Does Google Ads still work without cookies?

Yes, but differently. Google offers alternatives: Enhanced Conversions (first-party data for accurate attribution), Consent Mode (modeled conversions when consent is missing), server-side tagging (more accurate tracking) and Topics API (interest-based targeting without cookies). Campaign performance can actually improve when Enhanced Conversions are properly implemented.

What is the Swiss revDSG and how does it affect my marketing?

The revised Data Protection Act (revDSG, effective since September 2023) tightens data processing requirements in Switzerland: obligation to inform upon data collection, privacy policy is mandatory, right to deletion and access, and notification obligation for data breaches. For marketing: a cookie banner with consent management is recommended, tracking only with consent, keep privacy policy up to date.

How do I set up server-side tracking?

The steps: 1) Create a Google Tag Manager Server-Side container. 2) Host the server container on Google Cloud or another cloud provider. 3) Configure client-side GTM to send data to the server container. 4) Set up server-side tags for GA4, Google Ads, etc. 5) Test and validate. Costs: CHF 30–100/month hosting + one-time setup costs. DLM Digital offers server-side tracking as a service.

Marketing Without Cookies: Strategies for Swiss SMEs 2026 – Knowledge

The End of Third-Party Cookies

The era of third-party cookies is over. Google Chrome significantly restricted support in 2025 — after Safari and Firefox had been doing so for years. For digital marketing, this means: cross-site tracking, retargeting and conversion attribution no longer work as before. But don't panic — there are proven alternatives.

What Specifically Changes?

Retargeting: Classic cookie-based retargeting via the Google Display Network is becoming restricted. Alternative: first-party data-based retargeting via Customer Match and Similar Audiences.

Conversion tracking: Google Ads conversion tracking via third-party cookies is becoming less accurate. Alternative: Enhanced Conversions (first-party data for attribution), server-side tracking and Consent Mode (modeled conversions).

Audience targeting: Detailed user profiles based on cross-site data are less available. Alternative: contextual targeting (ads based on page content), Google's Topics API and first-party audiences.

The First-Party Data Strategy

First-party data — data you collect directly from your customers and website visitors — is the new gold in marketing. It's more reliable, more privacy-compliant and exclusive. Practical measures for building it:

Newsletters with real added value (not just advertising — industry tips, checklists, insider knowledge). Free tools on the website (calculators, configurators — like our project cost calculator). CRM system for centralizing all customer data. Feedback forms and surveys. Google Analytics 4 with proper consent management.

Server-Side Tracking: The Technical Solution

Server-side tracking via Google Tag Manager Server-Side is the recommended tracking infrastructure in 2026. Advantages: 20–30% more data points (ad blockers cannot block server-side tracking), better website performance (less JavaScript in the browser), full data control (GDPR/revDSG compliant) and more accurate conversion tracking for Google Ads. Setup requires technical expertise — DLM Digital helps with implementation.

Practical Checklist for Swiss SMEs

Implement immediately: 1) Set up Google Analytics 4 with Consent Mode. 2) Activate Enhanced Conversions for Google Ads. 3) Start newsletter building (create a lead magnet). 4) Implement a CRM system. Medium-term: 5) Set up server-side tracking. 6) Use first-party audiences in Google Ads (Customer Match). 7) Test contextual targeting. Long-term: 8) Build a data culture — regularly analyze and optimize KPIs.