Cookieless Retargeting: Strategies to Boost Your Ad Performance

For years, cookies were the backbone of retargeting. They helped marketers follow up with interested users and drive conversions. But with growing privacy concerns, changing regulations, and browser updates, third-party cookies are on their way out. So, how do you keep your ad performance strong without them? We’ve compiled actionable tips.

Key Takeaways:

• Lots of important things, like attribution or cross-device tracking, are more challenging without cookies.
• Retargeting in a cookieless world is possible. You just need the right tools and cookieless retargeting strategies, such as first-party data, contextual ads, and predictive modeling that offer powerful, privacy-safe alternatives.
• Utilizing server-side tracking solutions like RedTrack gives you accurate data even when cookies don’t work..

A Few Words About Traditional Retargeting

Retargeting is a way to bring back people who’ve interacted with your business but didn’t convert. Maybe they visited your site, added something to their cart, or clicked on an ad but didn’t follow through. Retargeting gives you another shot by showing them ads later, across the web.

You’ll usually see retargeting in these forms:

• Website retargeting → ads follow you after visiting a site.
• Search engine retargeting → ads based on search history or keywords used.
• Social media retargeting → think Facebook or Instagram ads based on past activity.
• Email retargeting → emails triggered by your behavior (like cart abandonment).

Here’s the catch: traditional retargeting relies heavily on cookies. What is cookie-based retargeting? It’s when a retargeting cookie tracks people who visit your website.

Cookies are small data files stored in a user’s browser. They help platforms like Google or Facebook track behavior, like what pages people visited or what products they viewed. This data lets advertisers show tailored ads to those same users later. But this method isn’t perfect.

Why Is Cookie-Based Tracking Not Optimal Anymore?

Retargeting third party cookies and other kinds worked well when most browsers allowed tracking, but the cookie-based system is starting to crack. Here’s why traditional retargeting is losing steam:

• users are more privacy-aware and less tolerant of creepy ad behavior;
• more people want more control over their data and thus use privacy tools, block tracking, or browse in incognito mode;
• privacy regulations like GDPR and CCPA have tightened the rules;
• big browsers like Safari, Firefox, and now Chrome are responding by blocking or phasing out third-party retargeting cookies;
• cookies are blocked or deleted more often;
• your audience gets smaller and harder to reach;
• ad platforms have less data to optimize your campaigns.

This means the old way of retargeting (tracking users across the web) is breaking down. In turn, this translates into fewer tracked users and smaller retargeting pools. Traditional methods in the “advertise-without-cookies” era just don’t cover as much ground anymore.

What Does Cookieless Retargeting Imply?

As you see, things are changing and cookies are disappearing. That’s a problem, but also a big opportunity. If you’ve been relying on third-party retargeting cookies, it’s time to rethink your strategy.

You now need privacy-first retargeting strategies that still drive performance. The goal is the same: re-engage potential customers. But the method has to evolve.

Let’s look at what makes cookie pool retargeting work. There are three core pillars:

1. First-party data – data you collect directly from your audience (first-party data includes email sign-ups, site behavior, purchases), it’s reliable, compliant, and under your control.
2. Contextual targeting – showing ads based on the content someone’s viewing, not who they are.
3. Predictive audiences – using machine learning to model and target users based on behavior patterns, not personal data.

These strategies for retargeting without cookies don’t just “make up” for the loss of cookies. They can outperform them. They’re cleaner, more respectful of user privacy, and often more accurate.

What Are the Limitations of Retargeting without Cookies?

Of course, going cookieless isn’t just a switch, it comes with trade-offs. While it solves privacy concerns, it also creates some real challenges for marketers. Here are the key limitations you may also face.

Less visibility

The biggest issue? Without retargeting cookies, it’s harder to know who your users are once they leave your site. When such identification is missing, user journeys become less visible. That makes it tougher to advertise without cookies and reconnect with users through ads.

Cross-device tracking gets tricky

Cookies are device- and browser-specific and don’t follow users across devices. If someone browses on mobile and later buys on desktop, you might not connect those actions. So, unless you use alternative identifiers, universal IDs, first-party data, or authenticated logins, cross-device tracking becomes even tougher.

