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Getting Cookie Consent Right: Tips for Small Business Owners

If you’ve been online lately, you’ve likely seen more pop-ups on the websites you’re browsing asking if you want to ‘accept’ or ‘reject’ cookies.

After some back-and-forth on the matter, Google officials have stated that from the summer of 2025, giving users the ability to opt out of third-party cookies will be mandatory (at least for now; this date has been pushed back several times already). 

Not only will this functionality on your website be non-negotiable, but in line with GDPR, it will also be illegal to track a user with third-party cookies without their consent. Yeah, it’s pretty serious. 

For those a little uncertain on the term ‘cookie’ (the digital type, not the yummy ones), let’s break down what they are and what they’re used for.

What exactly are third-party cookies?

Third-party cookies are small data files created and tracked by websites other than the one you’re visiting, such as Google Ads or social media platforms. These cookies track your activity across different websites to show you targeted ads.

For instance, if you were browsing ASOS for a rain jacket, Facebook ads would access the third-party cookie placed on ASOS to see which rain jacket you were looking at and present you with an ad for the same jacket when you’re scrolling through Facebook.

In a nutshell, third-party cookies help companies keep tabs on you to show you personalised ads. 

So, now you’re a third-party cookie expert, let’s delve into this latest regulation.

Why do you need a cookie banner/pop-up? How do you implement it correctly? What are the implications of not having one?

Why does my website need a cookie consent banner?

Thinking of skipping the cookie consent banner? That’s a recipe for trouble. Google is phasing out third-party cookies due to privacy concerns and regulatory pressure, and using these cookies without user consent is a big no-no under GDPR. 

This means you absolutely need a cookie consent banner. Now, a cookie consent banner doesn’t mean a pop-up that just says, ‘Hello! We’re using cookies on this website.’

The user needs to be provided with clear information about how the cookies are used and given an explicit choice either to accept that they’re happy with this or to reject the cookies if they’re not.

Okay, why else do I need user consent for cookies? It’s becoming clear that both search engines and users will be using this as a trust metric for websites.

Therefore, without one, your site could face consequences such as a drop in the search rankings, disapproved Google Ads, and a decrease in engaged sessions.

Having a cookie consent banner is key to staying compliant and keeping your website visible and trustworthy on Google’s results pages.

How to set up a cookie consent pop-up on your website

Alright, let’s get your cookie consent sorted. We recommend using a Google-certified Consent Management Platform (CMP). These platforms ensure that your cookie consent is compatible with Google systems.

Using a platform that isn’t certified by Google, you could still see your ads disapproved. These tools integrate smoothly with your website and Google Tag Manager, ensuring no tracking happens until users give their consent. Plus, they’re held to strict privacy standards.

Setting up a CMP will require support from a development team, and that’s where we come in. Our team can help integrate and customise the consent banner to fit your site’s design perfectly.

This way, you keep everything looking sharp and stay compliant.

How much time have you got?

We recommend getting your cookie consent banner sorted ASAP. Google’s deadline for phasing out third-party cookies is 2025, but don’t wait until the last minute. Not having this feature could affect your website before then since Google will see it as a trust signal.

Without it, you risk losing your hard-won rankings, and your ads might get disapproved. It’s a given that you are going to need to set it up at some point anyway, so we recommend getting on it now to avoid penalties and keep your digital presence strong.

Do you need consent for Google Analytics (GA4)?

Yes, you need consent for Google Analytics. When users say they reject the cookies, tracking their activity on your site gets trickier. You might see a dip in your usual metrics because some data will be missing, like which channels visitors have come from.

However, Google-certified CMPs can show you the percentage of users who have rejected cookies, helping you understand whether the drops in traffic and conversions are due to this or if something else has impacted that channel’s performance.

Google is on it, too. They are improving privacy-friendly tracking methods like the Privacy Sandbox and Consent Mode. These tools adjust how data is tracked based on user consent, meaning you’ll still get useful insights even if full tracking isn’t possible.

So, while you might miss some data, Google’s tools and certified consent tools can still give you a good picture of your site’s performance.

What you need to know

  1. Get That Banner Up ASAP! Google’s ditching third-party cookies by July 2025, so don’t wait. Without a consent banner, your SEO performance could drop, and ads might get booted. Act now to stay ahead!
  2. Build Trust. Using third-party cookies without permission is a big no-no. A consent banner keeps you legal and shows visitors you care about their privacy.
  3. Changing Analytics. Without cookies, tracking users can be tricky. Tools like your Consent Management Platform (CMP), Google’s Privacy Sandbox and Consent Mode help you gain insights while keeping things private.

Need a hand with cookie consent?

At Nu Image, we get that cookie consent can be a real headache. Let us handle the nitty-gritty so you can focus on what you do best: running your business.

Our team will ensure you’re compliant and build trust with your customers. Get in touch today via the form or call us on 01603 859007, and let’s get chomping.

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