As we move to cookieless browsing, visitor tracking need not crumble…
Not all cookies are going away. You will still be able to track visitors on your own websites. However, cookies that allow Facebook and Google to track users on other websites, such as after they’ve clicked on ads, will stop working on most browsers – including Google Chrome – in the next two years.
This means ad networks like Google Display or Facebook audience network will no longer be able to track activity in the same ways that they currently do. Moreover, app-based advertising will also need to evolve to allow for changes to the way Apple handles user privacy.
Switch to server-side tracking
Future-proofing your performance tracking should be a priority in the coming months. Our preferred method is to use the Facebook marketing API, which is one of the most promising solutions for a world of cookieless browsing, based on server-side tracking.
Read about Facebook Conversions API →
Tracking with Conversions API goes beyond what Pixel does at the moment – tracking visitor activity and events. It also tracks offline conversions, such as CRM lead conversion or in-store sales. This means you’ll be able to continue tracking website visits and conversions accurately after 2022, while also capturing additional data to better optimise your campaigns.
About the Author
AccuraCast is a data & tech-led B2B digital marketing agency focused on international growth. Over 20 years of expertise in paid search & display advertising (PPC), search engine optimisation (SEO), and social media marketing for ambitious B2B and B2B2C brands. Offices in London, New York and Madrid.