Attribution becomes harder

If you use attribution models that don’t depend on cookies, mind that they might be less accurate. Without proper tracking, it’s tough to know which ad actually led to a conversion. Nonetheless, if you opt for some advanced models like logged-in user data or server-side tracking software, the results can be accurate (even if they don’t achieve the same level of detail or granularity as cookie-based methods could).

The audience size shrinks

Expect an audience size reduction without third-party cookies. And fewer trackable users means smaller cookie retargeting pools.

Ad personalization is limited

Behavioral targeting relies on cookie data. Without behavioral data, your ads may feel more generic and less relevant. If you don’t replace it with contextual or first-party data, personalization will be harder to achieve.

Frequency control suffers

Frequency capping, or how often a user sees the ad, is harder to control without cookies, which can result in over- or under-exposure. You might end up showing the same ad too often (or not enough) because you can’t track exposure accurately.

But it’s not all bad news. You can still build and run smart, high-performing campaigns without cookies. However, you’ll need to shift how you collect and use data.

How to Approach Retargeting in a Cookieless World [7 Strategies and Practical Steps]

The nature of retargeting is changing fast, and if you want to stay ahead in the cookieless future, you’ll need to adapt. Without third-party cookies, the old ways won’t cut it. Yet there are plenty of powerful, privacy-compliant tools to keep driving results, even considering retargeting without cookies. Let’s walk through 7 practical strategies.

1. Do First-Party Data Retargeting

First-party data is your golden ticket in this new post-cookies era. This is the data you collect directly from your audience, like email addresses, phone numbers, site behavior, purchases, and form fills. Because it’s data your users willingly gave you, it’s both high-quality and privacy-friendly.

You can start collecting it in simple ways: offer opt-in forms, run giveaways, create gated content, or build loyalty programs. People are usually happy to share their info if they get something valuable in return. Think discounts, helpful content, or exclusive access.

Once you’ve got that data, put it to work. Use a CRM or email tool to segment users based on their behavior or interests. That way, you can personalize how and when you reach out. For example, you might create one group for recent buyers and another for people who visited a product page but didn’t convert.

You can also upload these lists to platforms like Facebook or Google. Their tools (like Custom Audiences or Customer Match) let you retarget users across channels with more relevant ads.

Focus on growing your email list and building value in return. The more you offer (discounts, content, perks), the more people will engage and the more data you’ll own.

2. Implement Server-Side Tracking (S2S)

As mentioned earlier, browser-based tracking (aka cookies and pixels) is unreliable. People block scripts, use ad blockers, or browse in private mode. So, although collecting your own accurate data is a strong start, you need a better way to track what users do with it, and server-side tracking (S2S) is a great option.

S2S sends tracking data directly from your server to the ad platform’s server. No browser involvement, no cookies needed. It’s more accurate, clean, future-proof, secure, and compliant since it’s a privacy-first ad tracking solution.

Opting for tools like Redtrack makes it painless to switch to S2S, which lets you:

• track conversions without cookies;
• share data with ad platforms via API;
• measure results across devices and channels;
• stay compliant with privacy laws.

3. Try Contextual Retargeting Solutions

Once your tracking is solid, you should think about how to reach users in a privacy-friendly way, even without knowing who they are. Contextual targeting is making a comeback; it’s smarter than ever.

Instead of targeting people based on past behavior, you show ads based on what they’re looking at right now. That means your ads appear in the right context, without tracking the user.

For example, a running shoe brand places ads on fitness blogs or running forums, whereas a SaaS company promotes tools on content platforms about startup growth or productivity.

It’s all about intent, not identity. Contextual platforms now use AI to analyze content, keywords, and even the tone of pages. That means better placements and stronger relevance. You can try ad networks that support contextual buying, or test placements directly on niche sites your audience visits.

4. Use Google Ads’ Cookieless Retargeting Options

What do the major ad platforms offer? Google is phasing out third-party cookies, but they’re offering alternatives and rolling out cookieless options you can put to work today.

