Coupon-code attribution recovers 23% of lost cookieless conversions vs fingerprinting's 31%

Coupon-code attribution recovers 23% of lost cookieless conversions vs fingerprinting's 31%

Coupon/promo-code matching vs probabilistic fingerprinting in cookieless environments.

— Baseline cookie loss (Safari/Firefox): ~40% ▏▏▏▏▏▏▏▏
— Fingerprint recovery: 31% of lost ▏▏▏▏▏▏
— Coupon recovery: 23% ▏▏▏▏▏ (but 100% accurate)
— Fingerprint false-match rate: 6-9%

Read: fingerprinting recovers more volume but mis-attributes ~1 in 14; coupons recover less but are exact and dispute-proof. Stack them: coupon for accuracy, fingerprint for fill. n=15 advertisers.