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Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

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Search Engine Journal
Search Engine Journal

The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

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HIPAA Compliance for Agencies Let’s talk HIPAA!
Confidential | 2 Agenda Introductions What Marketers Need To Know Cookies 101 Strategies, Tools, & Resources To Prepare Third-Party Cookie Deprecation Q&A & Breakout Room 01 02 03 04 05 06
3 Confidential | Today’s Speakers… Ryan Johnson Chief Product Officer Andrew Miller Co-Founder, VP of Client Services Andrew is a data-driven marketer, speaker, and problem solver. Ryan has 15 years of diverse product development leadership experience.
Confidential | About CallRail CallRail's lead intelligence platform helps agencies deliver leads to their clients that turn into better customers, proving to them that they're a trusted partner.
Confidential | CallRail’s Proven Track-Record “[CallRail] allows us to give measureable insights to our clients to prove our conversions rates. It’s a game changer.” -Bailey S., Agency Owner & CallRail Customer, G2 review Top-rated by 200,000 businesses (and counting)
Confidential | We believe passionate people create powerful results. Digital marketers on a mission to “build a better agency.”
Understanding Cookies What are browser cookies? Why are there different types of cookies? And why are they having so many parties?
Confidential | Why are there different types of cookies? First-party cookies These are created by the websites you visit. They remember things like logins, shopping carts, and browsing history on your site, making life easier for visitors. Third-party cookies These come from other companies (advertisers) following you around the web. They track your browsing habits across different sites to target you with ads. Second-party “cookies” Not a browser “cookie” but refers to data shared between companies. Marketers may share or sell their customer data to another company for audience targeting. $
Confidential | Ok, so what is a second-party cookie? First-party cookies These are created by the websites you visit. They remember things like logins, shopping carts, and browsing history on your site, making life easier for visitors. Second-party “cookies” Not a browser “cookie” but refers to data shared between companies. Marketers may share or sell their customer data to another company for audience targeting. Third-party cookies These come from other companies (advertisers) following you around the web. They track your browsing habits across different sites to target you with ads. $
Confidential | What are the different types of data? Zero Party Data: Information customers share with companies. First Party Data: Information companies collect about their customers. Second Party Data: Customer information companies sell to each other. Third Party Data: Data collected by organizations that do not directly interact with customers or business data consumers.
Confidential | Poll question #1 Which type of data do you rely on the most currently?
Third Party Cookie Deprecation Why third-party data is being phased out, and what digital marketers need to know
Confidential | Breaking News…Google Delays third-party cookie deprecation yet again! ● Announcement was made on 4/23 ahead of quarterly reports from Google. ● “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem,” according to a statement Google posted on its website for the Privacy Sandbox. ● Google did not outline a new timetable beyond shooting for 2025. **Source: DIGIDAY
14 Confidential | 14 Two Truths & A Lie About Google’s 3rd-Party Cookie Deprecation Statement #1 Google’s Privacy Sandbox strategy is mainly for privacy reasons, but also they’ve built new tools for sites that support key use cases. Statement #2 Third-party cookie deprecation is the end of user tracking. Statement #3 Google has removed 1% of third-party cookies from Chrome. ? ? ?
Confidential | Two Truths & a Lie about Google’s 3rd-Party Cookie Deprecation Statements Google’s Privacy Sandbox strategy is mainly for privacy reasons, but also they’ve built new tools for sites that support key use cases. Third-party cookie deprecation is the end of user tracking. Google has removed 1% of third-party cookies from Chrome. The Lie! It’s not the end of user tracking! Despite the heavy reliance of marketers on third-party cookies for tracking user behavior, they’re not the only tech that allows you to monitor user activity with precision. There has been and will be plenty of way to track website visitors in this new world. First-party cookies will still work by default in all browsers, delivering valuable insights into user behavior with their consent.
Confidential | 16 Google’s not the only browser to drop third-party cookies Safari 2017 Chrome 2023 2024 2025? Firefox 2019
Strategies, Tools, & Resources Innovative ways to prepare for the death of third party cookies and tools you can use moving forward
The ‘cookieless future’ that we've all been fearing is happening now. It's time for marketers to audit their tracking tools and audience data to prepare for a world where first-party data are table stakes, not just "nice to haves." Andrew Miller
Confidential | Poll question #2 Are you leveraging zero- or first-party data in your marketing?
