How to get started with cookieless PPC measurement.
First things first, what is this "cookieless" future everyone is talking about? The term cookieless refers to marketing without the use of cookies (well, in this case 3rd party cookies - read more here). Considering the prevelance of cookies in modern marketing, losing them is a pretty big deal.
This article is based on an content originally published by search engine land - It's a brief overview, for the full story please read the article.
Browser Usage
A major driver in the shift towards a more privacy focused internet experience is Google's Chrome browser.
Accounting for just under 62% of the global web-browser market, Chrome's impending removal of 3rd party cookies is a major blow to current PPC measurement and targeting standards.
Unprepared for this change? You're not alone. According to this IAB report most businesses aren't prepared for the change.
Timeline
September/October 2022
Google are expected to announce an official transition timeline and end-date for 3rd party cookies in Chrome.
November 2022-April 2023
Google will produce official guidance to aide with adjusting to the upcoming change. Expect playbooks and general documentation, but not step-by-step guides for your specific use-case.
May-August 2023
Google will officially retire 3rd party cookies in Chrome browser.
Action Plan
May ‘22: Research your options
Time to take your head out of the sand. Start by understanding how these changes will impact you (and why that's important). This will help to motivate you through the process of finding solutions that will work for your use-case.
July ‘22: Contact developers
Once you've discovered your preferred solution - Time to call in your A-team of developers. Remember, there are going to be a lot of people in the same boat here so demand for implementing solutions will be sky high - Get in early!
September ‘22: Get to work
It's likely there won't be that many one-size-fits all solutions for this challenge, but it's best to assume the implementation will take some time (especially with the queue that has formed in your developer's to do list).
October ‘22: Testing time
Time to put your solutions to the test. If possible allocate a test budget to different campaign types to get a full picture of the impact so you aren't left trouble shooting in the lead up to your black friday sale.
December ‘22: Fully sorted
You've done it! Smile in smug satisfaction at your fully realized cookieless measurement solution. Sit back and survey the panic-posts of the under-prepared littered across your Linkedin feed.
January ‘23: Troubleshooting
Ok, so you likely won't be completely done in December. Issues are bound to pop up and you'll need to factor time to implement fixes. Time to hide that success post you made in December and slide back into your developers inbox.
Privacy First Measurement Solutions
Do your own research, as requirements will vary - But here are a few places to start your hunt.
1st party Data - Your own home-grown data set.
Enhanced Conversions - Sending hashed data to be matched by Google.
Consent mode - Adjust your website tracking on a per-user preference basis.
Google Analytics 4 - Google's own solution to a cookie-less future. Event based analytics platform GA4 Privacy First Measurement Solutions
Questions?
Unsure about where to start with your transition to a cookieless PPC future?
Get in touch with our team for PPC consultation and management opportunities.
