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Google Chrome Cookie Deprecation: Mitigating Conversion Loss for Google Ads

15 Mar 2024 Jessica Ortiz

in Digital, Paid Search, Trending

Google Chrome Cookie Deprecation: Three Strategies to Mitigate Conversion Loss for Google Ads

Cookie deprecation, long expected, is finally arriving. With Google initiating the restriction of third-party cookies for a portion of Chrome browsers starting January 4, 2024, the impact on advertising efforts cannot be overstated. Google’s move underscores a fundamental shift in how advertisers track and attribute conversions; the traditional methods of campaign optimization are far more challenging. Brands advertising on Google: if you fail to keep up with these changes, your business will likely see a significant loss of conversion data, hampering your ability to effectively target and measure marketing efforts. By the same token, our post-cookie future need not be grim: here I outline some of the strategies we use to keep our brands growing while ensuring consumer privacy.


Introduced by Google in 2021, Enhanced Conversion Tracking addresses conversion gaps arising from data privacy concerns. Utilizing a secure one-way hashing algorithm called SHA256, Enhanced Conversions encrypts first-party customer data such as email addresses before transmitting it to Google. This approach ensures user privacy while enabling Google to record conversions that might otherwise go untracked. By incorporating hashed 1p data into conversion tracking, advertisers can enhance data quality and signal, thus improving bidding strategies and overall campaign performance.

Enhanced Conversions for Web

Enhanced Conversions for Leads

Relevant for advertisers who want to track sales and events that happen on a website.

Relevant for advertisers who want to track sales that happen off a website (for example, phone or email) from website leads.

Improves measurement of online conversions.

Improves measurement of offline transactions that came from a website lead or visitor.

Allows advertisers to send hashed first-party, user-provided data from a website when a user converts. The data is then used to match your customers to Google accounts, which were signed-in to when users engaged with one of your ads.

Allows advertisers to use hashed, first-party user-provided data from website lead forms for offline lead measurement. When leads are uploaded, the provided hashed information is used to attribute back to the Google Ad campaign.

Source: Google



Server-Side Tracking presents an alternative to client-side tracking via third-party cookies by processing user data on a server controlled by the advertiser. This method not only maintains data quality but also enhances security since data processing occurs off the user's device. By utilizing a server container managed through Google Tag Manager, advertisers gain greater control over data processing and distribution, reducing reliance on JavaScript in users' browsers and centralizing data management.


Source: Google



Consent Mode offers advertisers the ability to adjust Google tags' behavior based on users' consent status, filling in conversion gaps resulting from incomplete consent. Through conversion modeling powered by Google AI, Consent Mode analyzes observable data and historical trends to quantify the impact of marketing efforts, even in cases where user consent for cookies is not granted. By assessing attribution paths for unconsented journeys based on consented user data, Consent Mode provides a more comprehensive and accurate view of advertising performance while respecting user privacy preferences.


Source: Google


A final important point: the ramifications of failing to adapt to cookie deprecation could extend far beyond just a loss of conversion data. Without implementing appropriate practices, advertisers risk more than just the effectiveness of their campaigns; they risk eroding the trust and confidence of their audience. In an era where privacy concerns are at the forefront of consumer consciousness, neglecting to prioritize user privacy and data security could result in irreparable damage to brand reputation. Furthermore, the inability to accurately measure and attribute campaign performance may lead to misguided decision-making, wasted resources, and missed opportunities for growth.

By embracing privacy-centric practices and leveraging advanced tracking mechanisms, advertisers safeguard against conversion loss and pave the way for sustainable success in an increasingly complex digital ecosystem. Now more than ever, the importance of adapting to cookie deprecation cannot be overstated, as the future of effective advertising hinges on the ability to navigate these challenges with agility and foresight.

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