Fingerprinting
Fingerprinting is a technique used to uniquely identify devices based on their attributes without relying on cookies.
Why it matters
- Enables tracking in environments where cookies are not available.
- Assists in cross-device and cross-browser identification.
How to measure
- Match rate of device attributes to user profiles.
- Monitor over specific time windows for accuracy.
Details
Fingerprinting involves collecting various device attributes such as screen size, operating system, browser type, and installed fonts to create a unique identifier for a device. This identifier can be used to track user behavior across sessions and devices, even when cookies are not available or have been disabled by the user.
In mobile contexts, fingerprinting is particularly useful for app developers and marketers who need to understand user interactions across different platforms. However, it is important to consider privacy implications and ensure compliance with regulations such as GDPR and CCPA.
Examples & formulas
An example of fingerprinting is using a combination of device model, OS version, and IP address to identify returning users.
Common mistakes
- Over-reliance on fingerprinting without considering user privacy can lead to non-compliance with privacy laws.
- Assuming fingerprinting is foolproof; changes in device attributes can lead to inaccuracies.