Share on facebook
Share on twitter
Share on linkedin
Share on email

No, Safari Will Not Block First-Party Analytics Tracking

No, Safari Will Not Block First-Party Analytics Tracking

At InfoTrust, our analytics consulting team has heard from a few clients who saw articles (like this) stating that Safari—in the latest Big Sur macOS update—will outright block Google Analytics. We want to make some clarifications, however, as these articles aren’t completely clear.

Screenshot from an AppleInsider post by Mike Peterson on June 23, 2020.

The screenshot provided in the linked article above likely refers to the fact that ITP flagged the google-analytics.com domain as a cross-site tracker and restricts its access to third-party storage⁠—not that it will actually block first-party Google Analytics tracking. Restricting this access to cross-site storage is more efficient, as it doesn’t lead to breakage as often as blocking the domains would.

The way that ITP (Intelligent Tracking Prevention) works is based on algorithms; it is also on-device. There are no block lists or blocked domains in ITP. Basically, ITP flags a domain if it is determined as having cross-site tracking capabilities. This new feature of the Privacy Report makes the information available on the browser for the user to see. 

Google Analytics sends analytics hits with HTTP, and ITP doesn’t block HTTP requests. The Google Analytics domain is flagged here without any significant action going on in the third-party cookie, so it depends if the website will do cross-site requests that can be blocked. In other words, they do not block the Google Analytics code itself, but they don’t allow it to assign a unique identifier to the user and pass it from one website to another. That’s not what Google Analytics needs to track your websites, however; GA uses first-party tracking to track only your domain(s).

You can find the full details here on this latest update of the Privacy Report on Apple’s website, where it mentions clearly that the functions of this report are specific to private information and third-party trackers, but no actual blocking of the trackers:

  • “Added a Privacy Report that shows the trackers that Intelligent Tracking Prevention prevented from accessing identifying information.”

  • “Enabled full third-party cookie blocking, and the Storage Access API in Private Browsing mode.”

We will also be doing additional tests here an InfoTrust to confirm what impacts Big Sur macOS and Safari have on tracking, tags, and more.In the meantime, we encourage you to visit this article on our website detailing ITP impact and our ITP/ETP cookie rewrite solution.

More Questions?

Reach out to our expert consultants if you have more questions or concerns.
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

Bayesian vs. Frequentist Methodologies Explained in Five Minutes

Bayesian vs. Frequentist Methodologies Explained in Five Minutes

Every now and then I get a question about which statistical methodology is best for A/B testing, Bayesian or frequentist. And usually, as soon…

You Could Be Missing GTM Data: Don’t Neglect the CSS Wildcard

You Could Be Missing GTM Data: Don’t Neglect the CSS Wildcard

Google Tag Manager’s CSS selector rule is arguably one of the most commonly used and talked about methods of tracking your cleverly-built pride and…

First-Party Tag-Based and Custom Audience Creation in Display and Video 360 (DV360)

First-Party Tag-Based and Custom Audience Creation in Display and Video 360 (DV360)

Display and Video 360 allows businesses to develop end-to-end marketing campaigns in a single platform and to seamlessly integrate with other Google Marketing Platform…

InfoTrust Analyst Mai AlOwaish Published in Applied Marketing Analytics Journal

InfoTrust Analyst Mai AlOwaish Published in Applied Marketing Analytics Journal

The experienced digital analytics consulting team at InfoTrust is proud to share that Industry Team Lead Mai AlOwaish was recently published in Applied Marketing…

6 Techniques for Building a Winning Remarketing Audience

6 Techniques for Building a Winning Remarketing Audience

Wouldn’t it be great to target the right person, at exactly the right time? As marketers, we hear how easy this should be—but where…

A/B Experimentation & Best Practices for CPG Sites

A/B Experimentation & Best Practices for CPG Sites

What is A/B testing and when would you use it? A/B testing, in simple terms, is an experimentation method that involves applying a change…

OTT Analytics and Reporting Best Practices for Media and Publishing Organizations

OTT Analytics and Reporting Best Practices for Media and Publishing Organizations

At InfoTrust, our team is proud to work with many large media companies that own and operate a number of digital platforms to reach…

Reporting Differences and Common Discrepancies Between ‘Revenue’ and ‘Product Revenue’

Reporting Differences and Common Discrepancies Between ‘Revenue’ and ‘Product Revenue’

Have you ever noticed that the Google Analytics data model includes two metrics for reporting on revenue collection: revenue and product revenue? And not…

Use Data to Drive Smarter Decisions this Holiday Season

Use Data to Drive Smarter Decisions this Holiday Season

We are in the last few days of summer, which for retailers means that the holidays are right around the corner. In this unprecedented…

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.