Audiences
First-party data
Data a business collects directly from its own customers and visitors, such as emails, purchases, leads and site behaviour.
What it is
It is owned by the business and gathered with consent, unlike data bought from or tracked by others.
Why it matters
For lead generation and e-commerceAs browsers and platforms limit tracking, it is the most reliable signal for targeting and measurement.
In practice
It feeds customer lists, conversion uploads and value data that platforms use to find and bid for similar people.
A common mistake
Collecting it without consent or a clear purpose, which creates legal risk and data nobody can use.
All terms