On October 20th, Firefox will be releasing version 86 of their browser. Along with some other changes and updates, this version will be eliminating URL tracking parameters.
Firefox to remove URL tracking parameters.
This decision is based on privacy concerns, as these parameters can be used to “fingerprint” users and track their online activity. By eliminating these parameters, Firefox hopes to make it more difficult for third-party trackers to collect data about users.
While the change in URL tracking change may present some challenges for marketers, it is also an opportunity to rethink how we approach data collection.
What are URL Tracking Parameters?
URL tracking parameters are elements that are added to the end of a URL in order to track the performance of a campaign. For example, a common tracking parameter is “utm_source.” This parameter allows you to see which traffic source is responsible for bringing visitors to your website. Other common URL tracking parameters include “utm_medium,” “utm_campaign,” and “utm_term.” While these parameters can be useful for tracking the performance of pay-per-click campaigns, they can also be used to collect data about users without their knowledge or consent.
The Challenges of Losing Tracking Parameters.
The loss of URL tracking parameters may present some challenges for marketers, particularly when it comes to attribution. Attribution is the process of determining which touchpoints in a customer’s journey led to a sale or conversion. Without tracking parameters, it may become more difficult to attribute conversions to specific marketing campaigns. However, there are a few different attribution models that marketers can use in order to get an accurate picture of which campaigns are performing well.
One way to overcome the challenge of losing URL tracking parameters is by using first-party cookies. First-party cookies are created by the website that you are visiting and are used to store information about your interactions with that site. These cookies cannot be read by any other website, which means that they are much more private than third-party cookies. First-party cookies can be used for a variety of purposes, including attribution.
You can read more about first-party cookies and attribution here.
Or you can learn more about Google Analytics built-in attribution model here.
While the loss of URL tracking parameters may present some challenges for marketers, it is also an opportunity to rethink how we approach data collection. There are a few different ways that marketers can continue to track the performance of their campaigns, even without URL tracking parameters. By changing to first-party cookies, we can still get an accurate picture of which campaigns are performing well and driving conversions.
Last updated:
On October 20, Firefox will be deleting URL tracking in v86 of their web browser.
By changing to first-party cookies, we can still get an accurate picture of which campaigns are performing well and driving conversions.
To discuss your Digital Marketing and URL Tracking campaign contact Hello Brands today.
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