analytics-dictionary / term / tracking & measurement

Third-party cookies

Third-party cookies are set by a domain other than the one you are visiting, mainly for advertising and cross-site tracking.

Written by Reflective Data experts · updated Oct 5, 2026

Safari and Firefox block them by default, and the wider industry is moving away from them. Measurement set-ups that depend on them lose accuracy over time.

Moving to first-party collection and server-side tagging makes your data more resilient.

Cookie First-party data Server-side tagging

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Enhanced measurement

Enhanced measurement is a GA4 option that automatically records common interactions such as scrolls, outbound clicks,…

hotjar.md

Hotjar

Hotjar is a behaviour analytics tool offering heatmaps, session recordings and surveys.

audience.md

Audience

An audience is a group of users defined by shared behaviour or attributes, which you can…

customer-data-platform.md

Customer data platform (CDP)

A customer data platform collects customer data from many sources into unified profiles that other tools…

custom-metric.md

Custom metric

A custom metric is a numeric value you register in your analytics tool, such as a…

data-driven-attribution.md

Data-driven attribution

Data-driven attribution uses statistical models on real conversion paths to assign credit to each touchpoint.

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