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First-party data

Information a company collects directly from a registrant. Often occurs on a company-owned channel (e.g., webpage, webpage forms, webinars).

Overview

  • First-party data

    First-party data is audience information collected directly by your organization through owned digital channels like webinars or websites.

  • Provide accurate, consent-based insights

    It provides accurate, consent-based insights into audience intent, engagement, and preferences.

  • Help marketers capture and activate first-party data

    ON24 helps marketers capture and activate first-party data to fuel personalization, targeting, and pipeline acceleration.

What Is First-Party Data?

First-party data refers to information that a business collects directly from its audience through its own digital properties — such as webinars, registration forms, surveys, or content hubs.

Unlike third-party data (purchased from external sources), first-party data is owned, permission-based, and highly reliable because it comes straight from interactions between a brand and its audience.

Within the ON24 Intelligent Engagement Platform, first-party data is gathered continuously through audience participation — from webinar attendance and poll responses to engagement tool usage and content downloads. This information creates a rich profile of each attendee or account, enabling marketers to tailor experiences and follow-up communications with precision.

Why First-Party Data Matters

  • Data accuracy: Captured directly from real audience interactions — not inferred from third-party cookies.
  • Privacy compliance: Built on transparency and consent, aligning with global privacy standards (GDPR, CCPA).
  • Personalization at scale: Empowers marketers to create more relevant, timely, and impactful digital experiences.

How First-Party Data Is Used in ON24

ON24’s first-party data collection transforms digital engagement into actionable marketing intelligence. Common use cases include:

  • Lead scoring: Prioritize leads based on engagement data from webinars and events.
  • Personalized nurture journeys: Use attendee behavior to trigger relevant content in email or ABM campaigns.
  • Sales enablement: Give sales teams real-time insight into buyer interests and readiness signals.
  • Campaign optimization: Analyze data trends to refine content strategy and engagement timing.
  • Predictive engagement: Leverage AI-powered analytics within ON24 to identify patterns and forecast intent.

By combining first-party data from ON24 with your CRM or marketing automation platform, you can build a connected ecosystem that drives both marketing efficiency and measurable revenue outcomes.

Key Benefits

  • Improved accuracy: Data collected directly from audiences ensures high-quality insights.
  • Deeper engagement tracking: Capture every click, question, and poll response during webinars and events.
  • Cross-channel consistency: Use consistent data across campaigns and marketing systems.
  • Enhanced ROI visibility: Prove the impact of engagement activities through verified data.
  • Foundation for AI marketing: Supports data-driven personalization and automation across the funnel.

To see how ON24 helps transform first-party data into meaningful pipeline growth, explore Propel Your Pipeline.

Frequently Asked Questions

  1. What’s the difference between first-party and third-party data?

    • First-party data is collected directly by your business from audience interactions. Third-party data comes from external sources and is often less accurate.
  2. How does ON24 collect first-party data?

    • ON24 gathers engagement signals like poll responses, chat participation, resource downloads, and viewing duration from webinars and content hubs.
  3. Can first-party data improve lead quality?

    • Yes. Because it reflects real engagement and consented interactions, first-party data produces higher-quality, more sales-ready leads.
  4. Is ON24 first-party data compliant with global privacy regulations?

    • Yes. ON24 provides tools for data privacy management, consent tracking, and secure integrations aligned with GDPR and CCPA standards.
  5. How can I activate first-party data across my marketing systems?

    • You can integrate ON24 data with CRMs like Salesforce or MAPs like Marketo, Eloqua, or HubSpot for lead scoring, segmentation, and automation.

Editorial & Methodology Notice

This glossary entry was authored by the ON24 Editorial Team using verified 2025 ON24 benchmark data, platform documentation, and data privacy best practices aligned with EEAT standards.
 Updated: October 2025