How to do conversion tracking in 2025

2024 was the year of GA4, but things don't stop there. If you want to stay ahead in digital marketing tracking in 2025, it’s time to adapt to the changing landscape. Privacy concerns are growing, and regulations are tightening, making it more important than ever to be mindful of how you collect and use data. With third-party cookies disappearing (or are they?), marketers need to focus on first-party data strategies and embrace new tools. The key to success will be balancing effective marketing with respect for user privacy and compliance with global laws.

Privacy-First World

Right, so with all these privacy laws popping up all over the place, it’s getting a bit trickier for marketers. You’ve got GDPR here in Europe, CCPA over in California, and now there’s even new laws in Brazil and India – all of them tightening the rules around how data’s collected, and making sure users know exactly what’s going on with their info. The days of just grabbing as much data as you can without thinking are long gone, and if you don’t play by the rules, you could be facing some hefty penalties.

Now, if you’re in marketing, it’s not all doom and gloom, but you do need to start focusing on something called "data minimisation." Basically, that means only collecting what you actually need, no more, no less. And you’ve got to be upfront with people – cookie consent banners and clear privacy policies are a must these days. No more sneaky tracking in the background – users have to agree to it, plain and simple.

In short, stricter rules are here, and if you want to stay out of trouble, you’ve got to be crystal clear with people and make sure you’re only asking for the data you truly need.

The End of Third-Party Cookies, Or is It?

Google was to phase out third-party cookies from Chrome by the end of 2024, but have recently pushed back this deadline.

If cookies do go away, its worth thinking about ahead of that time. Since Chrome’s the most popular browser out there, this is a big deal for marketers. What it means is, you’ll have to start relying more on first-party data and finding new ways to track and target your audience without those third-party cookies doing the heavy lifting. Now, if you’re thinking “well, at least we’ve got other browsers,” think again. Safari and Firefox have already got rid of third-party cookies, putting stricter privacy measures in place ages ago. So, if you’ve not already, it’s time to face facts – the old ways of tracking folks are on their way out. You’ll need to look into alternative solutions, like server-side tracking, to keep reaching your customers in a way that works without breaking any rules.

In short, third-party cookies are soon to be a thing of the past, and if you’re not ready for it, you’ll have some catching up to do!

Server-Side Tracking

There’s a shift happening in the world of data tracking, and more brands are moving from client-side to server-side tracking. It’s all about taking control. With server-side tracking, businesses can get a better handle on how they collect data, making sure it’s done securely and in line with privacy laws. Tools like Google Tag Manager Server-Side are becoming more popular as brands look to tighten up their data game.

One of the biggest perks with server-side tracking is that you actually own the data you collect. No more relying on third-party platforms as much – it’s your data, in your hands. This makes it a lot easier to comply with privacy regulations, as you know exactly what data you’ve got and how it’s being used. Plus, it boosts security, keeping everything under your own roof.

In short, moving to server-side tracking gives you more control, better security, and makes staying on the right side of privacy laws a whole lot easier. A shift worth making, I’d say!

First-Party Data Strategy

With third-party cookies on their way out, the importance of first-party data has never been greater. Marketers now need to get cracking on building their own strategies for gathering data directly from customers. This means using things like CRM systems, customer interactions, and loyalty programmes to collect the info you need. You can’t rely on third-party tracking anymore, so your own data is what’s going to drive your marketing forward.

And there’s another type of data you should be paying attention to – zero-party data. This is the info customers willingly hand over, like when they fill out surveys or tell you their preferences. It’s a goldmine for personalised marketing because it comes straight from the customer and doesn’t need any third-party tracking. Together with first-party data, it’s a powerful way to tailor your marketing efforts while staying on the right side of privacy rules.

In short, first-party and zero-party data are the way forward. The more you can gather directly from your customers, the better you can personalise your marketing without relying on those third-party cookies.

Consent Management Platforms (CMPs)

With privacy laws tightening up around the world, integrating a Consent Management Platform (CMP) has become essential for businesses. A CMP helps you manage user consent for data tracking, ensuring you're staying compliant with regulations like GDPR and CCPA. These platforms are designed to gather, store, and respect users’ choices about how their data is used, giving you peace of mind that you’re following the rules.

One key benefit of CMPs is the ability to offer granular consent options. This means users can pick and choose what types of data they’re happy for you to track – whether it's functional, analytical, or advertising-related. Giving people this level of control not only helps you stay on the right side of the law, but it also builds trust with your audience. When users feel like they’ve got a say in how their data’s used, they’re more likely to stick around.

In short, as privacy laws expand, using a CMP is a smart move. It keeps you compliant and fosters trust by giving users more control over their data.

Conversion API (CAPI)

Facebook's Conversion API (CAPI) is a game changer for marketers looking to track conversions more accurately. Instead of relying on browser-based tracking, CAPI sends conversion data directly from your server to Facebook’s. This method bypasses the limitations of browser tracking, especially as more users block cookies or use privacy-focused browsers. The result? More reliable tracking and better attribution for your ad campaigns.

But Facebook isn’t the only one embracing this shift. Other platforms like Google Ads and TikTok are also rolling out server-side APIs, allowing businesses to transmit data straight from their servers. This broader adoption of server-side tracking helps marketers maintain accuracy in conversion reporting, even as privacy regulations grow stricter. By using these APIs, brands can improve attribution while respecting users’ privacy, which is becoming more important in today's landscape.

In short, if you want more accurate conversion tracking in a privacy-first world, adopting server-side APIs like Facebook’s CAPI is the way forward.

In Summary

To stay ahead in 2024, marketers need to adopt a privacy-first approach while embracing new tracking solutions. Focus on building strong first-party data strategies, use tools like Google Analytics 4 and server-side tracking, and keep up with evolving privacy regulations and technologies like AI, clean rooms, and identity solutions to adapt to the changing digital marketing landscape.

---