Google: Cross-device conversions and view-through conversions still possible without third-party cookies

Google this week revealed advertisers will be able to measure cross-device conversions and view-through conversions without third-party cookies, via Chrome API.

According to Google, Chrome’s conversion measurement proposals will enable advertisers to measure:

• View-through Conversions as the browser registers the ad impressions that take place across websites and match any conversions that happen on an advertiser’s website back to the initial views.
• Cross-device Conversions, as advertisers can use API’s event-level capability to report on the conversions that happen on their website and are attributed to ad views or clicks that happen on another device. Google says this will only be possible if the people converting are signed into their browser across their devices.

This year, Google announced that publishers will be able to build first-party audiences, even without third-party cookies. Last year, Google announced that Chrome will kill third-party cookies within 2 years.