Advertisers who have already implemented Conversions API: You should be fine, and will simply need to check your chosen solution will incorporate Google’s new opt-in feature as and when it goes live. In the meantime, continue acquiring first-party data to future-proof your marketing.
Advertisers who have not implemented Conversions API: Google’s change of plans might not buy you much time. The industry is fairly united in their view that Google hasn’t dropped plans to reduce third-party cookie usage altogether. We expect to see a new proposal in the Privacy Sandbox before the end of the year, followed by rollout in 2025. This means you might have a year to put in place a solution.
