The cookie is crumbling this July: Why you should move to Google Enhanced Conversions ASAP

Third party cookies – the small piece of data placed on a user’s device to track the user’s browsing history, not the delicious snack – are disappearing.

Apple, Safari, and Firefox have all gotten rid of third party cookies.

Finally (after many years of talk and delayed plans) Google is phasing them out on their Chrome browser this year with its recent announcement. They have even started to restrict cookies by default for 1% of Chrome users globally since January 2024. That’s why our Digital Performance team recommends you make the switch to Google Enhanced Conversions by July 2024 — to allow for sufficient implementation time after the end of the financial year.

The cookie is finally crumbling.

What this means for not-for-profits and advertisers

Cookies have been the go-to tool for targeting and measuring campaigns – from website enquiries, event sign ups, donations and revenue. However, this solution is no longer suitable, and fails to address modern privacy concerns.

So while the loss of third-party cookies will make it much harder to track users across the web and serve them targeted ads based on their past behaviour, it is ultimately a good thing. Creating a more transparent digital ecosystem that is beneficial for both advertiser and customer/donor and helps stop users receiving ads they see as intrusive or not relevant.

Google has introduced an alternative to cookies, called Google Enhanced Conversions to help advertisers navigate this transition, and help not-for-profits measure digital fundraising ROI while respecting donor privacy.

With the traditional methods of tracking donor engagement online becoming obsolete, the deadline for transitioning to Enhanced Conversions is approaching fast. The risk of delaying your organisation’s transition may negatively impact your fundraising efforts in the future.

Understanding the new solution: Enhanced Conversions

Google's Enhanced Conversions offers not-for-profits a new option in the wake of cookie deprecation.

What is it exactly?

Enhanced Conversions employs first-party data and cutting-edge algorithms to provide accurate and privacy-conscious tracking. By analysing signals like consented first-party data and browser insights, Enhanced Conversions offers a clear way to measure on-site actions such as donations or lead form submissions without relying on third-party cookies.

The key benefits of Enhanced Conversions:

  • Improved Accuracy: Enhanced Conversions allows more precise insights into donor behaviour, empowering not-for-profits to optimise campaigns effectively based on audience behaviour and actions.

  • Privacy Compliance: By respecting donor privacy preferences and utilising first-party data, Enhanced Conversions ensures compliance with evolving regulations, bolstering donor trust.

  • Future-Proofing: Adoption of Enhanced Conversions prepares not-for-profits for the post-cookie era, ensuring continuity and efficacy in fundraising strategies amidst industry changes.

How to set up Enhanced Conversions

Google has clearly outlined the steps you can take to switch on Enhanced Conversions. See here for instructions. If you have any trouble, please reach out to your ntegrity Account Manager or get in touch with us at

Our conclusion:

Embracing Google Enhanced Conversions is essential for all not-for-profits to safeguard your fundraising efforts and donor relationships.

The time to make the change is now - before the cookie well and truly crumbles in July 2024!