Can we still measure things accurately without cookies?

In 2022, for privacy reasons, web browsers will take tougher action against so-called third-party cookies. These are cookies that store data about you on your device (mobile, tablet, desktop, laptop), which external parties use to enrich their own data. Companies such as Google and Facebook have thus earned trillions of euros from this in recent years. We, as online marketers, have also benefited from this, as it has enabled us to target our advertising very precisely. The rules of the game are set to change, and we need to adapt now to avoid being left empty-handed later on.

Privacy first and foremost

Web browsers are set to put an end to the unchecked use of third-party cookies ‘sometime in 2022’. Visitors will have to actively indicate in their browser settings that they accept these cookies. Would you do that? No, neither would we. Companies that make their money online really need to give some serious thought to how they’re going to prepare for this. What are the big players doing?

Google as an example

Companies such as Google and Facebook will feel the full brunt of the drastic changes to cookie policy if they do nothing. Bear in mind that they are working flat out on this, so that they can continue to dominate the world beyond 2022. The first changes they’re implementing, particularly at the moment, involve legal documents and shifts within corporate structures. What will really interest you and us, however, is the move towards measuring statistics. 

Google Analytics 4

The well-known Google Analytics tracks repeat visitors using cookies. Officially, these are referred to as secondary or analytical cookies, but technically speaking they are third-party cookies. These too will therefore be blocked from 2022 onwards, which would mean that nobody would be able to collect statistics any more. Google must, of course, come up with a solution, and they have introduced a service specifically designed for tracking apps, upgrading it to the Google Analytics 4 analytics suite. This was always Google’s plan, but with the new legislation on the horizon, its launch has been accelerated. With all the accompanying lack of documentation. Anyone who currently uses Google Analytics to track their website must now implement Google Analytics 4 alongside it (or have it implemented). That way, you can start building up a history straight away. The setup of Google Analytics 4 is very different from the familiar version, but we have already implemented it on numerous occasions. What we’re seeing is that Google Analytics 4 is truly very advanced, but that, for the sake of speed, not everything is quite ready for it yet.

Implications for Google Ads

Working with target audiences, responding to search behaviour and running remarketing campaigns are all set to undergo a major overhaul. These are precisely the gems that have made companies like Google and Facebook so successful. The use of third-party cookies used to yield so much valuable data, but that will soon have to change. The coming months will reveal what their plans are in this regard.

More internet service providers are set to follow suit

Everyone is watching what Google and Facebook are doing, but more companies need to follow suit. Your company needs to start preparing for this. If you don’t do much online, it’s not such a big deal. The past year of the pandemic has certainly shown the power of the online world and the shifts that have taken place. Good online visibility remains crucial and, in our humble opinion, it’s set to become even more important. Would you like to find out what challenges your business will face in 2022? Then don’t wait any longer. The summer period starts next month, and you’ll need to have everything in place between September and December. Fortunately, we can act quickly, so feel free to call or email us to brainstorm.