What is first-party data?

First-party data is the data that is collected by a company, directly from its own customers or target audience. This data is obtained through interactions with the company’s website or apps, customer surveys and feedback, and direct interactions such as point-of-sale (POS) systems.

Types of first-party data that companies collect include:

  • Analytics from website or app interactions to understand online user behaviour
  • Contact information such as phone number and email address
  • Customer feedback from support forms, surveys and reviews
  • Purchase history, subscription details and point-of-sale data
  • Data from social media

Typically, first-party data from websites and apps are often collected through cookies and pixels. These allow website owners to collect analytics, and behavioural data and also to provide personalised user experiences such as remembering the login or shopping cart information.

Since the collection and usage of personal data are subject to privacy regulations such as GDPR and CCPA, ensure that you are compliant and obtain user consent.