Third-party cookies are not coming back. Product teams need first-party telemetry that respects consent and still answers funnel questions.
TL;DR: Own your event taxonomy, default to aggregated metrics in tools, store raw events in a warehouse you control, and run consent-gated enrichment only when legal approves.
What replaces last-click attribution?
Mixed models: self-reported attribution on forms, cohort views in the warehouse, and experiments (holdouts, geo tests). Be transparent with leadership that precision dropped - but directionality can improve with cleaner data.
Which identifiers should never leave the browser?
Government IDs, health data, precise location history, and children's data belong in regulated pipelines - not marketing pixels. Hash or tokenize only when necessary and rotate keys.
Align analytics with compliant sites: email and automation and measurement workshops.