This document discusses the future of web analytics in a post-cookie era as regulations restrict cookie-based tracking and browsers phase out third-party cookies. It outlines upcoming technical challenges like removal of tracking parameters and changes to the user agent string. Solutions proposed include adopting server-side tracking, owning your own data pipeline, and taking a hybrid approach using first-party data with transparency. The consequences of these changes may include inaccuracies in metrics, missing "dark traffic" and issues with attribution and personalized campaigns.