What Plug and Play Tech Center changed

• Added utm_channel, utm_medium, utm_source, and utm_campaign cookies to the Analytics category.
• Set these new tracking cookies to "Never Expire," allowing for long-term attribution of visitor sources.
• Removed Azure-specific load balancing cookies (ARRAffinity and ARRAffinitySameSite) from the Necessary category.

Plug and Play is upgrading how they track where their website visitors come from. By adding specific UTM cookies that "never expire," they are likely trying to better measure which marketing channels and ads are bringing in the most valuable leads over a long period.

• Added a direct link to the Google Privacy Policy within the cookie consent preferences.
• Removed the "Performance" and "Uncategorised" cookie sections from the consent manager.
• Updated the description text for necessary cookies to include a disclosure about Google's third-party data handling.

The update ensures the website meets legal standards for data privacy. It specifically points users to how Google handles their data through third-party cookies.

• Added "luma.did" cookie to track unique devices across different sessions.
• Added "luma.first-page" cookie to identify which page first brought a user to their site.
• Removed Google reCAPTCHA cookies (rc::a and rc::c) from the visible cookie disclosure list.

The addition of Luma tracking suggests the competitor is likely using a new platform to manage their events, demo days, or community meetups. This allows them to better track how people move from their first visit to attending an event.