1P data
First-party data
Data you collect directly from your customers, with their consent, through your own channels: orders, accounts, sign-ups, on-site behavior, CRM. Unlike third-party data, it belongs to you, is more accurate and doesn't depend on third-party cookies. The central measurement strategy in 2026.
- Why it matters
- With third-party cookies declining and Privacy Sandbox abandoned, first-party data is no longer an edge, it's the foundation. Reverse ETL on it reports CAC −15-30% and ROAS +25-40%.
Related terms
“1P data” is part of Glossary · Tracking & data — part of the Atlas, Websem's reference of AI search, marketing and data terms.