www.google-analytics.com/ga.js is Google Analytics's third-party cookie. Going forward, it’s going to need help adding value to your business’ marketing efforts. Since 2017, this third-party cookie has been at least 20-25% less effective than you think.
Why? Because privacy-first browsing is here.
This is a game changer for third-party cookies like www.google-analytics.com/ga.js and businesses like yours. Without some intervention, privacy first puts your customer relationships and important marketing partnerships at risk.
Keep your apps and marketing partnerships running strong, even in browsing environments that restrict cookies, scripts, and persistent IDs. Confection works with the apps and third-party cookies you already use.
"Grr, I'm angry now. @!#[email protected]!, Confection."
www.google-analytics.com/ga.js is Google Analytics's third-party cookie. If you’d like to learn more about it, you might try Better’s site and tracker directories, Netify’s application directory, or Cookiepedia’s host and cookie directories.
Confection can help keep www.google-analytics.com/ga.js running strong, even in browsing environments that restrict cookies, scripts, and persistent IDs. Enrich information in your account, improve contact and deal information, and start building compliant, first-party data assets that become more valuable over time.
Privacy-first browsers block over 72,000 cookies, pixels, scripts, and trackers. This affects over 750 martech companies, many of whom are household names.
In the video, we can see this in action. We’re browsing a Fortune 100 website using a privacy-first browser called Brave. This browser blocks cookies and certain scripts and restricts persistent identifiers such as browser, user, and device IDs.
As you can see, the following marketing partners can’t send data to this customer’s account: Bazaarvoice, Dun & Bradstreet, ImmuniWeb, Xandr, SundaySky, Google Tag Manager, Ensighten, Oracle/Eloqua, Teads, Dstillery, LiveRamp, Outbrain, Quantserve, Nielsen, Marin Software, Yahoo, Krux Digital, Clicktale, Alibaba, Invoca, and Bing, Facebook, LinkedIn, and Google ads.
When integrations like www.google-analytics.com/ga.js can’t send data to a company’s account, they can’t add much value to its marketing efforts. Whatever time and money you invest in them will be effectively wasted. In fact, as you’ll see below, at this very moment, they’re probably already 20-25% less effective than you think.
The following graph illustrates two things: (x) the year a browser stopped (or will stop) supporting third-party cookies by default and (y) the percent of web users affected by this change. (“By default” means a browser no longer supports third-party cookies “out of the box.” While a user could, theoretically, enable them manually, the vast majority won’t.)
As you can see, businesses haven’t been able to track or advertise to a steadily increasing number of web users since 2016. We saw a big jump in 2017, and by 2025, just about every web user will be untrackable and unreachable.
While we often talk about privacy first in forward-looking terms, Safari and Firefox haven’t supported third-party cookies since 2017. This means the investments you make in your CRM, DSP, marketing automation tools, programmatic ads, &c. — they’re only, at most, 75-80% effective. 20-25% of your time and money are effectively wasted, and that’s true every hour of every day.
As alarming as this is, by 2025, the current state of affairs will look attractive by comparison. By then, only Microsoft browsers and Opera (may) support third-party cookies by default. With a collective usage share of < 7% today and < 3% in 2025, that'll leave 93-97% of web users unreached and untracked.
Safari and Firefox have a combined usage share of 20-25%. This means that right now, at this very moment, most of your marketing apps, partnerships, and integrations aren’t able to reach or track one out of every 4-5 web users.
And this has been true for three years.
When Google phases out support for third-party cookies in Chrome, your marketing apps, partnerships, and integrations won’t be able to reach or track three out of every four web users. By 2025, this will be true for virtually every web user.
If you spend $10,000/mo on a marketing app, partnership, or integration, you’re suddenly wasting $7,500 each month. That’s $90,000 per year.
Only about 15 million people use Brave each month. However, other better-known browsers such as Firefox and Safari can be set to work like it. As such, Brave offers a preview of what most browsing experiences will soon be like, including Chrome.
More than 1 billion people use Chrome each month. In fact, there’s a very good chance 7 of every 10 visitors to your company’s site use Chrome.
When it begins working more like Brave, without some intervention, your customer relationships and marketing partnerships are going to face substantial challenges.
As the video example illustrates, mass adoption of privacy-first will create some serious hiccups for third-party cookies like www.google-analytics.com/ga.js. However, we believe privacy-first browsing is ultimately a good thing for web users and businesses like yours. The world just needs a data architecture that can transform short-term pain into long-term gain.
Confection can help your company effectively pivot to privacy first. It’s a data generator for the new reality.
Using Confection, your company would experience < 500ms latency between user actions and API availability.
Without using cookies, third-party scripts, or a JS fallback, Confection’s user matching rate is identical to marquee web analytics services. And we use predictive technology and machine learning to identify individual users across browsers, devices, and sessions.
No need to worry about front-end UUIDs, device IDs, or fingerprinting.
Confection is compliant with global data privacy laws such as CCPA, GDPR, and LGPD. We built the product that way from the ground up, and we constantly fine tune it to ensure Confection stays compliant with new trends, rulings, policies, and regulations.
Confection offers companies like yours two choices:
1 Complete Zero- or First-Party Data
We send all data to an endpoint you define and store no PII inside Confection.
2 Full Service
Offload total compliance — collection, storage, and distribution — to us. We manage PII data for you. Access it when you need it.
We built Confection to work with the apps you already use. Instead of disrupting and replacing existing relationships, our product will help you keep using your marketing partners in privacy-first browsing environments.
And good news: as long as your site supports a modern language like PHP, ASP, or React, you can use Confection. Installation is simple:
1 Upload our lightweight fileset to your server or install our WordPress plugin.
2 Add a short script tag to your site header or add your account ID to the WordPress plugin settings.
That’s it. Learn more in our quick-start guides.