used. First party: you and your customers, directly. Second party: a partner's first-party data, passed on to you. Third party: data aggregated then resold by a broker, about people you know nothing of.
The classic mistake
Believing it is exempt from GDPR because it is “yours”. Where the data came from does not choose your legal basis for you, does not remove the information you owe or the right to erasure: it only makes those obligations workable, because you finally know what data you hold and why.
The question that comes up in every audit
If the data is ours, does GDPR still apply?
It applies exactly the same. What changes is that you can finally answer it.
Data you collected has a known origin, a written purpose and a date. Bought data has none of the three.
What Subtraq does with it
What Subtraq records is first-party by construction: clicks on your links, served by your domain, and sales declared by your server. No IP address kept, no device fingerprint, no third-party cookie — what is collected is written on the security page.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
Third-party cookie
Read the definition →Consent
Read the definition →Cookieless measurement
Read the definition →Security and GDPR
Open the page →A respectful alternative to Google Analytics
Open the page →« First-party data », une fois posé sur de vraies ventes
Measuring a campaign does not require tracking a person. What the tool collects, what it refuses to collect, and who is responsible for what: the security page says it plainly.
Read the security page