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First-Party Cookies and Privacy

Madlitics ensures compliance and accuracy with first-party data, not third-party cookies.

In the evolving landscape of digital marketing, web cookies have long been fundamental tools for tracking user behavior, personalizing experiences, and gathering data. Recently, discussions about the "death" or "demise" of cookies have gained momentum, primarily focusing on the phasing out of third-party cookies. It's essential to understand that not all cookies are the same; different types serve various functions, and this distinction is crucial for Madlitics customers.

Use of first-party cookies
Madlitics utilizes first-party cookies to collect and analyze data directly from your website's visitors. These cookies are stored by the domain that the user is visiting and are integral to functions like remembering user preferences, maintaining session states, and providing analytics data. By leveraging first-party cookies, Madlitics ensures that the data collected is both relevant and respectful of user privacy, as these cookies are not shared across different websites aligning with current privacy standards and ensuring that the phasing out of third-party cookies does not impact the performance of Madlitics.
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Understanding different types of cookies
Web cookies can be categorized based on their origin and function.

First-Party Cookies
First-party cookies are created and stored by the website a user is currently visiting. They are commonly used to remember user settings, keep users logged in, and gather analytics data to improve site performance. For instance, when you add items to a shopping cart and navigate away, first-party cookies ensure that your selected items remain in the cart upon return.

Third-Party Cookies
Third-party cookies, on the other hand, are created by domains other than the one the user is visiting. These are typically used for tracking users across multiple sites, enabling advertisers to build profiles based on browsing history and deliver targeted ads. For example, after viewing a product on one site, you might see ads for that product on other, unrelated sites, facilitated by third-party cookies.

The move to phase out third-party cookies stems from growing concerns over privacy and data security. Browsers like Google Chrome have announced plans to eliminate support for third-party cookies, aiming to enhance user privacy and give individuals more control over their data. This shift means that while third-party cookies are being restricted, first-party cookies remain unaffected due to their essential role in website functionality and their limited scope of data sharing.
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The future of cookies
Looking ahead, the future of cookies is centered on balancing user privacy with the need for personalized experiences. While the landscape is evolving, it's unlikely that first-party cookies will be phased out, as they are fundamental to how the web operates. Without them, basic functionalities like user logins, language preferences, and shopping carts would be compromised. Moreover, first-party cookies are accessible only by the originating site and are not used to track behavior across multiple sites, addressing many privacy concerns associated with third-party cookies.

Madlitics multi-channel attribution visualization, showing marketing platforms like TikTok, Instagram, Google, and Facebook. The graphic highlights how different sources contribute to high-performing marketing channels.
1. Add UTM parameters to all inbound links
Any marketing effort that drives traffic — whether it’s a paid ad, an email campaign, or an organic post — should have properly structured URLs that clearly define the visitor’s origin. Setting it up is a straightforward process that starts with ensuring all inbound links include UTM parameters.
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A LinkedIn campaign, for example, might link to:
‍https://yoursite.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=q1_promo
Screenshot of a form builder interface with a highlighted 'Hidden Input' field. Accompanied by text explaining how to install and set up Madlitics by adding hidden fields to capture marketing attribution data.
2. Add hidden fields
Once you’ve added UTM tracking to your inbound links, the next step is to install Madlitics on your site and update your Framer Forms to include hidden fields that will store attribution data when a visitor submits a form automatically. Hidden fields to include:
• Channel (e.g., Paid Search, Organic Social, Direct)
• Segment 1 (Platform name: Google, LinkedIn, Twitter)
• Segment 2 (Campaign name)
• Segment 3 (Ad group, offer name, or post type)
• Segment 4 (Creative type or ad variation)
• Landing page/group (Tracking & first-touch attribution)
CRM interface showing a detailed view of captured attribution data, including marketing channels, segments, and landing pages. A business profile of a lead is displayed, highlighting how Madlitics enriches lead data for sales and marketing teams.
3. Utilize attribution data
With the setup complete, every form submission in Framer now carries full attribution data, ensuring accurate insights into where leads originate. Pass this data to your CRM, analytics tools, or marketing automation platforms to track performance, refine campaigns, and optimize marketing efforts with precision.

