Is Google Phasing Out of Third-Party Cookies?
If I say the word cookies to you, what is the first thing that comes to mind? I’m going to guess something delicious that you can bake in your kitchen. But how about 3rd party browser cookies? I’m sure you’ve heard of them. They are little text files that contain browsing data such as computer IDs, usernames, passwords, and search history. Browser cookies have long been a tool marketers and SEO experts use to collect data and help them better understand their audience.
In early 2020, Google announced its plans to phase out 3rd party cookies to address the privacy concerns amongst consumers. While the original goal was to complete 3rd party cookie deprecation during Q4 of this year, Google has since delayed its plans until early 2025. As business owners, it is important to start preparing for this change, as it will dramatically alter how you analyze your audience. Luckily, the staff at McCauley Marketing Services has been hard at work preparing for the upcoming changes, and we have a few helpful tips if you’re unsure where to start. Of course, our best advice is to employ the services of a talented SEO and marketing firm, but if you’re not ready for that yet, the tips below can help you with the transition.
Google Analytics 4:
In a previous blog, we discussed Google Analytics 4. GA4 is a powerful platform that allows marketers and business owners to track website and app engagement, providing them with detailed data collection and reporting to predict consumer behavior. Harnessing the power of GA4 will enable you to gather data from your target audience and tailor ad personalization to retain existing customers and obtain new ones. GA4 is a robust system with many features that can fill in the gap of 3rd party cookies. If you aren’t already familiar with GA4, now is the perfect time to do so as everyone was automatically transitioned to this.
First-Party Cookies:
Google may be working to phase out 3rd party cookies, but rest assured, 1st party cookies aren’t going anywhere. The only difference between 1st and 3rd party cookies is the way in which they are created. The data collected remains the same. Harnessing the information collected by 1st party cookies gives you powerful information about your consumer base, allowing you to target and retarget those audiences with ad personalization. So, you can continue to rely on 1st party cookies, such as Google Analytics, for your marketing strategies.
Site Optimization and Google Sandbox:
Any time Google makes a change, there is a possibility that your site can break. One of the best ways to avoid this potential issue is to practice a software technique known as active testing. Active testing will allow you to monitor the performance of your site without 3rd party cookies and correct any issue prior to the phasing out in early 2025.
While testing your site, you may also want to consider utilizing Google’s Privacy Sandbox, which is a series of APIs that prevent site tracking and prioritize user privacy. Privacy Sandbox aims to introduce a new set of tools and standards for web developers and advertisers to utilize while collecting user information. Through Privacy Sandbox, Google and other companies hope to find a replacement for 3rd party cookies, prioritize consumer privacy, and present advertisers with an alternative solution to assist with data gathering and marketing.
This industry is constantly changing, but that doesn’t mean your business has to suffer while you pivot your marketing strategy to meet these ever-changing demands in the SEO world. As experienced marketers and SEO experts, the staff at McCauley Marketing Services stays on top of all the latest Google updates. We are experts at leveraging advanced technology with strong marketing strategies to help grow your business. If you want to know more about us and how we can help improve your marketing, contact McCauley Marketing Services today. You can also find us on Facebook, X, and Instagram for additional information and marketing tips.