Last September, Apple introduced a new feature called Intelligent Tracking Prevention (ITP) for Safari browsers, which aims to stop ads from following users across the internet. To do this, Safari attempts to block cross-site tracking techniques that use third-party cookies to track users from site to site. For years, Safari has blocked many third-party cookies by default. This new release represents an additional step against this type of tracking.
With this update in place, many tracking platforms and affiliate networks will see a dropoff in their ability to credit partners for the traffic they drive to a brand’s site. In particular, when a user converts on a Safari browser more than 24 hours after the last click was logged, platforms using standard tracking will not be able to credit any partner. Based on our clients, we estimate that c.2% of all conversions fall into this bucket.
In short, with ITP, third-party cookies that are determined to be able to track users across sites can only be used for 24 hours from the time a user visits a website via Safari. After 24 hours, the third-party cookies can only be used for login purposes. The cookies are purged entirely after 30 days.
What Are The Possible Solutions?
There are three options if you are using Google products:
You can link Google Analytics with Adwords (if you haven’t already) and you’re good to go. Google Analytics uses first-party cookies and shares the data with Adwords, thus your search conversion tracking will continue working properly.
If you have new websites you wish to track or have never previously used Doubleclick Campaign Manager Floodlight tagging, we suggest using the new DCM Global Site Tag. Recently, Google announced this tracking method with the intention to streamline tracking across Google products, including their measurement, conversion tracking and remarketing products. For now, Google Analytics, Adwords, DCM and, in future, other Google products will use tracking codes with the same structure and technology behind it.
If you use Google Tag Manager and do not wish to retag your site(s) with the new Global Site Tag, we suggest using the Conversion Linker Tag via GTM across all pages of your site.
The impact of Safari’s Intelligent Tracking Prevention on your own site’s conversion tracking and retargeting capabilities will vary depending on your user base. We would strongly suggest reviewing the options above to determine which is the most suitable for your circumstances. iProspect has experience in the implementation of the above solution based on analysis of client needs, expectations and resources.
Get in touch with any questions.