Zero-Party Data

Zero-party data is data that a customer intentionally and proactively shares with a brand. It includes preferences, purchase intentions, personal context, and feedback. Unlike first-party data which is observed behavior, zero-party data is explicitly volunteered by the user.

Category: Analytics (also: Privacy, Marketing)

Author: Atomic Glue Analytics Team

## Definition

Zero-party data is information that a customer actively and intentionally chooses to share with a business. This includes preference center selections (favorite product categories, communication frequency), personal interests (style preferences, content topics), purchase intentions (what they are shopping for, budget range), personal context (birthday, location, household composition), and direct feedback (survey responses, product reviews, CSAT scores). The term was coined by Forrester Research and has gained prominence as privacy regulations tighten and third-party data becomes less accessible. Zero-party data differs from first-party data in that it is not passively observed. It is actively volunteered. This makes it the most privacy-compliant form of data (the user explicitly gave it) and often the most valuable (the user told you what they want, rather than you inferring it from behavior).

## Zero-party vs first-party data

First-party data is observed: what pages a user viewed, what they bought, how long they stayed. Zero-party data is volunteered: the user tells you their preferred product category, their budget, their delivery preferences, their communication frequency preferences. First-party data requires inference (this user viewed winter coats three times, so they might be shopping for a coat). Zero-party data is explicit (the user selected 'Winter Outerwear' in their preference center). Both are collected directly by the business, but zero-party data carries stronger consent signals and eliminates inference errors.

## Collecting zero-party data

Zero-party data is collected through interactive experiences that provide value in exchange for information. Examples: style quizzes that recommend products ('What is your style aesthetic?'), preference centers with explicit opt-ins for communication, interactive content ('Build your perfect plan' configurators), feedback forms, wishlists and favorites, and surveys. The key principle is mutual value: the user shares information because they get a better experience in return. A preference center gives them control over emails they receive. A quiz gives them personalized recommendations.

## Activating zero-party data

Zero-party data powers personalization across channels: tailored email campaigns based on stated preferences, website personalization (showing the user the products they told you they want), ad targeting using first-party audiences built from preference data, and improved product recommendations. Because zero-party data is explicit and accurate, it often outperforms algorithmically inferred preferences. It also builds trust: users who feel heard and respected are more likely to engage and convert.

## Note

Misconception: zero-party data is just a new name for first-party data. It is a distinct category with a different collection mechanism (volunteered vs observed) and different privacy implications (explicit vs implicit consent). Another misconception: zero-party data is difficult to collect at scale. Interactive content (quizzes, preference centers, configurators) can collect zero-party data at scale while improving user experience. The key is providing clear value in exchange for the data.

## In code

// Pushing zero-party data (preference center selections) to the data layer
dataLayer.push({
  event: 'preference_update',
  preferred_category: 'software_tools',
  content_preferences: ['analytics', 'conversion_optimization', 'tagging'],
  email_frequency: 'weekly',
  communication_consent: {
    product_updates: true,
    newsletter: true,
    promotional: false
  }
});

## Common questions

Q: Is zero-party data the same as explicit first-party data?

A: Essentially yes. The distinction matters for strategy: first-party data tends to be collected passively (pageviews, clicks), while zero-party data is collected actively (surveys, preference centers). The label helps teams think about different collection and activation strategies.

Q: Does zero-party data require separate consent from first-party?

A: Generally, zero-party data has stronger consent because the user proactively provided it. However, you should still document how you will use the data in your privacy policy and respect user preferences. The consent signal is clearer, but the compliance requirements remain.

Q: What is the best way to start collecting zero-party data?

A: Start with a preference center: a simple page where users can tell you what they want to hear about and how often. Then add interactive elements: product finder quizzes, style assessments, or 'build your plan' configurators that collect preferences while providing value.

## Key takeaways

• Zero-party data is information users intentionally volunteer (preferences, intentions, feedback)
• It differs from first-party data (observed behavior) in collection method and consent clarity
• Collection requires providing value in exchange for information
• It powers more accurate personalization and stronger customer trust
• Critical component of a privacy-first data strategy

## Related entries

• [First-Party Data](atomicglue.co/glossary/first-party-data)
• [Cookie Deprecation](atomicglue.co/glossary/cookie-deprecation)
• [Cookie Consent](atomicglue.co/glossary/cookie-consent)

Last updated July 2026. Permalink: atomicglue.co/glossary/zero-party-data