Given the evolving landscape of digital regulations and privacy concerns, businesses are having to change over to advanced conversion tracking methods. Advanced conversion tracking ensures user privacy, without losing the essential data needed for an effective digital marketing strategy.
This blog will delve into some advanced conversion tracking methods which will future-proof your conversion tracking in a privacy-centric internet. But first, let’s go back to basics.
What’s a Cookie?
A cookie is a small piece of data that a website stores on a user’s computer or device. It’s typically used to remember information about the user or their preferences, acting to enhance browsing experience or provide personalised content.
Cookies are sent from a website and stored on the user’s browser, and they are sent back to the website with each visit.
Third Party Cookies
Third-party cookies are created by domains other than the one the user is visiting. These cookies are commonly used for tracking user behaviour across multiple websites – analysing users’ interests and serving targeted ads.
Third party cookies are often associated with privacy concerns. This is because they allow advertisers, and other third parties, to collect and share a users’ data and browsing habits.
First Party Cookies
First-party cookies are created by the website when a user is visiting. These cookies are used to enhance user experience by remembering information such as login credentials, language preferences and items in a basket.
First vs Third Party Cookies
Both first party and third party cookies raise different privacy considerations.
Users generally have more control over first-party cookies, as they are managed through browser settings and can be cleared manually. First party cookies are also generally considered less intrusive, as they are tied directly to the website being visited.
On the other hand, third-party cookies are often managed by third-party services and may require additional steps for users to control or block them.
The Deprecation of Third-Party Cookies
GDPR ruling mandates that websites can no longer depend on implicit opt-in methods, such as displaying a cookie banner while users continue browsing. Instead, websites are required to obtain explicit opt-in consent before placing any analytics or web tracking cookies on the user’s browser.
Discussions around depreciating third-party cookies for Google users followed similar implementations from Apple Safari, Microsoft Bing and Mozilla Firefox. Intelligent Tracking Protection (ITP) for iOS browsers and Enhanced Tracking Protection (ETP) by Firefox all block third-party cookies on these browsers.
However, Google has since decided that it won’t be depreciating third party cookies, instead opting for a different approach.
Timeline of Google’s Depreciation of Third-Party Cookies
There have been various delays and pivots since Google’s original 2020 deprecation window to get to where we are today.
In 2020, Google said it would depreciate third party cookies in the following 2 years.
Then, the deadline for depreciating third party cookies moved to 2023. This was pushed back again in July 2022, when they stated their aim was to have completed the shift to the end of 2024.
In January 2024, Google made it’s first real move towards it’s goals, blocking third party cookies for 1% of Chrome users.
However, due to continual regulatory blockers, Google posted an update on the 22nd of July 2024, confirming that they will no longer be depreciating third party cookies.
Instead Google stated they intend to ‘introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time’ through their Privacy Sandbox initiative.
What Does This Mean for Marketers?
Accurate attribution, measuring the true impact of marketing campaigns and reporting return-on-investment are essential to an effective digital marketing strategy.
Despite Google no longer depreciating third party cookies, our ability to track our marketing efforts is already poor. Tracking issues arising from the use of ad blockers, some browsers blocking third-party cookies, lack of user consent and privacy regulations are already causing problems. With continuing privacy developments, it’s going to continue to get more challenging.
Focusing on PPC and Google Ads, we see the biggest impact on data. This is due to the reliance on third-party cookies and the importance of having accurate data to drive better performance.
To support our marketing clients, we are working to implement:
- Server Side Tagging
- Google Ads Conversion Tracking
- Enhanced Conversions
- Google Consent Mode (V2)
- Using Google Ads Customer Match
Server Side Tagging
Traditional conversion tracking establishes direct communication between the user’s web browser and third party tracking platforms, such as Google Analytics.
Whereas, server side tagging collects the data on the website’s own server, and sends the data to third party platforms, such as Google Analytics, from there.
Implementing Server Side Tagging reduces data loss and ensures more complete data. In addition, because the loading process is no longer happening on the user’s browser, it speeds up page load times, leading to a better user experience.
This a key solution, as it collects data in a first party context, with the server communicating directly with Google Ads. This helps to reduce the impact of tracking blockers, and reducing reliance on third party cookies.
Google Ads Conversion Tracking
Google Ads Conversion Tracking is a tracking solution native to Google Ads. This is the most accurate way to track conversions occurring after a Google ad click.
Once there is enough data, Google Ads Conversion Tracking should be set to your Primary method, so your campaigns are being optimised with this more accurate data. However, best practice suggests you should still use Google Analytics 4 conversions as a secondary action, acting as a backup and providing observation data.
Enhanced Conversions
Enhanced conversions collect data that would otherwise be lost.
