Two years without cookies on the site, here's where we ended up

In January 2024, the decision to remove all advertising cookies and user tracking from sentry.io marked a significant shift in the company's approach to growth, propelling them to rethink their marketing strategies and budget allocation. Over two years, this transition led to a heavy investment in awareness-driven channels such as partnerships with the Golden State Warriors, podcasts, and open-source donations, which resulted in exponential growth of new activated users. The traditional path of relying on predictable SEO and paid search is becoming less reliable due to changes in how people discover software, with a significant shift towards platforms like YouTube that influence AI-generated recommendations. This has led to a greater emphasis on brand awareness, discoverability, and leveraging authentic channels where real human engagement occurs, rather than relying solely on measurable metrics. The shift away from conventional tracking and towards self-reported attribution and holistic measurement has allowed Sentry to invest confidently in brand-building activities, ultimately yielding a deeper understanding of their audience and fostering significant growth.

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