Google is about to make it a lot harder to track website and app users without third-party cookies

Google's plan to deprecate third-party cookies in 2023 is significant for product analytics as it will disrupt the ability of external tools to track user activity across different sites, impacting marketing and analytics functions. Third-party cookies, which are used to track user behavior for purposes like ad optimization, will no longer function properly, making it challenging to attribute outcomes or understand user engagement. As an alternative, companies are encouraged to shift towards first-party cookies, which require hosting the tracking service on their own domain to continue tracking users effectively. PostHog offers a solution by providing product analytics tools that support first-party cookies, allowing businesses to maintain effective tracking even for anonymous users. The urgency to transition arises from Safari's prior blocking of third-party cookies, affecting a significant portion of internet traffic, and the influence of ad blockers that target third-party cookies, which can distort analytics results.

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