Big changes are happening with how websites track visitors. In 2025, major browsers like Chrome are phasing out third-party cookies — the kind that follow you around the internet and power things like retargeting ads. This shift is part of a larger move toward stronger online privacy. While it’s good news for users, it also means businesses need to rethink how they gather data and measure success online.

Google Analytics has already adjusted to this change. Its newest version, GA4 (Google Analytics 4), no longer relies on third-party cookies. Instead, it uses first-party cookies and fills in the gaps with machine learning. That means even with less data, you can still track how people are using your site — but it does take a bit of setup and adjustment.

Not sure where to start? Here are some simple first steps:

• Switch to GA4: If your site still uses Universal Analytics, it’s time to upgrade. Ask your web developer or marketing partner to help, or check out Google’s beginner guides (this is a built in service for GoWeb1 custom web development customers) 
• Start collecting first-party data: Think email signups, contact forms, or account logins — anything users willingly give you. It’s more reliable and respectful than third-party tracking.
• Review your privacy policy: Make sure it reflects how your site collects and uses data now. Even a short update is better than nothing.

These changes can feel technical, but they’re all about building trust with your audience.