Google stated on April 22, 2025 that Chrome would maintain its existing approach to user choice for third-party cookies, rather than introducing the previously proposed standalone prompt. The original article assumed a completed Chrome-wide phaseout. That premise has been corrected. Browser and user settings can still affect whether tracking works in a particular referral journey.
Map the full conversion path
Record where the affiliate identifier is created, how it reaches your site, where it is stored and how it is matched to the conversion. Include cross-device changes, redirects, checkout domains, consent choices and returns in the review. Start with the integration you actually use instead of treating all browser tracking as one system.
Know what server-to-server tracking can do
Server-to-server tracking sends conversion information between systems. It still needs a valid way to connect a conversion to a qualifying referral. Sending an event from a server does not recover an identifier that was never collected or permission that was never obtained. Review matching rules, deduplication, consent handling and retention with your implementation team.
Test the important customer journeys
Use controlled tests for an accepted referral, a duplicate conversion, a refund and relevant consent choices. Compare order identifiers and commission outcomes across your systems. Document known gaps and the rollback process before changing a live integration. A successful test in one browser is evidence for that case, not proof that every customer journey is covered.
Use customer data carefully
If you assess repeat purchases or customer value, define the measurement window and which data you are permitted to use. Share only what is needed for the approved purpose and have the appropriate privacy review for your markets. First-party data and a consent-management tool do not by themselves certify legal compliance. The useful next step is a documented tracking review, followed by the smallest change that fixes an observed gap.