Revolution in Chrome: Goodbye Third Party Cookies, Here's What's Changing Now


chrome anti-tracking active testing

Google Chrome has started blocking third-party cookies for 1% users worldwide.

Google Chrome has introduced Tracking Protection, drastically limiting the use of third-party cookies. Deleting third-party cookies from Chrome represents an important step forward in protecting online privacy. Not only this initiative improves security and user control over their data, but it also marks a new direction in the digital world, where privacy is at the center of technological concerns.

Experimentation started in Chrome:

As of January 4, Chrome began testing Tracking Protection, a revolutionary measure to restrict access to third-party cookies. This feature will be initially available for 1% Chrome users globally. This represents a key step in Google's Privacy Sandbox initiative, with the goal of completely eliminating third-party cookies in the second half of 2024.

chrome privacy popup

The Historical Role of Third Party Cookies:

For nearly three decades, third-party cookies have been a mainstay of the web. Used not only for tracking user activity but also for essential features such as site access and ad personalization, they played a crucial role in the online experience. However, their elimination marks an important shift towards giving users more control over their privacy.

Chrome's Approach to the Transition:

Google has taken a responsible approach to eliminating third-party cookies. New tools have been developed to support key use cases with timescales that should allow developers to adapt. Tracking Protection will be implemented gradually to allow for thorough testing and preparation.

How Tracking Protection Works:

Users randomly selected for testing they will receive a notification when they open Chrome. While browsing, third party cookies will be restricted by default, reducing the ability to track users across different websites.
If a site does not function properly due to this limitation, Chrome provides the option to temporarily reactivate cookies for that site.

How to understand if you are included in the Chrome experimentation?

You are part of this trial if:

  • The popup shown at the beginning of the article appeared when you started your browser
  • In the options next to the URL of a site you will find the item "Anti-Tracking Protection" as shown in the video above

The Impact on E-commerce Conversion Measurement and websites:

A crucial aspect to consider with the introduction of Tracking Protection in Chrome is its impact on conversion measurement, particularly relevant for e-commerce sites. Third-party cookies have long been a key component in tracking the user's path to purchase, allowing online retailers to understand the effectiveness of their marketing strategies and optimize user experience.

By eliminating third-party cookies, e-commerce companies will have to adopt alternative methods for measuring conversions. This may include the use of first-party tracking technologies, which require more direct interaction with the customer, or advanced analytics tools that respect user privacy but still provide meaningful data.

Measuring conversions with external tools will have to adapt, while measurement via Google's internal tools should not be affected after the implementation of Google Consent Mode v.2.

This transition will require strategic and technological adaptation. E-commerce companies will have to balance the need to collect data for personalization and conversion optimization with the growing demand for privacy from users.

In summary, while Tracking Protection improves privacy, it also presents new challenges and opportunities for the e-commerce industry. It will be crucial for marketers and e-commerce owners to stay updated on the latest technologies and strategies to ensure effective measurement of conversions in a post-cookie era.


Press release from Google blog

Contact BigFive for customized e-commerce solutions and effective marketing strategies.