Google Chrome’s Restriction of Third-Party Cookies

At the start of the year, a new policy by Google Chrome began to limit third-party cookie access for 1% of its users, subject to information provided by the Digital Sunbird. The intention of this policy is to gradually increase this limitation coverage until it has reached all of Google Chrome’s users worldwide by Q3 in 2024.

A Smooth Transition Towards Limiting Third-Party Cookies

Recognizing the potential national and international implications of such a change, Google is making allowances for websites and businesses. It is providing them with opportunities to request additional time to wean off from their dependencies on third-party cookies, particularly when they are not intended for advertising uses.

New Cookie Regulations

To aid with this process, Google has introduced deprecation trials and developed a set of criteria to qualify for them. These trials are designed to temporarily reinstate third-party cookie access until 27th December 2024, but only for eligible third-party services. They are primarily intended to support services that could face functional disturbances, and not to make the data collection process more convenient.

Process of Enabling Cookie Trials

To enable these third-party cookie access trials, services that have been approved need to add unique access tokens in the Chrome browser. Google recognizes the limited time frame between the opening of registration and cookies getting blocked for 1% of traffic, hence providing a grace period up to 1st April 2024 for permitted sites to deploy their tokens. There are detailed instructions and guidelines available for adding the trial token to web pages.

Eligibility for Deprecation Trials

Some third-party services are able to apply for temporary cookie access via these deprecation trials. However, eligibility is extremely limited. The focus is on services already experiencing proven functional breakage, not those having issues with data collection.

Advice for Business Owners

Business owners who heavily rely on third-party services or cookies are being advised to conduct audits of their site’s usage, and devise contingency plans as part of their business continuity planning process. As the rollout has already begun, they need to act swiftly to mitigate any negative impact on their user base.

Preparations for a Future without Third-Party Cookies

In anticipation, businesses are being advised to familiarise themselves with Google Analytics 4 Features that can aid their readiness for the elimination of third-party cookies.