The document discusses strategies for marketers to adapt to the deprecation of third-party cookies, emphasizing the importance of first-party data. It features insights from CallRail's leadership and highlights the ongoing changes from Google regarding cookie usage. The document also outlines tools, resources, and necessary actions for agencies to prepare for a future with reduced reliance on third-party cookies.

1. HIPAA Compliance for
Agencies
Let’s talk HIPAA!

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2
Agenda
Introductions
What Marketers Need
To Know
Cookies 101
Strategies, Tools, &
Resources To Prepare
Third-Party Cookie
Deprecation
Q&A & Breakout Room
01
02
03
04
05
06

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Today’s Speakers…
Ryan Johnson
Chief Product Officer
Andrew Miller
Co-Founder, VP of Client Services
Andrew is a data-driven marketer,
speaker, and problem solver.
Ryan has 15 years of diverse product
development leadership experience.

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About CallRail
CallRail's lead intelligence platform helps
agencies deliver leads to their clients that
turn into better customers, proving to
them that they're a trusted partner.

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CallRail’s Proven Track-Record
“[CallRail] allows us to give
measureable insights to our clients
to prove our conversions rates. It’s a
game changer.”
-Bailey S., Agency Owner & CallRail Customer, G2 review
Top-rated by 200,000 businesses (and counting)

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We believe passionate people
create powerful results.
Digital marketers on a mission to “build a
better agency.”

7. Understanding Cookies
What are browser cookies? Why are there different types of cookies?
And why are they having so many parties?

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Why are there different types of cookies?
First-party cookies
These are created by the
websites you visit.
They remember things like
logins, shopping carts, and
browsing history on your site,
making life easier for visitors.
Third-party cookies
These come from other
companies (advertisers)
following you around the web.
They track your browsing habits
across different sites to target
you with ads.
Second-party “cookies”
Not a browser “cookie” but
refers to data shared between
companies.
Marketers may share or sell
their customer data to another
company for audience
targeting.
$

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Ok, so what is a second-party cookie?
First-party cookies
These are created by the
websites you visit.
They remember things like
logins, shopping carts, and
browsing history on your site,
making life easier for visitors.
Second-party “cookies”
Not a browser “cookie” but
refers to data shared between
companies.
Marketers may share or sell
their customer data to another
company for audience
targeting.
Third-party cookies
These come from other
companies (advertisers)
following you around the web.
They track your browsing habits
across different sites to target
you with ads.
$

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What are the different types of data?
Zero Party Data: Information customers share
with companies.
First Party Data: Information companies
collect about their customers.
Second Party Data: Customer information
companies sell to each other.
Third Party Data: Data collected by
organizations that do not directly interact with
customers or business data consumers.

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Poll question #1
Which type of data do you rely on the most currently?

12. Third Party Cookie Deprecation
Why third-party data is being phased out, and what digital marketers
need to know

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Breaking News…Google
Delays third-party cookie
deprecation yet again!
● Announcement was made on 4/23 ahead of
quarterly reports from Google.
● “We recognize that there are ongoing
challenges related to reconciling divergent
feedback from the industry, regulators and
developers, and will continue to engage
closely with the entire ecosystem,”
according to a statement Google posted on
its website for the Privacy Sandbox.
● Google did not outline a new timetable
beyond shooting for 2025.
**Source: DIGIDAY

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Two Truths & A Lie About Google’s
3rd-Party Cookie Deprecation
Statement #1
Google’s Privacy Sandbox strategy is mainly for privacy reasons, but also they’ve built
new tools for sites that support key use cases.
Statement #2
Third-party cookie deprecation is the end of user tracking.
Statement #3
Google has removed 1% of third-party cookies from Chrome.
?
?
?

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Two Truths & a Lie about Google’s 3rd-Party Cookie
Deprecation
Statements
Google’s Privacy Sandbox strategy is mainly for
privacy reasons, but also they’ve built new
tools for sites that support key use cases.
Third-party cookie deprecation is the end of
user tracking.
Google has removed 1% of third-party cookies
from Chrome.
The Lie!
It’s not the end of user tracking!
Despite the heavy reliance of marketers on
third-party cookies for tracking user behavior,
they’re not the only tech that allows you to
monitor user activity with precision. There has
been and will be plenty of way to track website
visitors in this new world.
First-party cookies will still work by default in all
browsers, delivering valuable insights into user
behavior with their consent.

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Google’s not the only browser to drop third-party cookies
Safari
2017
Chrome
2023
2024
2025?
Firefox
2019

17. Strategies, Tools, & Resources
Innovative ways to prepare for the death of third party cookies and tools
you can use moving forward

18. The ‘cookieless future’ that we've all been fearing is happening now.
It's time for marketers to audit their tracking tools and audience
data to prepare for a world where first-party data are table stakes,
not just "nice to haves."
Andrew Miller

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Poll question #2
Are you leveraging zero- or first-party data in your marketing?

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What should I do next?
Workshop Digital
Check your site: Search for your own site's first and third-party
cookies in your Chrome settings and find more info on each
cookie in the Chrome Developer Tools.
Audit your marketing tech stack: Ask your your advertising,
CRM, analytics, and data partners about their cookie usage and
plans to navigate Chrome’s third-party cookie deprecation.
Experiment now, win later: Find “next best case scenarios” for
any audience targeting or attribution tools that depend on
third-party cookies to work property.
CallRail
Fully utilize all first-party tracking available (with CallRail
make sure each of your business phone numbers are being
tracked)...no need to wait until 2025!
Don’t panic :) - If you are already tracking each of your business
phone numbers there is nothing you need to do to keep it
working after third-party tracking is fully depreciated on
Chrome.
Stay current with the latest announcements from Google,
but also prepare early so that the transition is smooth.
Work with agencies like Workshop Digital to help you through
the transition and capitalize on the latest strategies!

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Check your site:
Chrome DevTools
View >
Developer >
Developer Tools >
Privacy Sandbox >
Cookies

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1. What reliance does your technology currently have on
third-party cookies?
2. How are you planning to adapt your services in response
to the deprecation of third-party cookies?
3. What impact do you anticipate the deprecation of
third-party cookies will have on the effectiveness of your
tools?
4. Can you provide examples of how your solution will
maintain data privacy standards post-cookie deprecation?
5. What steps should we take on our end to align our data
strategy with your new tools and methods?
Audit your
martech stack
5 questions to ask your
analytics, CRM, and
advertising partners.

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Experiment
now, win later
Every combination of
ad platforms,
audiences, and
conversion tracking
are different!
Link to the full list in
the Handouts tab!

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Invest in GA4 &
Integrations
Enable the CallRail GA4
integration and make sure it’s up
to date to help you adapt to the
phasing out of third-party
cookies while enhancing
AI-driven business insights
(Protected Audience API).

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Helpful Resources
Blog Article
Once 3rd-party cookies
disappear, here’s what small
businesses will need to do
On-Demand Webinar
Preparing Digital Marketing
Strategies for a Cookieless
Future
One-Sheeter
Preparing Digital Marketing
Strategies for a Cookieless
Future
Blog Article
What Digital Marketers Need to
Know About Google Third-Party
Cookie Deprecation
You can access all of the following
resources via the Handouts tab!

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Connect with us!
Follow @callrail and @workshopdigital for how-toʼs, product
tips, company updates, and more!
○ LinkedIn
○ Twitter
○ Facebook
○ Instagram
○ YouTube

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Chat with a CallRail expert!
To speak more in-depth about how
CallRail can benefit your business join our
breakout room now!
Our team is standing by to ensure you are
set up for success this year.

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Q&A + Breakout

29. Thank you!