Third-Party Cookies Phase Out. What Should We Expect?

Saturday, July 21

In 2023, Google is going to phase out third-party cookies. Why? Because Google cares about the protection of the personal data of its users. But what does this mean for business owners and Internet marketers? Let’s find this out.

Cookies are data files of user behavior on the site. With their help, the site remembers information about your visits and each time becomes more convenient and useful for you. For example, cookies are used to store language settings, select useful ads for you, count page views, etc.

There are 3 types of cookies:

  1. First-party cookies — they are created and used only by the site you visited.
  2. Second-party cookies — information about users that companies can pass to each other based on a bilateral agreement.
  3. Third-party cookies. They are stored and used by sites and platforms that place their content on the web pages you visit.

Once Google bans all types of cookies, the world of Internet marketing will change. It will be more difficult for target analysts to set up targets, track a user’s path to conversion, run retargeting, and more. According to Statcounter, Google Chrome accounts for 65% of the global browser market. Therefore, the refusal to support cookies is very important for specialists and business owners.

What changes should we expect?

First-party cookies will only be stored for 24 hours. Then they will be deleted automatically. That means, if you went to the site yesterday morning to look for some products, then the next evening the system will record you as a new visitor.

The use of insecure cross-site tracking will be blocked.  These changes will affect all countries of the world and will work (or it’s better to say will not work) on the desktop and mobile versions of Chrome. Mozilla Firefox and Safari have already set similar restrictions in 2017. Chrome will join them soon.

In 2023, Google phase out third-party cookies. What changes should we expect? Check out the Power Up Blog✅

… and where will they lead to?

Now experts see a holistic picture of the customer journey. They can track the user’s actions and see how many days have passed from the time of the first visit to the site before making a purchase. In 2023, it will be impossible to track this, because the first-party cookies will be stored for 24 hours only. Specialists will not be able to track the entire path of the customer journey and find out what motivated them to make or not to make a purchase.

After these restrictions will come into effect, the following changes are expected:

  • the number of site visitors increases. These are not all registered accounts. Some of them visited the website a couple of days ago, but the system identifies them as new visitors.
  • the share of conversions from direct traffic will grow. After the restrictions are imposed, it will appear that the user came to the site from nowhere. But in fact, the advertiser has already spent money on attracting him to the site.
  • it will be more difficult to determine the effectiveness of marketing channels, as the amount of data for analysis will decrease.
  • the cost of attracting a client will increase. Without cookies, experts will not be able to determine which advertising channel is effective. In addition, they will lose access to the interests of the audience as they work based on third-party cookies.
  • registration and login to the site via social media will be unavailable. This technology works based on cookies. However, if multiple sites set the agreement, they will be able to leave this authorization method.

How will these changes affect the work of marketing specialists?

For those who evaluate the effectiveness of advertising campaigns using reports inside the ad cabinet, the changes will be minimal and will hardly affect their work. But for professionals who use end-to-end analytics to evaluate the effectiveness of advertising channels, the work becomes more complicated. Data will not be stored for more than a day, and third-party cookies will be blocked.

However, it is too early to go into panic mode, as we don’t know exactly how the restrictions will be implemented so far. In fact, if you are forbidden to store first-party cookies for more than a day, then users will have to log in again every day. It will be inconvenient for both users and websites.

How to prepare for the restrictions now?

Collect first party and second party cookies. Start collecting user data in the CRM system each time people leave a request. It will help you to know exactly what channels lead a person to the site and you can use this data to develop a multi-channel sequence. To collect second-party data, agree with another company and note that the data may be transferred to third parties.

Motivate site visitors to create an account and log in. Then you can save a list of advertising sources that led the user to the site.


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