Google is set to remove third-party cookies in Chrome in 2023. This will mean that websites will not be able to track your browsing habits unless you opt-in for it. This change is being made in order to reduce the amount of data that is being collected by websites.
Many brands were caught off guard with the iOS updates. Don't get left behind when browsers also put an end to third-party tracking by 2023. If you are concerned about the implications of this change, there are a few things you can do to prepare.
First, make sure that your website is ready for the change. Secondly spend confidently and attribute more purchases consistently with the most advanced Server-Side tracking on the market.
What Are Third-Party Cookies?
Third-party cookies are cookies that are placed by websites other than the one you are currently browsing. This means that they are not placed by Google Chrome or the website that you are currently visiting.
They can be helpful, for example, by saving your login information so that you do not need to enter it each time you visit a website. However, they can also be used to track your movements on the internet.
What is Server Side Tracking?
Server-Side Tracking is a technology that allows advertisers to track conversions without relying on cookies or other third-party solutions.
This is accomplished by sending conversion data directly to the ad platforms, bypassing the need for cookies altogether. As a result, Server-Side Tracking is more accurate and reliable than traditional cookie-based tracking, and it's also more private because it doesn't rely on personal data.
What does server-side conversion tracking do?
Server-side conversion tracking is a way to track conversions that happen on your website. This type of tracking is typically used to track sales or leads, but it can also be used to track other types of conversions, such as sign-ups, downloads, or purchases.
Server-side conversion tracking typically requires that you place a piece of code on your website that will send information about the conversion to a server. This server will then record the conversion and provide you with data that you can use to track your results.
It's important to note that this type of tracking isn't limited to online retailers - any business that relies on customer data can benefit from it.
Why is server-side conversion tracking more accurate and reliable?
Server-Side Conversion Tracking is more accurate because it doesn't rely on cookies or other third-party solutions.
Cookies are temporary files that are stored on your computer by websites you visit. They contain information about the websites you have visited and the pages you have viewed.
As a result, cookies can often be inaccurate because they don't always reflect the true behavior of your customers.
In contrast, server-side conversion tracking relies on data that is sent directly from the customer's browser to the advertiser's ad platform.
How Does Server-Side Tracking Work?
Server-side tracking works by collecting data from your website's code. This data includes the URL that was visited, the time that it was visited, and any information that was input into a form on your website.
This information is then sent to a conversion tracking platform. These platforms help you to track the number of visitors who converted into customers.
They also provide you with detailed reports about the actions that led to these conversions. This platform collects the data and logs it into a database.
This database can then be used to track the behavior of your customers across different channels, such as web, email, and app conversions.
This data includes the URL that was visited, the time that it was visited, and any information that was input into a form on your website.
Why do I need to know about server-side tracking?
Server-side tracking is vital for conversion tracking. Without it, you won’t be able to track the behavior of your visitors across different channels.
This information is essential for understanding how your website is performing and for identifying which areas need improvement.
Server-side tracking also helps you to understand the behavior of your customers. This information can be used to improve the design of your website and to target your marketing campaigns more effectively.
Google Chrome is removing the ability to track third-party cookies in 2023. This means that your website will no longer be able to track the behavior of your customers across different channels.
Without this information, it will be difficult to understand how your website is performing and to improve the design of your website.
If you’re not currently using server-side tracking, it’s important to start now. By tracking the behavior of your customers across different channels, you can improve the design of your website and target your marketing campaigns more effectively.
What is the difference between client-side and server-side tracking?
Client-side tracking is the traditional way of tracking the behavior of your website visitors. This information is collected by cookies that are set by your website visitors.
Server-side tracking is a more advanced form of tracking. This information is collected by scripts or programs that are run on the server side of your website.
This means that it's not tied to the cookies that are set by your website visitors. With server-side tracking, you can track how customers interact with your website across different channels (such as desktop, mobile and tablet).
This information can be used to improve the design of your website and target your marketing campaigns more effectively.
Pros and Cons of client-side tracking
There are several advantages and disadvantages to client-side tracking.
1. Client-side tracking is more accurate than server-side tracking. This is because client-side tracking uses the user's actual IP address, rather than a proxy IP address.
2. Client-side tracking can be used to track specific users, rather than just general traffic. This allows you to get more detailed information about your users' behavior.
3. Client-side tracking is less likely to be blocked by ad blockers and other software that can interfere with server-side tracking.
4. Client-side tracking is less resource-intensive than server-side tracking. This means that it can be used on websites with limited resources.
1. Client-side tracking requires more code to be implemented on the website. This can make the website slower to load.
2. Client-side tracking is less secure than server-side tracking. This is because the tracking code is stored on the user's computer, rather than on the server.
3. Client-side tracking is less private than server-side tracking. This is because the tracking code is stored on the user's computer, rather than on the server.
4. Client-side tracking is more likely to be blocked by ad blockers and other software that can interfere with server-side tracking.
Pros and Cons of server-side tracking
There are both pros and cons to using server-side tracking.
Some of the pros include:
1. Increased accuracy: Server-side tracking is generally more accurate than client-side tracking because it eliminates the need for third-party cookies.
2. Increased security: Server-side tracking is more secure than client-side tracking because the data is stored on the server rather than on the user's device.
3. Reduced costs: Server-side tracking can be less expensive than client-side tracking because it eliminates the need for third-party cookies.
Some of the cons of server-side tracking include:
1. Increased complexity: Server-side tracking can be more complex than client-side tracking because it requires the use of additional software and hardware.
2. Reduced flexibility: Server-side tracking can be less flexible than client-side tracking because it is more difficult to change the tracking code.
3. Limited compatibility: Server-side tracking may not be compatible with all browsers and devices.
We hope you enjoyed our blog post about Google's Chrome browser changes. Google recently announced that they will be removing third-party cookies in the future, meaning that the changes are coming soon. If you don't want your website/campaigns to be affected by this, you should start implementing some of the changes now. For instance, limiting the third-party cookies, implementing server less tracking etc. If you're still not sure what to do, please contact our support team at firstname.lastname@example.org. Thank you for reading, we are always excited when our articles provide useful information on a topic like this!