What is zero-party data?
Nicklas Segatz Mortensen · Growth Hacker · Fractional CMO · Meta Ads Nerd · 8 July 2026 · 3 min.
Definition
Zero-party data is data the customer proactively and voluntarily shares with you — like preferences, size, goals or birthday — typically via quizzes, profile questions or preference centers.
Also called: Zero-party data, Zero party data, Volunteered data
Sådan virker det
Zero-party data er information, kunden selv frivilligt giver dig — præferencer, størrelse, fødselsdag, mål — fx via quizzer og profilspørgsmål. I en cookieless verden er den guld: samtykket, præcis og din egen, modsat tredjepartsdata der forsvinder.
01Data the customer gives you on purpose
Where third-party data is collected about the customer elsewhere (and is on its way out as cookie restrictions tighten), zero-party data is something the customer actively chooses to tell you: their skin type, their size, what they're after, when their birthday is. It's consented, precise and your own — no one can take it from you.
The value is twofold: it makes your marketing more relevant (better segmentation and personalization), and it strengthens the relationship, because the customer gets something back for sharing. Quizzes, preference centers and profile questions in flows are the typical ways to collect it.
Frequently asked questions
What's the difference between zero-party and first-party data?+
First-party data is what you observe about the customer (purchases, clicks, behavior). Zero-party data is what the customer actively tells you (preferences, goals). Zero-party is even more precise and consented, because it's volunteered.
How do I collect zero-party data?+
Via quizzes (like skin type or needs), profile and preference questions in the welcome flow, and preference centers. Give the customer a reason to share — more relevant recommendations or a better match — so willingness goes up.
Related terms
Glossary
What is RFM segmentation?
RFM segmentation scores each customer on three dimensions: Recency (how recently they bought), Frequency (how often) and Monetary (how much for). The scores divide the base into segments like VIPs, loyal, dormant and lost.
Read the entry →Glossary
What is server-side tracking?
Server-side tracking sends conversion events from your own server (e.g. via a server-side Google Tag Manager container and Meta's Conversions API) instead of from the user's browser — so data isn't lost to ad blockers, cookie restrictions and iOS limitations.
Read the entry →Glossary
What is a welcome flow?
A welcome flow is an automated email/SMS sequence triggered when someone joins your list — typically a welcome, brand story and a nudge toward the first purchase.
Read the entry →
Nicklas Segatz Mortensen
Growth Hacker · Fractional CMO · Meta Ads Nerd at Oaksmond
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
Meet the team →