What advertisers should do now
Because the discussion about measurement loss is not new, there are clear recommendations on how to meaningfully support the best possible campaign performance. At the same time, user decisions on privacy, such as the cookie banner, are definitely taken into account.
#1 Test tracking directly through Google Ads and stop interposing Google Analytics.
#2 Keep using Google Analytics for your web and channel statistics, but stop using it to import conversion actions.
#3 Adjust your bidding strategies wisely based on the newly collected data. Example: If 40% more orders can be tracked all of a sudden, target ROAS or target CPA bids will obviously need to be adjusted meaningfully.
#4 Have Google Consent Mode (tracking without cookies) and Enhanced Conversions (anonymized matching with logged-in Google accounts) set up.
With these four steps, advertisers currently have a good chance of staying ahead of the competition in Google Ads.