In follow up to Google’s u-turn decision on Chrome deprecating third party cookies this year, I had a meeting with them and have noted the key points from that below.
- Chrome third party cookies are staying as they are.
- There may be an option added in the Google Ads account for advertisers to turn cookies off if they’d like to, but for now at least, there are no apparent benefits to that for the advertiser.
- The urgency has been removed from setting up Consent Mode and Enhanced Conversions, though it could still be useful and remains best practice.
- Enhanced conversion tracking is still useful in capturing those not on Chrome (e.g. Safari, Firefox etc) or those who use third party ad blockers.
- Consent Mode is still useful for capturing those who decline consent in the cookie banner. Data appears to be showing an increased trend in consumer awareness of their own data privacy, so the proportion of declines may increase over time.
- An EU regulation consent banner still needs to be in place regardless of Chrome cookies.
- Google are seeing an increase internally in conversion reporting of roughly 2-5% at present with consent mode and enhanced conversion tracking. I’ve asked for them to firm up that figure.
No comments yet.