Things to Know About Bottom of the Funnel

Bottom of the Funnel: What is it?

Regardless of whether you hate or love them, cookies play a significant role in the digital marketing world. With the help of cookies, businesses can reach out to the right customers and find out which part of their business requires a boost.

In this guide, you will get to learn about cookies and how they work.

Website cookies are small snippets of data like the username and password used to identify the computer and the computer network. The primary purpose of website cookies is to keep track of your internet visits and online activity.

When you visit a website, it is added to the web browser. The browser stores the code for a period of time set by the creators. It uses session management for the browser to connect to specific pages by showing the content directly without asking for the login once again. The technology facilitates different functions. These are:

  • Activating retargeting ads.
  • Storing important data. For instance, the items on your shopping cart on a particular e-commerce website.
  • Saving user preference.
  • Retaining data that had been entered into forms.
  • Recording a user's activity.
  • Authentication cookies can communicate with the user's login status and account information to account-protected servers.

Website cookies functions facilitate digital marketing operations, directly or indirectly.

Website cookies come with a few risks. Let's take a look at them.

How do HTTP Cookies Work?

Experts created cookies for internet browsing. Lou Montulli, the man behind producing web browsers, was the first to use the magic cookie as an inspiration in 1994. He then came up with browsers when working with an online store to fix the overloaded servers.

Nowadays, websites use HTTP cookies to manage the online experience. An HTTP cookie stores the small piece of data sent by the server and uses it to determine if the subsequent requests are coming from the same server. This helps to detect that both the requests are from the same browser, so it keeps the user logged in without asking for credentials once again.

HTTP Cookies are mainly used for session management in e-commerce websites, tracking user behavior, and personalization. There are two main categories when it comes to HTTP cookies: Session Cookies and Persistent Cookies.

Session Cookies It stays on the browser and secures user's information until they close it off. When they open a new browser window, the same user will be treated as a new one. So, they will have to put in their login credentials.

Persistent Cookies These come with a specific lifespan. So, they will stay on the browser until the period ends or the user deletes the cookies. Websites using this HTTP cookie will remember users even after they close the browser. These cookies come with features like persistent shopping carts that retain the products they put in the cart between their browsing sessions. Persistent cookies have two primary purposes,

  • Authentication: The cookies, in this case, track if the user is logged in. If yes, then under what name. The cookies also streamline login details. Thus, a user doesn't need to remember the passwords to each site.
  • Tracking: These can track several visits to a single site over time. A few online merchants use cookies for tracking visits by specific users. They also track the products they view and the pages they visit. The information lets the merchants suggest items that will engage or interest the visitors. Eventually, they develop a profile based on the user's browsing history on the site.
Website cookies come with a few risks. Let's take a look at them.

Can Website Cookies be Dangerous?

Cross-Site Request Forgery Attack

A browser sends out cookies as a response to a request, irrespective of where it came from. This is where the issue arises. When the site gets a request, it's unable to distinguish if it's an action prompted by the user. The site looks for the cookie. In case it's available, it purposely acts, no matter the user-initiated it or not.

Cross-Site Scripting

To perform a cross-site scripting exploit, a hacker needs to place the exploit in the cookie. After that, the exploit vector is going to fetch the payload from the cookie. That's how they exploit the users. If the cookie is set already, it can be difficult to attack. Also, the attacker needs to control the first cookie in the cookie string. Only then can they carry out the attack.

Session Fixation

These attacks depend on the application level. In this, the attacker induces the user to use another person's or the attacker's session ID. It uses the cookie's directive path to do this. So, the user pretends to be someone else. Using the method, the attackers can request the user to log in as the attacker on different application levels.

Cookie Overflow Attack

In this kind of attack, the parent domain's cookie is substituted by the sub-domain cookie using JavaScript in the subdomain. Web browsers have a limitation on the total cookies to set. Browsers such as Chrome do not verify if the cookies that it is storing are from the sub-domain or domain. It just holds the website cookies that it gets. The substituted sub-domain cookies are not secure, or HTTP only type. After storing this cookie, the attacker can change its expiry date, and it will become useless.

Attackers will now have the option to create new malicious cookies and then forward them to the web browser. A web browser cannot detect if it belongs to the HTTP Only or secure category. So, the attackers use fabricated cookies to carry out the attack.

However, website cookies are optional when it comes to your internet experience. If you want, you can limit the cookies that end up on your mobile device or computer.

If you allow website cookies, it streamlines the browsing experience. For some people, security risk from a cookie is more important than a better internet experience. You can easily remove standard cookies, but it will make it difficult for you to navigate the website. However, to remove malicious cookies, you might have to use internet security software.