Google Chrome is Ending Third-Party Cookies: What You Need to Do?

What are third-party cookies?

They're tiny bits of data stored in your browser by websites you aren't currently visiting. Advertisers use them to track what you do across different sites. This helps them show you targeted ads and measure campaign success.

What's happening now?  

Google Chrome is blocking third-party cookies by default. It's part of their Privacy Sandbox plan. They aim to protect your privacy while still allowing useful ads. Instead of cookies, Chrome will use new tools like the Topics API and Attribution Reporting API. These focus on anonymized, group-level data instead of individual tracking.

What brands need to know?

Third-party cookies have been essential for online ads for years. Without them, advertisers lose crucial insights into how people behave across the web. This change affects two key areas:

1. Data Quantity: Platforms like Google Ads and Meta get less information. If a user isn't logged in, blocked cookies mean events (like viewing a product or adding to cart) aren't reported. Fewer signals mean harder campaign optimization.
   
   
2. Data Quality:Even solutions like Meta's Conversion API (CAPI) – which sends data from your server – struggle. If a user adds to the cart without logging in, CAPI can't link that action to a specific person. Retargeting and personalized ads become less effective.

How to Adapt: Practical Steps

1. Collect More First-Party Data
   This is data that users give you directly. Make it worthwhile for them:
   
   
   • Offer discounts, loyalty points, or exclusive content for creating an account.
   • Encourage early logins during their visit.     
   • This gives platforms the user identifiers (like email) they need for better tracking and ad targeting.
     
     
2. Use Server-Side Tracking
   This sends event data directly from your server to ad platforms, bypassing the browser. It solves the "quantity" problem.
   
   
   • Events aren't blocked as third-party cookies.
   • Data is more reliable.
     Combined with first-party data, it keeps analytics and ads working well without cookies.

How to implement it on Shopify

You have two main paths:

1. Server-Side Google Tag Manager (GTM)
   Use a tool like Stape.io. Host a GTM container on your subdomain (e.g., track.yourstore.com)
   
   
   • Events are seen as first-party data (not blocked).
   • Works smoothly with your existing GTM setup.
     
     
2. Direct Server-Side Apps
   Solutions like Elevar connect directly to platform:
   
   
   • Google Ads, Meta Ads, Google Analytics 4, TikTok.
   • Often faster to set up, especially if you lack technical resources.

The Bottom Line

Chrome's cookie change is significant. But it's manageable. Focus on building direct relationships with customers through first-party data. Combine this with server-side tracking. Businesses that do this will stay competitive and keep their ads effective.