Marketing cookies (advertising cookies) are used for ad targeting and measuring the effectiveness of marketing campaigns. They enable personalised advertising based on user behaviour.
What are marketing cookies used for?
- Remarketing – Showing adverts to people who have visited your website
- Conversion measurement – Tracking how many people completed a purchase from an advert
- Audience targeting – Targeting similar audiences
- Frequency capping – Limiting the number of times an advert is shown
- Attribution – Determining which advert led to a conversion
Common marketing tools
- Facebook Pixel – Tracking for Facebook/Meta Ads
- Google Ads – Remarketing and conversion measurement
- LinkedIn Insight Tag – B2B remarketing
- TikTok Pixel – Tracking for TikTok Ads
Legal requirements
Marketing cookies always require explicit user consent. They are considered the most invasive type of cookies because they often track users across different websites.
Google Consent Mode
For Google Ads, implementing Google Consent Mode v2 is essential. Without it, you cannot properly measure conversions or build remarketing audiences.