When submitting a form or completing a purchase, user-provided data can be collected. Google then uses this data, such as the email provided, to match the conversion to an ad click made by a logged in Google account.
By using this first-party hashed data*, conversions can be accurately attributed to ads, even when the journey from the ad to the conversion could not be directly observed – such as when ads were viewed on one device, but clicked on another device.
*Google uses hashing to encrypt data and protect the user’s privacy.
Google Consent Mode v2
Google’s Consent Mode is a tool that bridges the gap between your users privacy choices and your need for data as an advertiser. Consent mode does this by adjusting the behaviour of Google tags based on the user’s consent choice.
When a user visits your website, if consent is denied, cookies cannot be stored. This would previously mean that we can’t store useful data, such as whether the user came from an organic search result or a Google ad click.
However, when using Consent Mode, a ‘ping’ can be sent to Google to indicate a conversion has happened. Google can then use behavioural modelling to attribute conversions to the correct source, such as an observed click on your ad.
If you are collecting data for audience building and using remarketing audiences, Google Consent Mode V2 is mandatory from March 2024 for ads in the European Economic Area (EEA), this also includes the UK.
After March 2024, no data about new EEA users will be captured by Google Ads and Google Analytics (GA4) without implementing Consent Mode V2.
Google Consent Mode V2 includes the following additions:
ad_user_data – does the user consent to their personal data being used for advertising purposes?ad_personalization – does the user consent to their data being used for remarketing?
If you use a Cookie Management Platform, this should have various settings you can toggle and implementation guides for Google Tag Manager.
Using Customer Match Audiences
Google Ads campaigns that are using automated bidding strategies and optimised targeting can benefit from Customer Match Audiences.
Advertisers can upload a list of consented first-party data into Google Ads. Google uses hashing to encrypt the data and protect the user’s privacy.
This data can then be used to target ads at specific users and those like them. Customer Match Audiences could be an alternative to the traditional remarketing and similar audiences of the past.
Atelier is a digital agency based in Hampshire, specialising in online advertising. We are able to offer advice about Google Ads and Microsoft Ads that is specifically tailored to your business needs.
If you need help to improve your conversion tracking and prepare for the changes ahead, you can contact our team.
Advanced Conversion Tracking & Privacy FAQs
What is the difference between first-party and third-party cookies?
First-party cookies are created by the website a user is visiting to enhance their experience, like remembering login details. Third-party cookies, however, are created by other domains to track users across websites, often used for ad targeting.
Why is Google not deprecating third-party cookies anymore?
Due to ongoing regulatory and technical challenges, Google has chosen to maintain third-party cookies but is introducing the Privacy Sandbox in Chrome, allowing users more control over their privacy settings across the web.
How does server-side tagging improve tracking accuracy?
Server-side tagging reduces data loss by processing data on the website’s own server before sending it to third-party platforms. This bypasses browser limitations and blocking, leading to more accurate data collection and improved page load times.
What are enhanced conversions, and how do they work?
Enhanced conversions capture user-provided data, like an email, during actions like form submissions. This data is hashed and matched to ad clicks, allowing more accurate conversion tracking even when the direct user journey can’t be observed.
What is Google Consent Mode v2, and why is it mandatory for some advertisers?
Google Consent Mode v2 adjusts tracking behavior based on users’ consent choices, using pings instead of cookies to track key actions while respecting privacy. It became mandatory for EEA-based advertisers in March 2024 for data collection on new users, aligning with stricter privacy regulations.
How do Customer Match Audiences work?
Customer Match Audiences allow advertisers to upload consented first-party data, such as customer emails, to Google Ads. Google uses this data to target users directly or create lookalike audiences, which is an effective alternative to traditional remarketing.
What are some key benefits of server-side tagging in digital marketing?
Server-side tagging improves tracking accuracy by reducing the impact of ad blockers and third-party cookie restrictions, provides faster page load times, and keeps data collection within a first-party context.
Why are conversion tracking methods like Google Ads Conversion Tracking important?
Conversion tracking methods like Google Ads Conversion Tracking provide the most accurate data for campaign performance, helping advertisers optimise based on reliable results, even if third-party cookies are limited.
How does Google Consent Mode ensure compliance while preserving tracking data?
Google Consent Mode respects user privacy choices by modifying how tags behave based on consent. It sends anonymised pings for conversion tracking, allowing marketers to gather essential insights without placing unnecessary cookies.
What advanced tracking methods are recommended to prepare for privacy changes?
To future-proof tracking, marketers can implement server-side tagging, enhanced conversions, Google Consent Mode, Customer Match Audiences, and native Google Ads Conversion Tracking. These methods allow accurate data collection while respecting user privacy.