Without storing UUIDs (unique user ids) in cookies you're severely limited in gathering metrics for scaling up your business. For example: - you cannot determi

Without storing UUIDs (unique user ids) in cookies you're severely limited in gathering metrics for scaling up your business. For example: - you cannot determine if the user that just made a sale today by coming directly to your website is the same user that saw your Google Ads 3 days ago and clicked on it. You have no idea if paying 1 USD per click is worthy since you can no longer track that 1-to-10 conversion rate for your $20 product. - you cannot determine in A/B user testing if the increased metrics are for the users seeing the homepage layout for the first time or for the users that are at a returning visit. - you cannot get visibility into your acquisition costs (except for users buying something or logging in on their first visit) which prevents you from increasing budget on good-performing marketing channels and killing the rest, which in turns prevents you from scaling your business (while your competitors have free reigns in doing so).