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

Safari 11 Intelligent Tracking Prevention: What You Need to Know

Is Your Analytics Working for or Against You Featured Image

Apple recently rolled out iOS 11 and macOS High Sierra. Both include Safari’s new privacy feature called Intelligent Tracking Prevention.

The system places new constraints on how cookies are used to personalize ads. While Safari currently blocks third-party cookies, ITP will delete first-party cookies as well if the user did not interact with the site in the past 30 days.

iOS 11 only impacts users using Safari. According to StatCounter Research, Safari is used by 14.9% of all internet users.

Impact on Safari Browsers:

strategy

1. Safari browsers will begin deleting first-party cookies after 30 days if users did not visit the same site (to refresh the cookie) and already blocks third-party cookies entirely from loading within the browser.

2. Standard tracking for collected hits such as page views, events, transactions etc. should not be impacted according to the documentation provided online and via Apple. AKA majority of the data collection should not be affected, but this will need to be confirmed as it is rolled out further.

Analytics Impact:

analytics

1. User metrics – for web tracking, GA uses first-party cookies to identify users anonymously (new vs. returning). If a user does not visit the site again within 30 days, they will be classified as a New User in any +30 day future sessions.
2. This behavior affects mobile web and desktop web browsing for Safari/Apple based devices.
3. There is no impact on mobile app tracking.

Impact on Remarketing and Digital Advertising

profile

The major impact may be on remarketing and digital advertising that leverages 3rd party cookies, though this has already been the case with Safari browser according to the online documentation below. It is highly recommended that you consult your advertising agency to determine if and how your advertising will be affected.

Impact on Legacy Floodlights:

With the ITP update, Legacy DoubleClick floodlight tags are no longer able to track view nor click conversions in Safari 11.

Historically, DoubleClick Floodlights recognized users based on their cookie ID. A user receives a cookie with an ID when a user is served an ad impression from DoubleClick. The cookie is updated to notate the click if the user clicks the ad. When the user visits the conversion landing page, the Floodlight tag looks for the DoubleClick impression or click cookie and matches a conversion based on the cookie ID. Because Safari blocks 3rd party cookies by default, view through conversions is not tracked by legacy floodlights in the Safari browser.

Through a loophole in the process, click through conversions were historically tracked by legacy DoubleClick floodlight tags. Because an ad click is redirected briefly through the doubleclick.net domain, click cookie becomes a 1st party cookie. In the past, this allowed DoubleClick to track click conversions in Safari. This is no longer the case because the ITP update now classifies 1st party cookies as meaningful and not meaningful. Since the redirect to the doubleclick.net domain is so brief, it is classified as not meaningful, and thus is not eligible for use in 3rd party context even for the 24-hour window.

DoubleClick’s GST Work Around for ITP:

In order to track Safari click conversions, updates are required for: the Global Site Tag (GST), a DoubleClick Event Tag, and a Google Click ID. If implemented on all advertiser web pages, The Global Site Tag allows DoubleClick to set a 1st party cookie on the advertiser’s domain. This 1st party cookie is held to the Safari 30 day lifespan. Similar to a legacy Floodlight tag, The Event tag will identify the DoubleClick cookie to determine whether the conversion is attributed. The Google Click ID, which is appended to the redirect when an ad is clicked, allows DoubleClick to identify which Placement/Creative the conversion should be attributed to.

Global Site Tag and Event Tags are available today, however, the Google Click ID is currently only applied to DoubleClick Search campaigns, and not display campaigns trafficked in DCM. The Google Click ID is expected to be integrated into DCM in January of 2018.

It is important to note that GST has no impact on DoubleClick’s ability to track view through conversions in Safari.

For more information and background on Apple’s decision to update Safari, please see articles here and here.


Have questions about how Intelligent Tracking Prevention will impact your websites and user interactions? Contact your InfoTruct Consultant today!

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

InfoTrust Becomes Official Google Cloud Partner

InfoTrust Becomes Official Google Cloud Partner

For years, the experienced cloud engineering team at InfoTrust has helped major multi-brand clients across the globe drive their business objectives forward. With a…

Deloitte Recognizes InfoTrust in Annual Technology Fast 500 Ranking

Deloitte Recognizes InfoTrust in Annual Technology Fast 500 Ranking

Last week, Deloitte honored the experienced digital analytics consulting, data governance, and technology team at InfoTrust among the 500 fast-growing North American companies in…

The Most Useful Google Analytics Reports and Dashboards for Black Friday

The Most Useful Google Analytics Reports and Dashboards for Black Friday

With the holiday season rapidly approaching, Black Friday weekend is just around the corner. Recently, we asked if your digital analytics team is ready…

Migrating Tag Inspector from Python 2 to Python 3

Migrating Tag Inspector from Python 2 to Python 3

Recently, our engineering team completed a migration of our proprietary tag auditing and management platform from Python 2 to Python 3. This upgrade brings…

Get to Know All the Products in the Google Marketing Platform

Get to Know All the Products in the Google Marketing Platform

While most organizations are aware of the Google marketing stack, many only utilize one or two of its products. While using a single Google…

In-Housing in Your Organization’s Future? Start with This Conversation

In-Housing in Your Organization’s Future? Start with This Conversation

It’s time to have a real conversation about your company’s internal structure and capabilities. Are you being asked by management to make in-housing a…

Tag Inspector’s Cookie Detection Feature Receives Quanties Award for Best New Technology

Tag Inspector’s Cookie Detection Feature Receives Quanties Award for Best New Technology

At the Digital Analytics Association’s OneConference event last evening in Chicago, Tag Inspector’s new cookie detection feature received the Quanties Award for Best New…

Lead Analytics Consultant Mai AlOwaish Honored with DAA President’s Award

Lead Analytics Consultant Mai AlOwaish Honored with DAA President’s Award

At InfoTrust, our team works not only to grow our business and community, but also to further the digital analytics industry as a whole….

Join InfoTrust on the Journey Towards Organizational Maturity in Supporting Equality in Tech

Join InfoTrust on the Journey Towards Organizational Maturity in Supporting Equality in Tech

One of the pivotal moments of my career as an entrepreneur was hearing Jeff Hoffman share his legacy as a founder of Priceline.com, uBid.com,…

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.