Most major web browsers no longer support third-party cookies, and Google will stop supporting third-party cookies in its Chrome browser in 2024. This means that if your audience uses any browser other than Google Chrome, you may not get the full picture in Google Analytics.
Not all cookies will be deprecated, however. Website owners will still be able to use first-party cookies (where cookies are collected by the site the user is visiting directly with their consent), although these are now also subject to stricter restrictions. The introduction of Intelligent Tracking Prevention (ITP) technology means that all first-party commercial cookies can only be stored in browsers for 1-7 days. In Safari, any users who return after 24 hours will be recorded as new users. This means that marketers with Safari users will never know if their customers take longer than a day to make a purchase. This is especially important when selling high-value products or services for which a customer typically makes multiple visits to your website before making a purchase decision.
To assess the impact of this, compare your ratio of new visitors to returning customers in Google Analytics - Chrome will show many more returning customers than Safari. Likewise, you will no longer turkey consumer email list be able to attribute long customer journeys in Safari to the correct (paid) source. You can estimate how much revenue you are losing by opening conversions in Google Analytics, taking an e-commerce overview and comparing that to the revenue you are reporting in your own backend.
Increased use of ad blockers
Users are increasingly using ad blockers that block ads on websites and all data sent to Google Analytics and Yandex Metrica.
Improving data quality is becoming increasingly important for data-driven marketing strategies. With access only to a limited number of users who have logged in or agreed to cookies, marketers are missing out on valuable marketing and performance measurement data, leading to poor decisions on advertising spend and website development. That’s why they need to find a new way to target and segment audiences and measure performance.
In this regard, there is an urgent need for new approaches to collecting and analyzing data. The Andata platform offers an innovative solution — a digital user passport that allows collecting data without the use of cookies. A
“digital passport” is a comprehensive user profile created based on various anonymous signals, such as IP address, device type, and behavioral characteristics on the site. This information is encrypted and processed on the server, ensuring complete anonymity and compliance with privacy regulations. This approach allows Andata to not only collect data about users when they opt out of cookies, but also provides a more accurate and complete understanding of the audience.
Read also: "Cookieless Tracking Method - How Your Business Can Thrive with Cookieless Tracking"Read the article
In addition to Google Analytics, Andata also offers integration with Yandex Direct, expanding its capabilities for the Russian market. Connecting to these systems allows data collection both with and without first-party cookies. When a user consents to cookies, a standard approach with a persistent ID is used. If consent is not given, Andata uses a server ID, which is stored on the server side and does not require storing data on the user's device.
This solution not only increases the accuracy of data tracking, but also increases user trust due to the transparency of their information processing. Users have full access to their data through the user portal, which makes the process as open and understandable as possible.
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