As a Madlitics customer, you can trust that our platform's reliance on first-party cookies ensures that your data collection and analytics processes are secure, privacy-compliant, and future-proof. Our commitment to utilizing first-party data means that your marketing strategies will continue to be effective today, tomorrow, and well into the future.

Put attribution data to work
Sync, analyze, and automate — turn insights into action.
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Sync with your CRM
‍Pass UTM parameters into Salesforce, HubSpot, or ActiveCampaign so your sales team knows exactly where every lead came from — no more guessing.
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Built smarter reports
Use Google Sheets, Looker Studio, or Airtable to create data-driven reports that reveal which campaigns drive real revenue — helping you make informed budget decisions.
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Track revenue impact
Sync UTM data with Stripe, PayPal, or Chargebee to see which campaigns generate paying customers, not just leads — so you can scale what works.
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Personalize email campaigns
Trigger personalized email flows in Klaviyo, Mailchimp, or ConvertKit based on a lead’s original source — ensuring the right message reaches the right audience.
Visualizing your marketing impact
See how attribution data translates into actionable insights.
Stacked bar chart showing lead generation by marketing channel over time, comparing sources like Paid Search, Paid Social, Organic Search, Direct, and Email. Helps visualize which channels drive the most traffic.
Leads by channel
See how different marketing channels contribute to lead generation over time. Understand which ones drive the most traffic and whether your marketing mix is balanced. Shift your budget toward the highest-performing channels to maximize results.
Stacked bar chart illustrating lead volume across different marketing campaigns, including Black Friday, Retargeted, Spring Promo, Referral, and SEO. Highlights trends in campaign effectiveness.
Leads by campaign
Track inbound leads across all campaigns, whether or not they have UTM parameters. Ensure every lead is categorized correctly, including Organic and Referral traffic. Use this insight to refine messaging, targeting, and budget allocation for better performance.
Line chart displaying lead-to-customer conversion rates by channel, comparing Google Ads, Facebook Ads, LinkedIn Ads, Organic Search, and Email. Shows how different sources drive qualified leads over time.
Conversion rate by channel
See which channels convert leads into paying customers. Some bring buyers, while others generate unqualified leads. Focus your budget on what drives revenue.
Line chart showing revenue performance by marketing campaign, comparing Google Ads, Facebook Ads, and LinkedIn Ads. Helps identify top-performing and underperforming campaigns.
Revenue by campaign
Focus your budget on campaigns that drive revenue, not just leads. Identify top performers and optimize underperforming efforts to maximize profitability.
Everything you need for reliable lead attribution
Accurate, persistent, and automated tracking — so your campaigns perform at their best.
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Outperforms basic UTM tracking
Madlitics captures, categorizes, and persists attribution data across sessions, giving you a complete, structured view of what’s working in your marketing. Say goodbye to losing attribution when users navigate your site, struggling with formatting inconsistencies, and ingored non-UTM traffic.
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Capture all traffic
Madlitics categorizes all inbound leads — whether they have UTM parameters or not — so every conversion is accounted for, and you won't miss out on Organic Search, Organic Social, and Referral traffic.
Routing icon representing the flow of marketing data and attribution pathways.
Attribution across pages and sessions
A LinkedIn ad click should be attributed correctly—even if the visitor signs up on a different page later. If someone clicks an ad, browses multiple pages, then submits a form later, Madlitics persists attribution data across sessions, ensuring your reports reflect true performance.
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Cleaner, more reliable data
Duplicate UTMs and inconsistent formatting break reports and mislead teams. Madlitics cleans and organizes attribution data before sending it to your CRM, giving you accurate insights.
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See which content converts
Attribution isn’t just about where visitors came from—it’s about what convinced them to convert. By capturing landing page data alongside UTM parameters, Madlitics shows you which blog posts, case studies, or pricing pages drive the most revenue, helping you scale content that works.
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Transform form submissions into actionable insights
Madlitics connects marketing touchpoints to lead generation, ensuring every form submission is fully attributed — optimize ad spend by identifying high-ROI channels, refine messaging based on what content drives engagement, make data-driven decisions with clean, structured reports, and more.
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