When using Web tracking on specific domains, an additional parameter (m_i) is added to each link containing that domain. This parameter contains data about the targeted contact, the email sent, and the link clicked.
The parameter is processed by a JavaScript code added to the first landing page on the external website and creates two cookies on the client computer:
- Session cookie — This cookie is deleted when the contact closes their internet browser.
- First Party cookie — This cookie remains on the contact's computer.
With this configuration, when a contact reaches the defined landing page, the “m_i” parameter is processed, cookies are created, and the parameter is sent back including interesting values such as items bought, total sales value, etc.
Technical Note: First
Party cookie versus Third Party cookie
A cookie is a small script placed on the hard drive of your computer by
the server of a website that you visit. The cookie is placed there for
the purpose of recognizing your specific browser / computer combination
if you return to the same website.
All cookies have an owner (domain)
that the cookie belongs to.
The word "Party" refers to
the domain as specified in the cookie, that is, the website that is placing
the cookie.
So, for example, if you visit www.widgets.com and the domain of the cookie
placed on your computer is www.widgets.com, then this is a First Party
cookie. If, however, you visit
www.widgets.com and the cookie placed on your computer says www.stats-for-free.com,
then this is a Third-party
cookie.
Rejection of third party cookies is growing. Increasing numbers of people
are either manually blocking or deleting them regularly. That’s
the reason why Engage Web tracking uses First
Party cookies.
