Starting January 4th, 2024, Chrome intends to deactivate third-party cookies for 1% of its users as a part of initial testing. This approach will gradually escalate, reaching 100% of users by the third quarter of 2024, to ensure a smooth and comprehensive transition.

A PPC expert, Thomas Eccel, considers this might have some major implications for Google Ads tracking but “it’s not the end of the world.”

“2024 will be the year of Enhanced Conversion and Consent Mode. Those privacy measurement solution can help us reveal more conversion signals and user data while respecting GDPR.

Enhanced conversions: when a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address, and/or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form, and then used to enhance your conversion measurement. Answer to cookie-phase out and will help your conversion algorithm to bid on high-intent users,” explained Eccel on his LinkedIn profile. 

Learn here how to prepare for the end of third-party cookies.