Glossary · Mesurer proprement

Cookieless measurement

Cookieless measurement means identifying a conversion's origin through the link taken and through server-to-server exchanges, rather than through a file dropped in the visitor's browser. The information travels in the address, not in the person's machine.

Cookies, consentement, serveur : mesurer la campagne sans pister la personne. The forty terms of the trade

What it is for

It survives what breaks classic measurement: browsers that block, ad blockers, apps that open links in their own window. It also changes the nature of what is measured — a campaign instead of a person — which is simpler to explain and simpler to defend.

How it works

The link carries a unique identifier; the destination receives it; the conversion is declared to the server with that identifier. Three steps, none depending on the browser. In exchange, anything that did not start with a tracked click stays invisible — and must be shown as unattributed.

The classic mistake

Presenting it as exhaustive measurement. It is no more complete than the other: it is more robust and more honest about what it does not know. A tool promising 100% attribution without cookies is promising something impossible.

Third-party cookie

Three steps, none in the browser

The link

It carries a unique identifier. The address does the transporting.

The destination

It receives the identifier as the visitor arrives.

The server

It declares the conversion with that identifier. No browser involved.

The third step, in detail

What Subtraq does with it

It is the product's stance: the thread starts at the link, and sales only arrive through the server. No IP address kept, no device fingerprint — what the tool collects is written on the security page, and what it does not know is shown as unattributed.