In 2022, Google announced that it would follow in the footsteps of Mozilla’s Firefox and Apple’s Safari by putting an end to third-party cookies. After several delays that made many marketers believe this day would never come, Google finally started the process of turning off these cookies on its Chrome browser.
On January 4, 2024, Google effectively turned off third-party cookies for 30 million users. While this might sound like a large number of users, it accounts for only 1% of Google Chrome’s total audience. It looks like this initial rollout may be just the first step. Google has pledged to put an end to all third-party cookies by the end of 2024.
This is a big blow to digital marketers who were hoping Google would delay this practice indefinitely. To prepare for the inevitable, businesses and their marketing teams must be proactive in finding viable alternatives.
What Are Third-Party Cookies?
Cookies are small files used to identify each online user. Every time an online user lands on a webpage, a new cookie is created and stored on the user’s device, including computers, smartphones and tablets. Tracking cookies are slightly different. Marketers use these cookies to track online behaviors, shopping habits and personal data. They then use this information to create personalized marketing strategies and place targeted ads based on the user’s preferences.
First-party cookies are placed by the company that owns the website. Typically, this is done by larger companies that want to track their website visitors’ data. These cookies are considered safe and unobtrusive and, therefore, aren’t at risk of being turned off.
Third-party cookies, on the other hand, are those placed by websites other than the one the online user is currently browsing. Consumer protection groups and consumers themselves have expressed concerns about the amount of data companies are collecting, as well as how they’re using this data. Search engines, such as Safari, Firefox and now Google Chrome, are taking steps to eliminate this type of tracking.
While Google has vowed to eliminate all third-party cookies by the end of 2024, many marketers still doubt the logistics of this. With ongoing pressure from various regulatory boards, there’s little doubt that even if it’s not by the end of the year, third-party cookies are on the way out — it’s just a matter of time.
Tips for Overcoming Third-Party Cookie Depreciation
Don’t wait until third-party cookies are gone forever to take action. Now is the time to prepare for a future without cross-site tracking features.
As of right now, there’s no single marketing tool available to replace third-party cookies. Instead, marketers need to take a multifaceted approach, track outcomes and determine what alternatives work best.
Here’s a look at some options.
Implement Enhanced Conversions
Back in May 2021, Google released its Enhanced Conversion functionality and it currently supports both Google Ads and Google Analytics GA4. This effort was aimed to address the potential for up to 30% conversion tracking losses due to third party cookie deletion resulting in the rollout ITP 2.2. While initial “conversion linking” efforts filled a tracking gap, data integrity integrity worsened. With Enhanced Conversions, Advertisers can pass hashed personal data about its customers in real time to Google that is then matched to their in-house user data collection to identify missing cookie-derived conversions. Details on how to setup Google Enhanced Conversions using either the Google Tag or Google Tag Manager is available on its support pages in Google Ads Help.
Reinvest in First-Party Cookies
An investment in upgrading your on-site tracking efforts now will pay off once third-party cookies are gone. Gathering this data allows your company to gather pertinent information about your current customers as well as those just browsing on your website. With this information, you can focus on people-based targeting tactics, which can be extremely effective.
Collect Zero-Party Data
There are more ways to collect data on your customers than cross-site tracking. In fact, many customers are willing to volunteer lots of information about themselves and their shopping behaviors. Using transparent zero-party data collection strategies can shed light on customer trends and preferences and help your company develop more personalized advertising.
Develop Contextual Strategies
One tool many marketers are already turning to is contextual marketing. Rather than relying on customer data, this strategy considers website content. It focuses on advertising on sites that provide content pertaining to their goods or services. For instance, a company selling swimsuits will search for content related to swimming pools, vacations and water parks to target customers who are already searching for similar information.
Utilize Traditional Marketing Tactics
Don’t forget the power of traditional marketing strategies, such as SEO and email marketing. These tactics will become even more important for driving traffic, generating leads and converting prospects in a time without cross-site tracking.
Now’s the time to take action so you’re not forced to play catchup once third-party cookies are turned off for good.
