Third-party cookies are deprecated in Chrome. Safari has blocked them since 2017. iOS tracking is restricted. The brands that win in this environment have built first-party, server-side tracking infrastructure that does not depend on cookies. We design and implement complete cookieless tracking solutions.
Third-party cookies are deprecated in Chrome as of 2024, following Safari (2017) and Firefox (2019). They no longer function for cross-site tracking in major browsers. Advertisers and analytics tools relying on third-party cookies for attribution, retargeting and audience building have been losing data accuracy for years. Building first-party tracking infrastructure is now essential.
First-party cookies are set by the domain the user is visiting (your store) — these continue to work. Third-party cookies are set by a different domain (an ad platform's tracking pixel) while you are on your site — these are blocked by most browsers. Cookieless tracking uses server-side signals, first-party cookies and hashed email identifiers instead of third-party cookies.
Google Consent Mode v2 allows GA4 and Google Ads to model conversions for users who decline cookies — using aggregated, anonymous signals to estimate conversion rates without individual tracking. Implementing Consent Mode correctly recovers 20–40% of the conversion reporting lost from users who opt out of cookies.
Yes — through first-party data retargeting (uploading customer email lists as custom audiences to Meta, Google and TikTok), contextual targeting and Google's Privacy Sandbox APIs like Protected Audience. We build retargeting strategies that function in a cookieless environment.
A complete cookieless tracking implementation — first-party cookie migration, server-side tracking, CMP setup and consent mode configuration — typically takes 4–8 weeks depending on your existing setup complexity.
Book a free cookieless tracking assessment and see how your current setup will perform in the post-cookie world.