Cookieless tracking
Cookieless tracking is measurement that doesn't depend on third-party cookies: first-party data, server-side events, hashed-identifier matching, and modeled conversions.
It's a portfolio of mechanisms rather than one replacement technology: first-party collection on your own domain, click-ID joins, hashed emails matched to signed-in accounts (enhanced conversions), server-side event delivery, and modeling to fill consent and coverage gaps.
#Cookieless doesn't mean cookie-free
In practice "cookieless" means third-party-cookieless; most stacks still use first-party cookies for session and visitor continuity. What changed is that cross-site identifiers written by ad servers stopped being dependable, so measurement shifted to deterministic matches you make yourself: a click ID captured into your CRM, a hashed email matched to a signed-in account. Modeling fills the gaps, so reported numbers become part observed, part modeled, and knowing which share is which is the operating skill.
Buron's stack is cookieless in exactly this sense: a first-party pixel, matching on click IDs and hashed identifiers.
The full inventory of what still works, mechanism by mechanism, is Tracking after third-party cookies: what actually still works.
Related terms
First-party data
First-party data is data you collect from your own audience on your own surfaces (site events, CRM records, order history) under your direct consent.
Server-side tracking
Server-side tracking sends conversion and analytics events from a server you control instead of the visitor's browser: a more durable route for the same events.
Third-party cookies
Third-party cookies are cookies set by a domain other than the one you're visiting: the basis of cross-site ad targeting, blocked by Safari and Firefox, kept by Chrome.