In this article we go through what a “cookie” is and why we are so dependent on them and tips on how to succeed with Growth Marketing in a landscape without third-party cookies.
What is a cookie?
First a little recap, what is a “cookie” and why are we so dependent on them? A cookie is a text file that the website you are visiting saves on your computer or phone. There are cookies that we need to make websites work well and those that improve the user experience. When we talk about cookies in this context, it is mainly about cookies to measure advertising campaigns and learn about user behavior.
Different types of cookies
First- and third-party cookies exist to track user behavior online, but are collected and used in different ways.
The difference between first- and third-party cookies is about who uses the data. A first-party cookie collects and sends data about your user behavior to the owner of the website you visit. A third-party cookie is sent to a third party, such as Google or a company that wants to know how you continue to browse from an ad. The third-party cookies are responsible for showing you the ad of that nice carpet you looked at on a website last week.
Any tips for marketing when the use of third-party cookies die out?
First and foremost, targeted marketing through third-party cookies will eventually fade out. It will simply be more difficult for a third party to adapt their marketing. As early as 2017, Safari restricted third-party cookies, followed by Firefox, which in 2019 chose to block it by default in their browsers. Google (Chrome) has also announced that they will phase out third-party cookies completely in 2022. The reason? Well, users’ privacy.
Tips on how to succeed in a landscape without third-party cookies
1. Time to take control over your data
When third-party cookies are phased out it becomes even more important to have first-party cookies. It is important to use them correctly, improving the user journey for your visitors.
Tell your visitors which cookies you use and let them choose whether they want to be tracked or not.Learn to track without support from Google or Facebook.
Now it’s time to get creative and the first step is to collaborate between teams or departments at your company. You often have the knowledge and skills inhouse, it is just a matter of finding a forum where everyone can participate and contribute. Invite salespeople, developers, graphic designers and copywriters, data scientists etc.
Update to Google Analytics 4 today
Having an updated analysis tool is of course crucial for our job. GA4 will be the only version of Google Analytics that will continue to collect data from July 2023. Thankfully it will make the traceability of mobile apps and websites easier once it is in place..