Confidential | What should I do next? Workshop Digital Check your site: Search for your own site's first and third-party cookies in your Chrome settings and find more info on each cookie in the Chrome Developer Tools. Audit your marketing tech stack: Ask your your advertising, CRM, analytics, and data partners about their cookie usage and plans to navigate Chrome’s third-party cookie deprecation. Experiment now, win later: Find “next best case scenarios” for any audience targeting or attribution tools that depend on third-party cookies to work property. CallRail Fully utilize all first-party tracking available (with CallRail make sure each of your business phone numbers are being tracked)...no need to wait until 2025! Don’t panic :) - If you are already tracking each of your business phone numbers there is nothing you need to do to keep it working after third-party tracking is fully depreciated on Chrome. Stay current with the latest announcements from Google, but also prepare early so that the transition is smooth. Work with agencies like Workshop Digital to help you through the transition and capitalize on the latest strategies!
Confidential | Check your site: Chrome DevTools View > Developer > Developer Tools > Privacy Sandbox > Cookies
Confidential | 1. What reliance does your technology currently have on third-party cookies? 2. How are you planning to adapt your services in response to the deprecation of third-party cookies? 3. What impact do you anticipate the deprecation of third-party cookies will have on the effectiveness of your tools? 4. Can you provide examples of how your solution will maintain data privacy standards post-cookie deprecation? 5. What steps should we take on our end to align our data strategy with your new tools and methods? Audit your martech stack 5 questions to ask your analytics, CRM, and advertising partners.
Confidential | Experiment now, win later Every combination of ad platforms, audiences, and conversion tracking are different! Link to the full list in the Handouts tab!
Confidential | Invest in GA4 & Integrations Enable the CallRail GA4 integration and make sure it’s up to date to help you adapt to the phasing out of third-party cookies while enhancing AI-driven business insights (Protected Audience API).
25 Confidential | Helpful Resources Blog Article Once 3rd-party cookies disappear, here’s what small businesses will need to do On-Demand Webinar Preparing Digital Marketing Strategies for a Cookieless Future One-Sheeter Preparing Digital Marketing Strategies for a Cookieless Future Blog Article What Digital Marketers Need to Know About Google Third-Party Cookie Deprecation You can access all of the following resources via the Handouts tab!
Confidential | Connect with us! Follow @callrail and @workshopdigital for how-toʼs, product tips, company updates, and more! ○ LinkedIn ○ Twitter ○ Facebook ○ Instagram ○ YouTube
Confidential | Chat with a CallRail expert! To speak more in-depth about how CallRail can benefit your business join our breakout room now! Our team is standing by to ensure you are set up for success this year.
Confidential | Q&A + Breakout
Thank you!
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies

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  • 2. Confidential | 2 Agenda Introductions What Marketers Need To Know Cookies 101 Strategies, Tools, & Resources To Prepare Third-Party Cookie Deprecation Q&A & Breakout Room 01 02 03 04 05 06
  • 3. 3 Confidential | Today’s Speakers… Ryan Johnson Chief Product Officer Andrew Miller Co-Founder, VP of Client Services Andrew is a data-driven marketer, speaker, and problem solver. Ryan has 15 years of diverse product development leadership experience.
  • 4. Confidential | About CallRail CallRail's lead intelligence platform helps agencies deliver leads to their clients that turn into better customers, proving to them that they're a trusted partner.
  • 5. Confidential | CallRail’s Proven Track-Record “[CallRail] allows us to give measureable insights to our clients to prove our conversions rates. It’s a game changer.” -Bailey S., Agency Owner & CallRail Customer, G2 review Top-rated by 200,000 businesses (and counting)
  • 6. Confidential | We believe passionate people create powerful results. Digital marketers on a mission to “build a better agency.”
  • 7. Understanding Cookies What are browser cookies? Why are there different types of cookies? And why are they having so many parties?
  • 8. Confidential | Why are there different types of cookies? First-party cookies These are created by the websites you visit. They remember things like logins, shopping carts, and browsing history on your site, making life easier for visitors. Third-party cookies These come from other companies (advertisers) following you around the web. They track your browsing habits across different sites to target you with ads. Second-party “cookies” Not a browser “cookie” but refers to data shared between companies. Marketers may share or sell their customer data to another company for audience targeting. $
  • 9. Confidential | Ok, so what is a second-party cookie? First-party cookies These are created by the websites you visit. They remember things like logins, shopping carts, and browsing history on your site, making life easier for visitors. Second-party “cookies” Not a browser “cookie” but refers to data shared between companies. Marketers may share or sell their customer data to another company for audience targeting. Third-party cookies These come from other companies (advertisers) following you around the web. They track your browsing habits across different sites to target you with ads. $
  • 10. Confidential | What are the different types of data? Zero Party Data: Information customers share with companies. First Party Data: Information companies collect about their customers. Second Party Data: Customer information companies sell to each other. Third Party Data: Data collected by organizations that do not directly interact with customers or business data consumers.
  • 11. Confidential | Poll question #1 Which type of data do you rely on the most currently?
