Cookies significantly enhance marketing analytics accuracy by enabling the tracking of unique user journeys, repeat visits, and conversion events across a website. They provide essential data for attribution modeling and personalization strategies, allowing marketers to understand campaign effectiveness and user behavior patterns with greater detail. However, their accuracy is increasingly compromised by user actions such as cookie deletion and privacy-focused browser settings. The ongoing deprecation of third-party cookies specifically hinders cross-site tracking, making it challenging to build comprehensive user profiles and measure customer lifetime value. Moreover, user consent requirements often result in incomplete data sets, leading to an overestimation of new users and difficulties in accurately attributing conversions. This fragmented data landscape necessitates a shift towards first-party data strategies and privacy-preserving analytics solutions to ensure reliable insights. More details: https://infoguide.com.ua