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What is Do Not Track?
Introduced in 2009, Do Not Track (DNT) is a browser feature designed to give users greater control over online tracking. Major browsers, including Safari, Chrome, Firefox, and Microsoft Internet Explorer, implemented DNT following its launch.
When a user enables DNT, their browser sends an HTTP header with a ‘do not track’ signal, requesting that websites refrain from tracking their online activity. The DNT header can have three possible values:
- ‘1’: Indicates the user has opted for DNT.
- ‘0’: Indicates the user allows tracking.
- ‘Null’: Indicates the user has not set a tracking preference.
Enabling Do Not Track on Chrome
Chrome offers a simple process for enabling the DNT feature. To enable DNT in Chrome:
- Click the three-dot menu in the top right corner.
- Select ‘Settings.’
- Go to the ‘Privacy and security’ section.
- Under ‘Third-party cookies,’ find and open the ‘Advanced’ section.
- Enable the DNT option.
Chrome still allows you to enable DNT. Firefox and Safari have eliminated this facility.
Why did Do Not Track fail?
DNT launched to enhance online privacy, ultimately failed due to several key reasons:
- Primarily, DNT adoption by websites was voluntary; despite users enabling it, websites were not legally required to honor the setting.
- Consequently, sites heavily reliant on user behavior data for revenue often disregarded DNT.
- Additionally, the World Wide Web Consortium (W3C)’s attempts to standardize DNT were unsuccessful, resulting in inconsistency and ambiguity regarding what data fell under tracking restrictions.
- The lack of clarity on tracking led many popular browsers to remove DNT support, further contributing to its decline.
Do Not Track alternative
DNT did not effectively provide online privacy for browser users; however, several alternatives offer enhanced privacy control:
- The General Data Protection Regulation (GDPR) empowers users to control the types of data they share with websites.
- Modern browsers provide users with granular control over data sharing, including the ability to block third-party cookies.
- Global Privacy Control (GPC), a successor to DNT, enables users to opt out of personal data sharing and has stronger legal enforcement.
- Browser extensions are available that allow users to block various forms of data tracking.
Impact of Do Not Track on CRO
The DNT feature and other privacy controls pose significant challenges to Conversion Rate Optimization (CRO) efforts. These settings prevent tracking tools from capturing key user behavior data, which is essential for running accurate experiments and gaining insights into user interactions.
For example, heatmaps, which track user engagement with different sections or CTAs on a page, may not provide accurate data if users with DNT settings are excluded from the analysis. Similarly, A/B test reports can be skewed, as the lack of data from these users creates incomplete or misleading results.
To overcome this limitation, implementing server-side testing can help. Server-side testing allows website owners to include users with DNT settings in experiments without violating their privacy preferences. This ensures more accurate data and allows CRO efforts to remain effective while respecting user privacy.
VWO and Do Not Track setting
VWO values the privacy of both website visitors and website owners. It offers a simple opt-out link generator, allowing users to easily opt out of VWO tracking for CRO activities.
For website owners looking to run server-side experiments while respecting visitor privacy, VWO’s Feature Management and Experimentation capabilities provide a solution. With server-side experimentation, VWO enables you to test new features seamlessly, even for users who have opted out of client-side tracking, such as those with “Do Not Track” settings enabled.
VWO takes privacy seriously by anonymizing key presses and input fields by default. Additionally, it offers customizable anonymization tools, ensuring no sensitive data is stored or transmitted to VWO servers. This approach ensures that all visitors are included in experiments without compromising privacy. You can experience this functionality firsthand by requesting a free demo.