Start with Customer match. It lets you upload your first-party data (like emails or phone numbers) and use it to show ads across Google Search, YouTube, and Gmail (think cookies remarketing here). It’s one of the easiest ways to stay connected with people who already know your brand.

Next, try Enhanced conversions. This tool uses hashed (privacy-safe) versions of your first-party data and combines them with Google’s machine learning. The result? Smarter tracking and attribution, better reporting, even without cookies.

You can also explore Performance Max campaigns. These campaigns run across all of Google’s channels and use AI to optimize where your ads show and who sees them. It takes the guesswork out of bidding and targeting, while still staying within privacy limits.

Google is leaning heavily into AI and aggregated insights. It’s not perfect, but it’s powerful, especially if you give it collected first-party data.

What else should you mind? Don’t just set it and forget it. Test different audience segments, monitor performance, and adjust bids to improve results.

5. Adapt Facebook Retargeting for Cookieless Use

And it’s not just Google. Facebook has its own tools to help you retarget users, even with all the recent privacy changes. Facebook’s retargeting has taken a hit from iOS privacy updates and retargeting cookie loss. But it’s still very effective (if you play it right).

Start with the Facebook Conversions API (CAPI). Instead of relying on browser cookies, this lets you send conversion data directly from your server or through ad tracking software straight to Facebook. That means you can still track and optimize your ads, even if cookies are blocked.

Next, build Custom Audiences using your first-party data. You can upload email lists, track actions on your site through server-side tools, or include app events. These audiences let you stay connected with people who’ve already shown interest in your brand.

Then take retargeting without 3rd party cookies a step further with Lookalike Audiences. Facebook’s AI will find new users who behave like your best customers, without needing deep personal data. It’s a smart way to expand your reach while keeping it targeted.

Focus on better data, not more data. Feed Facebook high-quality inputs, and it’ll give you smarter targeting in return.

6. Test Predictive Modeling

After you’ve handled setup on the big platforms, it’s time to go deeper. Predictive modeling helps you reach the people most likely to convert, before they raise their hand. It uses machine learning to analyze user behavior and guess who’s likely to convert, even if you can’t track them directly.

Lots of platforms use these techniques. But you can go further:

• segment your audience by how engaged they are;
• identify traits of top converters: pages visited, time on site, purchase patterns;
• use predictive tools or algorithms to build “high-likelihood” audiences.

Then, retarget or remarket to them with special offers, content, or reminders. This helps you spend smarter, not just based on who was on your site, but who’s most likely to act. It’s like predictive analytics for ad targeting with fewer impressions but better results.

7. Try Cohort-Based Targeting

Finally, when you need to scale without tracking individuals, cohort-based targeting can help you reach interest groups in a respectful, effective way. Instead of targeting individuals, cohort-based targeting groups users with similar behaviors into anonymized “buckets”. It’s a middle ground between personalization and privacy.

Google’s Topics API (which replaces FLoC) is one example. It lets you target users based on interest categories (like “Travel” or “Fitness”) they’ve shown in the past week, without tracking exact behavior. Other DSPs and networks are starting to use similar approaches.

This works well for:

• broad awareness campaigns;
• content that appeals to interest groups;
• scenarios where you don’t need to get super-personal.

It won’t replace all retargeting, but it’s a solid layer to add on top.

Concluding Thoughts on Cookieless Retargeting

Handling retargeting cookieless is your chance to do retargeting better. As third-party cookies fade out, it’s clear that sticking to old methods just won’t cut it. If you want your ads to stay effective, it’s time to evolve. That means shifting to a privacy-first, data-driven approach that builds trust and gets results.

You can achieve that by focusing on collecting first-party data, server-side tracking, and smarter targeting methods to not only stay compliant, but actually improve performance.

RedTrack is a tool that can help you do retargeting without third party cookies. This cookieless tracking software can get you equipped with everything you need to track conversions, sync with ad platforms, and optimize your campaigns—without relying on cookies. It’s simple, powerful, built for this new landscape, and is plug-and-play (works with Google Ads, Facebook, TikTok, and more).

Feel free to take it for a spin to see how it can affect your future campaigns and your ROI.