Sustainable website tracking – How dotfly. combines data protection and performance

by Olaf Brandt

The Accessibility Reinforcement Act (BFSG) has been a reality since June 28, 2025. But while everyone is focusing on accessible websites and online stores, many are overlooking a crucial detail: cookie banners must also be designed to be accessible.

As a sustainable digital agency, we at dotfly. have recognized that true digital sustainability means more than just “green electricity”: it combines ecological responsibility, data protection and accessibility into a holistic approach.

With over 60% data loss due to legally compliant cookie banners, the question arises: How can companies act sustainably, in compliance with data protection regulations AND barrier-free at the same time? The answer lies in a fundamentally different approach to website analysis.

Green coding meets data protection-friendly tracking

Every additional JavaScript, every external server request, every complex cookie banner costs energy. Our calculations show:

Traditional tracking setups:

• Google Analytics: ~15-25 KB additional code
• Cookie banner with consent management: ~35-50 KB
• External server requests: 3-8 additional HTTP calls per page request
• CO2 impact: Up to 0.4g CO2 per page view for tracking only

etracker setup (cookie-free):

• Slim code: ~8-12 KB
• No cookie banner with standard configuration
• Server in Germany: Short data paths
• CO2 savings: up to 65% fewer emissions per tracking event

Green coding principles for analytics:

• Minimally invasive integration: only load necessary scripts
• Local data processing: German server locations instead of US detours
• Cookie-free alternatives: Less browser overhead
• Lazy loading: activate analytics only when required
• Code optimization: Compressed, efficient scripts

Accessibility + cookie-banner-free solutions

Since June 2025, all digital services must comply with the WCAG 2.2 (AA) standard. However, many cookie banners systematically violate accessibility guidelines:

Frequent violations:

• Contrast too low (below 4.5:1 for normal text)
• Missing keyboard navigation
• Unclear button labels
• Lack of screen reader compatibility
• Touch targets too small (<44px)

With etracker in the standard configuration, these violations are completely eliminated:

• No cookie banner = no barriers
• Automatically WCAG-compliant by omitting problematic elements
• 100% of users can use the website without any obstacles
• Better performance due to the elimination of banner scripts

Practical example: SINN special watches – sustainability meets premium

In our relaunch for SINN Spezialuhren, we focused on sustainable tracking right from the start:

The challenge:

• Premium watch brand with an international focus
• High data protection requirements of the target group
• BFSG conformity for barrier-free access
• Performance-critical e-commerce area

Our solution with etracker:

• Cookie-free implementation = no banner overhead
• German servers = shorter data paths, less CO2
• WCAG-compliant implementation without additional banner barriers
• Result: 100% database instead of 40% for cookie banners

Green hosting + sustainable web development + data protection-compliant tracking

Three areas interlock perfectly in sustainable website tracking:

Green hosting:

• Renewable energy for servers
• Efficient data centers
• Local infrastructure

Sustainable analytics:

• Cookie-free implementation
• Minimal code footprint
• Data processing in Germany

Barrier-free implementation:

• WCAG 2.2 (AA) compliant
• No cookie banner barriers
• Universal access

1. hosting strategy:

• Website operation on servers with 100% green electricity (for example, we rely on Hetzner with wind and hydroelectric power)
• Preference for local hosting providers to reduce data paths
• Selection of efficient data centers

2. code optimization:

• Minimized tracking scripts
• Asynchronous implementation
• Resource hints for better performance

3. privacy-first approach:

• etracker as an analytics solution for consent-free tracking
• Waiver of third-party cookies
• Transparent data processing in Germany

Concrete figures: CO2 savings through intelligent tracking

Traditional setup:

Google Analytics + Cookie Consent:

• 50 KB additional code
• 8 external requests per page view
• 400,000 additional server requests/month
• CO2 footprint: ~24 kg CO2/year

Sustainable etracker setup:

etracker cookie-free:

• 12 KB lean code
• 2 server requests (Germany)
• 100,000 server requests/month
• CO2 footprint: ~6 kg CO2/year
• Savings: 75% less CO2 emissions
• Corresponds to ~72 km less driving per year

These figures may seem small at first glance, but multiplied by thousands of websites, they make a significant contribution to climate protection.

The future: sustainable analytics as standard

Trends that we are observing

1. Regulatory pressure: BFSG is just the beginning
2. User expectations: More awareness for data protection AND the environment
3. Business Impact: Better data = better decisions
4. Competitive advantage: sustainability as a differentiating feature

At dotfly. we are working on a future in which:

• every website is accessible by default
• Analytics without cookie banner works
• Data protection and performance complement each other
• Making digital sustainability measurable

Conclusion: Sustainability starts with the data

Sustainable website tracking is more than just a trend – it is the logical consequence of data protection requirements, accessibility laws and ecological responsibility.

The formula is simple:

Weniger Code + Keine Cookie-Banner + Lokale Server
= Mehr Performance + Bessere Accessibility + Weniger CO2

With tools such as etracker, companies can already show that data protection, accessibility and sustainability are not contradictory – but complement each other perfectly.

As a sustainable digital agency, we advise companies on how to make their digital touchpoints fit for the future. Because true sustainability starts with the data – and ends with a better world for all users.

About dotfly.

dotfly. is a sustainable digital agency from Cologne that has been making ideas digitally successful for 25 years – but only those that are good for the environment and society. From strategic consulting to technical implementation, we combine ecological responsibility with digital excellence.

Learn more: dotfly.com/