First-party data
Measurement and data
Measurement and data
First-party data is data you collect yourself from your own customers and visitors: orders, email addresses, on-site behaviour, conversations in your CRM.
With third-party cookies disappearing, this is the foundation under targeting, personalisation and measurement. It also makes you less dependent on what platforms still show you.
Collecting is one thing, keeping it usable is another: one place where it comes together, clear consent, and fields everyone fills in the same way.
Related terms
- CRMA CRM is the system where you keep customers, contacts, deals and all communication, so everyone sees the same state of play.
- RemarketingRemarketing is advertising to people who previously interacted with your site, app or customer base.
- Consent ModeConsent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.
- SegmentationSegmentation splits your audience or email list into groups with similar characteristics or behaviour so you can communicate more precisely.