How can I turn off cookies for visitors?


Needed permissions: owner

Sometimes you may want to turn off cookies for visitors and not use them to collect data. It could be because you want to stay compliant with some privacy laws or for other reasons.

Without using cookies, your data will be less accurate. It’s because cookies store visitor data like the visitor ID. This ID helps to recognize returning visitors and their sessions. At the end of this article, we’ll show you how your data can be affected by turning off cookies.

To turn off cookies, follow these steps:

  1. Go to Menu > Administration.
  2. Navigate to Websites & apps.
  3. On the left, pick a website or app you want to work with.
  4. In Settings, scroll until you see Privacy.
  5. Ask visitors for consent needs to be turned off.
    Ask visitors for consent (off)
  6. Turn off Use cookies.
    Use cookies (off)
  7. Click Save.

Note: Some triggers in Tag Manager create cookies to work correctly. If you use one of the following conditions in triggers, we’ll set a cookie:

  • Event condition > Traffic source
  • Event condition > Returning visitor
  • Event condition > Campaign
  • Event condition > External referrer 
  • Multiplicity > Fire tag once per session
  • Multiplicity > Fire tag multiple times per session, excluding first
  • Multiplicity > Fire tag once per page view

If you don’t want to use these cookies, don’t set these conditions in the trigger. More about cookies

Comparison of options

Now we’ll show you how your data can differ after turning off cookies. We’ll also compare other options used for collecting data so that you know how combining them can affect your data.

Cookies & device fingerprint No cookies No device fingerprint No cookies & device fingerprint
Mechanisms used to collect data
First-party cookies (1) (1)
Local storage
Device fingerprint (2) (2)
Visitor’s IP address Yes / No (3) Yes / No (3)
Visitor ID
Collected data
Capture all traffic
New vs. returning visitors
Visitor’s session (4)
Visitor’s location Country, city Country, city Country Country
Traffic sources
Channel attribution Last-click, position-based, first-click, last-non-direct-click, time-decay, linear and custom models Last-click Last-click, position-based, first-click, last-non-direct-click, time-decay, linear and custom models
Privacy laws
Compliant with Countries without privacy laws,
CCPA (5)
Cookie laws Cookie laws GDPR, UK GDPR/PECR
  • We’ll set essential cookies that store visitor’s consent decision. Also some triggers in Tag Manager set cookies to work correctly.
  • We create a device fingerprint to recognize the visitor’s session. We use it only for 30 minutes.
  • You can mask IP addresses for visitors under Administration > Platform > Privacy settings. The IP address informs about visitor’s location. Masking it can enhance visitors privacy because you won’t recognize their full location.
  • Each event is a new session.
  • You need to add an opt-out form (“do not sell my personal data”).

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