Disclosed herein are systems, methods, and computer-readable storage media for consistently associating a user ID with a user. In one aspect, a method may comprise receiving a data request at a transceiver accessible by a server computing device, wherein, in response to receiving the data request, the server computing device is configured to: access, by one or more processors coupled to the transceiver, a first value embedded in a first cookie associated with a first expiration time; set a second cookie embedded with a second value; and reset the first cookie responsive to receiving an indication that the first cookie is expiring, wherein to reset the first cookie comprises replacing the first cookie with a third cookie set with a value equal to the first value and a third expiration time later than the first expiration time. Other embodiments are disclosed and claimed.