Implementing conversion tracking in light of the third-party cookie ban in Google Chrome requires a strategic approach based on first-party data, server-side tracking, and robust tag management. Below you will find detailed implementation instructions with recommendations. They are tailored to Ingenious Technologies’ clients but are generally suitable for any online store or e-commerce activity that uses conversion tracking:
Step 1: Use a first-party tracking domain
Implementation:
Set up a tracking domain that serves as your website’s first-party domain. To do this, configure your DNS settings to create a subdomain (e.g., track.yourwebsite.com) specifically for tracking purposes.
Purpose:
This domain stores first-party cookies on behalf of your website, thereby maintaining tracking functionality without relying on third-party cookies.
Step 2: Server-side conversion tracking
Implementation:
Develop a mechanism to send conversion data from your server to the tracking platform or network. To do this, conversion events are recorded on your server (e.g., via webhook or API call) as soon as a user completes a conversion action.
Tools and Integrations:
Use APIs or webhooks (callbacks).
Step 3: Send attribution information on the server side
Implementation:
Send as much attribution information as possible to your tracking platform along with the conversion events. This includes the click ID, the transaction-specific cookie (TSC) value, the customer ID, the session ID, and other relevant identifiers.
Purpose:
This data improves the accuracy of the attribution model by enabling conversions to be attributed to specific marketing activities or user interactions.
Step 4: Implement on-page tags (on the browser side)
Implementation:
Integrate first-party tags directly into your website to track user interactions and send the data to your tracking platform.
Details:
On-page tags should track events such as page views and incoming traffic (clicks) and, where available, pass this information along with the session ID or customer ID.
Step 5: Use session IDs and customer IDs
Implementation:
Whenever possible, use session IDs (for anonymous users) and customer IDs (for identified users) in your tracking setup. Store these identifiers in first-party cookies set by your tracking domain, or pass them on the server side.
Usage:
Use these IDs to link user behavior and conversion events across sessions. This improves the continuity and accuracy of your tracking—without the need for third-party cookies.
Step 6: Implementing sGTM on a first-party domain
Implementation:
For customers using Google Tag Manager, it is important to ensure that it is hosted on a first-party domain (sGTM) on the server side to avoid the instability associated with third-party GTM implementations.
Advantage:
This setup is more stable and reliable for tracking purposes, as it adheres to the principles of first-party data and is less likely to be blocked or restricted by browsers.
Important Information
Data Protection Compliance:
Ensure that all tracking implementations comply with applicable data protection regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). This includes, in particular, obtaining user consent where required and providing transparent information about data collection.
Data Security:
Ensure secure data transmission (e.g., via HTTPS) and protect personal data from unauthorized access.
By implementing these steps, Ingenious Technologies’ customers—as well as other e-commerce companies—can effectively track conversions even without third-party cookies. The focus is on first-party data, server-side mechanisms, and privacy-compliant tagging practices to continue gaining precise and meaningful insights into user conversions.
