How to Prepare for the Third-Party Cookie Phase Out

It's almost a year before third-party cookies are no more.

These little tracking items that marketers rely on to personalise advertising and create audience segments will get phased out by Google in late 2023. With Chrome used by 70% of users online, this change significantly impacts businesses that rely on a third-party cookie for their digital marketing strategy.

It doesn't like long for a year to pass, which is why it's vital to prepare for the third-party cookie phase out now. So what do you need to do?

Create a First-Party Cookie Strategy

One of the common strategies many companies are implementing is a first-party cookie initiative. For example, Facebook has created their Conversions API tool to target, optimise, and measure campaigns. Instead of customer web events getting sent by a browser, they're sent by servers.

Some benefits include the reduced risk of browser or connection issues resulting in additional insights. It can also integrate directly with popular ecommerce platforms such as WooCommerce and Shopify. The Conversions API even tracks interactions, which can offer data you couldn't utilise previously.

Switch to Google Analytics 4

If you use Google Analytics to review data, then now is the perfect time to ensure it's set up and optimised for the third-party cookie phase out. An excellent place to start is with event tracking. You should record any time someone clicks a phone number to call your business, signs up to your email list, and shares a blog post from your website.

You should also update Google Analytics 4 to collect additional first-party information. The platform can analyse offline data, such as feedback from surveys. It can even include geographic information that helps when formulating advertising plans.

Ask Your Customers for Data

The phase out of the third-party cookie is also an opportunity to go direct to your customers. A zero-party strategy sees your brand ask browsers for their communication preferences, how likely they are to purchase, and anything else that will assist you in providing a personalised experience for the consumer.

You can get creative with how you ask for these details. For example, you can create a quiz, request product reviews, and ask for an email address to let them know when new stock arrives. You can even offer discounts or gifts in exchange for providing communication preferences or personal information.

Build an Engagement Strategy

You can build upon your zero-party strategy by creating engagement initiatives that require your customers to interact with you. This can be anything from online chat discussions to social media interactions. These events will allow you to build your database without using cookies.

In exchange for interacting with your brand, you can offer loyalty benefits such as free shipping or a seamless checkout experience. The more your customers interact and engage with your brand, the more likely you are to build trust with them that they start talking about you with their friends and family.

Adapting to Life Without a Third-Party Cookie

While the third-party cookie phase-out will impact digital marketing strategies, it's also an opportunity to get creative with how you scale your business. You can continue to analyse data and events with Conversion API and Google Analytics 4. But you can even collate information from engagements and interactions with your customers.

Provided that you are upfront and transparent with your buyers about how you collect and utilise data, then many will be happy to share this information with you. It will also help you retain trust and create loyal relationships that benefit you and your business.