Platform
Identity Service: First-party cookie solution
Cassie Identity Service allows clients to compliantly retain the correct identity of returning visitors even if the browser enables privacy settings and removes cookies. Collect and attribute accurate data from returning visitors to optimize campaigns and improve the user experience.
The impacts of privacy browsers on analytics, UX and ROI
Privacy browser functionality like ITP (Intelligent Tracking Prevention) have a significant impact on businesses web traffic, user experiences and attribution. By removing third-party cookies, these privacy features aim to enhance user privacy by limiting cross-site tracking of browsing activity. However, they also impede legitimate tracking and analytics.
Poor experiences
Repeat cookie banner pop ups cause consent fatigue and increased opt-outs
Incorrect attribution
Wiped cookies means repeat traffic is incorrectly attributed as direct, rather than the original source
Lost revenue
If you don’t know where leads or conversions are coming from, you can’t make strategic decisions
Accurately identify up to 35% more web traffic with Cassie’s Identity Service
Cassie’s Identity Service assigns each visitor to your site a unique identifier and creates a record of the consent provided for each cookie loaded to that user’s browser.
When that individual visits the site again, Cassie first-party cookie solution recognizes the visitor based on their unique identifier and regenerates the cookies that internet browsers and privacy features like Intelligent Tracking Prevention (ITP) have deleted.
Use this valuable insight gathered across multiple engagement points to accurately attribute website traffic and marketing campaigns so that you can make more informed, data-driven decisions.
Balance privacy with innovation
Compliantly store the original record of consent, honoring user preferences whilst improving their overall experience with personalization.
Improve attribution and conversion
Ensure your channel revenue is allocated correctly with accurate reporting on the origins of your website traffic between new and returning visitors.
Optimize campaign spend and planning
Correctly identifying returning visitors means being able to serve them more relevant incentives, adverts and content.
Top 10 reasons why Cassie’s Identity Service will change:
- Your reporting and attribution
- Your tracking and analysis
- User frustration with consent fatigue and poor user experience
“Cookies are not evil. Really, I mean it – they aren’t. Yet, they are vilified while paid alternatives that essentially serve the same purpose are somehow seen as superior. The impetus of this problem is a lack of consumer consent. By giving users control of their consent preferences, businesses are creating opportunities for customers to share the data they’re comfortable with, which ultimately leads to trust and brand loyalty.”
Nicky Watson – Founder and Chief Architect (Cassie)
Respect user consent whilst identifying returning visitors
If browser tracking prevents attempts to remove a user’s consented cookies, Cassie will detect this change and replenish those removed cookies.
The Identity Service stores the cookie name, cookie value, and consent expiry date, it can correctly identify previous visitors and reinstate cookies, including analytics identifiers. Cassie’s Identity Service is easy to deploy and used by some of the world’s biggest brands.
Download data sheet: Identity Service
- Friction in UX being asked to accept cookies too often
- Identity Service’s core benefits and features
- Why there is an increased number of new customers within your Analytics data
Reduce consent fatigue and maintain personalized experiences in 3 simple steps
1
Cassie’s Identity Service assigns each visitor a unique identifier
2
Cassie records the consent provided for that visitor’s browser
3
Cassie recognizes when they visit again and regenerates the deleted cookies
Enhance your cookie strategy with:
Capture enhanced data with progressive profiling technology
Through progressive profiling technology, Cassie’s Identity Service can also help you unlock valuable insights and enhance your marketing strategy. Anonymous data capture points allow you to ask more of the questions that matter to your audience and build a rich user profile before they convert. This data can then be used to inform your business strategy and deliver highly personalized experiences that drive unparalleled customer engagement.
Related reading
Identity Service FAQs
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How many of my website visitors are using browsers with enhanced privacy features?
- Cassie’s ITP calculator will show you what percentage of your visitors use Safari or Firefox when accessing your site.
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Do you see differences in the proportion of new and returning visitors when you compare browsers?
- Cookies are often deleted from the devices of visitors who use Firefox and Safari. This means you won’t be able to identify them as returning visitors as often, resulting in lower recognition rates for returning visitors compared to users of browsers that retain cookies more consistently.
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What is the process for deploying Cassie's Identity Service?
- Cassie’s Identity Service module is an add-on for the Cookie Management tool. In order to get the most out of the Identity Service, it is best deployed in tandem with the Cookie Management suite of tools and functionality. This means you’ll be able to deliver best-in-class cookie control management for web visitors, alongside the advanced capability to store consent choices and preferences for a longer period of time, providing more accurate attribution and reducing consent fatigue.
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How accurate is the ITP calculator in measuring the impact of enhanced privacy features on web traffic?
- The ITP calculator uses industry benchmark data combined with your own Google Analytics data to accurately display how many of your visitors are already using browsers with enhanced privacy features. This means you’re getting an actual, real-time view based on your current data to display exactly how many users are using browsers with enhanced privacy features therefore will be attributed incorrectly in UA should they go on to make a purchase outside of the seven day timeframe.