Analytics & Attribution
First-Party Data
Quick definition
Customer data you collect directly, purchases, behaviors, preferences: owned, durable, and immune to third-party cookie loss.
What it actually means
First-party data is the strategic moat as third-party cookies phase out. Sources: Shopify customer records, Klaviyo profile properties, on-site behavior, quiz responses, post-purchase surveys, SMS opt-ins, loyalty program data. Activated well, first-party data powers segmentation in Klaviyo flows, audience matching via CAPI and Google customer match, and personalization. Brands that invest in first-party data infrastructure hold up better as ad platforms tighten privacy.