  • 12. Third Party Cookie Deprecation Why third-party data is being phased out, and what digital marketers need to know
  • 13. Confidential | Breaking News…Google Delays third-party cookie deprecation yet again! ● Announcement was made on 4/23 ahead of quarterly reports from Google. ● “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem,” according to a statement Google posted on its website for the Privacy Sandbox. ● Google did not outline a new timetable beyond shooting for 2025. **Source: DIGIDAY
  • 14. 14 Confidential | 14 Two Truths & A Lie About Google’s 3rd-Party Cookie Deprecation Statement #1 Google’s Privacy Sandbox strategy is mainly for privacy reasons, but also they’ve built new tools for sites that support key use cases. Statement #2 Third-party cookie deprecation is the end of user tracking. Statement #3 Google has removed 1% of third-party cookies from Chrome. ? ? ?
  • 15. Confidential | Two Truths & a Lie about Google’s 3rd-Party Cookie Deprecation Statements Google’s Privacy Sandbox strategy is mainly for privacy reasons, but also they’ve built new tools for sites that support key use cases. Third-party cookie deprecation is the end of user tracking. Google has removed 1% of third-party cookies from Chrome. The Lie! It’s not the end of user tracking! Despite the heavy reliance of marketers on third-party cookies for tracking user behavior, they’re not the only tech that allows you to monitor user activity with precision. There has been and will be plenty of way to track website visitors in this new world. First-party cookies will still work by default in all browsers, delivering valuable insights into user behavior with their consent.
  • 16. Confidential | 16 Google’s not the only browser to drop third-party cookies Safari 2017 Chrome 2023 2024 2025? Firefox 2019
  • 17. Strategies, Tools, & Resources Innovative ways to prepare for the death of third party cookies and tools you can use moving forward
  • 18. The ‘cookieless future’ that we've all been fearing is happening now. It's time for marketers to audit their tracking tools and audience data to prepare for a world where first-party data are table stakes, not just "nice to haves." Andrew Miller
  • 19. Confidential | Poll question #2 Are you leveraging zero- or first-party data in your marketing?
  • 20. Confidential | What should I do next? Workshop Digital Check your site: Search for your own site's first and third-party cookies in your Chrome settings and find more info on each cookie in the Chrome Developer Tools. Audit your marketing tech stack: Ask your your advertising, CRM, analytics, and data partners about their cookie usage and plans to navigate Chrome’s third-party cookie deprecation. Experiment now, win later: Find “next best case scenarios” for any audience targeting or attribution tools that depend on third-party cookies to work property. CallRail Fully utilize all first-party tracking available (with CallRail make sure each of your business phone numbers are being tracked)...no need to wait until 2025! Don’t panic :) - If you are already tracking each of your business phone numbers there is nothing you need to do to keep it working after third-party tracking is fully depreciated on Chrome. Stay current with the latest announcements from Google, but also prepare early so that the transition is smooth. Work with agencies like Workshop Digital to help you through the transition and capitalize on the latest strategies!
  • 21. Confidential | Check your site: Chrome DevTools View > Developer > Developer Tools > Privacy Sandbox > Cookies
  • 22. Confidential | 1. What reliance does your technology currently have on third-party cookies? 2. How are you planning to adapt your services in response to the deprecation of third-party cookies? 3. What impact do you anticipate the deprecation of third-party cookies will have on the effectiveness of your tools? 4. Can you provide examples of how your solution will maintain data privacy standards post-cookie deprecation? 5. What steps should we take on our end to align our data strategy with your new tools and methods? Audit your martech stack 5 questions to ask your analytics, CRM, and advertising partners.
  • 23. Confidential | Experiment now, win later Every combination of ad platforms, audiences, and conversion tracking are different! Link to the full list in the Handouts tab!
  • 24. Confidential | Invest in GA4 & Integrations Enable the CallRail GA4 integration and make sure it’s up to date to help you adapt to the phasing out of third-party cookies while enhancing AI-driven business insights (Protected Audience API).
  • 25. 25 Confidential | Helpful Resources Blog Article Once 3rd-party cookies disappear, here’s what small businesses will need to do On-Demand Webinar Preparing Digital Marketing Strategies for a Cookieless Future One-Sheeter Preparing Digital Marketing Strategies for a Cookieless Future Blog Article What Digital Marketers Need to Know About Google Third-Party Cookie Deprecation You can access all of the following resources via the Handouts tab!
  • 26. Confidential | Connect with us! Follow @callrail and @workshopdigital for how-toʼs, product tips, company updates, and more! ○ LinkedIn ○ Twitter ○ Facebook ○ Instagram ○ YouTube
  • 27. Confidential | Chat with a CallRail expert! To speak more in-depth about how CallRail can benefit your business join our breakout room now! Our team is standing by to ensure you are set up for success this year.
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