Case Study: Klarna achieves complete cookieless iframe tracking across all browsers with Google Analytics Solutions

Klarna tracks third-party iframe with Universal Analytics’ cookieless approach

Klarna, a leading European provider of post-purchase and invoice-based payment solutions, uses an iframe-based checkout embedded on merchants’ sites but hosted on Klarna’s domain. Because many browsers block third-party cookies (notably Safari on iOS and some desktop browsers), traditional analytics failed to capture a large portion of iframe traffic, threatening Klarna’s ability to analyze checkout behavior and merchant performance.

Klarna implemented Universal Analytics’ cookieless approach—using the storage:none setting, a unique non‑PII client ID, virtual pageviews for checkout interactions, and custom dimensions/metrics (merchant ID and cart value). The result was reliable cross‑browser tracking without cookies, actionable funnel and goal visualizations to identify checkout bottlenecks, and merchant-level reports linking cart value to final transactions.

Klarna

David Fock

Vice President Commerce