Third-party tracking

Third-party tracking refers to the practice in which a tracker on a website is set by a different website than the one the visitor is currently on. Third-party trackers are snippets of code that are typically installed on multiple websites. They collect and send information about a user’s browsing history to other companies, often for advertising purposes. If the same third-party tracker is present on many sites, it can build a more complete user profile over time.


Third-party tracking is slowly becoming a thing of the past. Ad blockers and browser restrictions like Safari’s intelligent tracking prevention (ITP) or Firefox’s enhanced tracking prevention (ETP) make third-party tracking less effective, consequently lowering data quality. Moreover, companies may be in trouble using third-party cookies on their websites without complying with privacy laws in a specific jurisdiction, such as PECR or TTDSG.

Learn more about ITP from our blog post: What Intelligent Tracking Prevention (ITP) means for web analytics & marketing [Updated]

Find more details about third-party tracking on the Piwik PRO blog:

To learn about differences between various types of customer data, read our articles:


  • Life after GA4: Why EU organizations are going local

    When Universal Analytics was phased out in 2023, and GA4 rolled out with complexity, many European organisations were forced to rethink how they measure success. For more and more, the solution is clear: use analytics built for Europe, by Europe. Why sovereignty matters Data sovereignty isn’t just a buzzphrase. Under GDPR and the Schrems II…

  • Telehealth analytics: Optimizing virtual care experiences in a HIPAA-compliant way

    As patients increasingly turn to digital platforms for medical care, healthcare organizations must understand user behavior and tailor their responses to meet these expectations. Patients want flexible, digital-first options, while providers seek to optimize efficiency, reduce costs, and expand care to more people.