1P Tagging & Analytics

Overview

Third-party cookies are dead. Apple ITP, Firefox ETP, and Chrome's phase-out have made browser-based tracking unreliable. The future is first-party data and server-side measurement — data your customers intentionally share with you that survives ad blockers, cookie restrictions, and platform changes.

This skill covers the complete measurement stack: 1P vs 3P strategy, pixel implementation, UTM architecture, server-side tagging, consent management, and identity resolution. The output is a privacy-resilient analytics infrastructure that works when cookies don't.

Authoritative Foundations

• Google Tag Manager — Server-side tagging — Route tags through a first-party server container so conversion data survives browser restrictions and you control exactly what leaves your domain.
• Meta Conversions API — Send server events alongside the pixel with a shared event_id so Meta deduplicates them and recovers conversions lost to browser blocking.
• Google Ads — Enhanced conversions — Hash first-party customer data (SHA-256) at conversion time to raise match rates without third-party cookies.
• Google Consent Mode v2 — Gate tag behavior on the visitor's consent state; required for EEA traffic to keep measurement and remarketing eligible.