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🔒 Attention Advertisers: The upcoming release of iOS 17 brings both good and bad news. 📱
As we anticipate the release of iOS 17 next month, a new challenge emerges for those relying on tracking parameters.
Apple's going to block them...
UTM parameters like Google GCLID and Meta ID will be stripped from URLs in private browsing mode. While this news may be disheartening for advertisers, it is important to understand the implications and explore alternative strategies to adapt to this evolving environment.
The Impact:
Apple has aptly named this new feature "advanced tracking and fingerprinting protection." Its primary aim is to safeguard user privacy by restricting the tracking capabilities of advertisers. This development will undoubtedly make it significantly more challenging to track user behavior in platforms such as Google Analytics 4, Google Ads, Meta, and others. Additionally, this protection extends beyond browsers and can apply to messages and mail apps as well.
We're essentially going from this:
https://example.com/ad_engagement?click_id=kjuaasnd1231251k&campaign_id=23
To this:
https://example.com/ad_engagement?&campaign_id=23
It looks like broader URL parameters will remain which Apple showed in their example.
Current and Future Scope:
At present, the blocking of tracking parameters is limited to private browsing mode. However, users have the option to enable this feature across all browsing activities. It is crucial to recognize that depending on your tracking setup, this may not impact bottom-of-the-funnel sales and leads if you have advanced tracking technologies like enhanced conversions implemented with Google Ads and Meta which uses hashed emails. Nevertheless, it is essential to anticipate that Apple's commitment to user privacy may lead to the standardisation of this feature across all browsing activities in the future.
Safari's Market Share:
It is worth noting that Safari currently holds approximately 30% of the market share, while Chrome browsers dominate the majority of internet traffic. Consequently, if your website receives substantial traffic from Chrome browsers, this development may not significantly impact your data accuracy. However, it is essential to remain proactive and adapt to the evolving landscape, as market dynamics can change rapidly.
Strategies to Navigate the Changing Landscape:
To mitigate the potential impact of Apple's advanced tracking and fingerprinting protection, it is crucial to explore alternative attribution technologies and strategies. Consider implementing enhanced conversions setups for platforms such as Google Ads, Meta, etc. These technologies leverage advanced tracking methodologies that do not solely rely on tracking parameters, thereby offering more robust tracking capabilities.
Moreover, it is prudent to constantly explore additional solutions such as market mix modeling and incrementality testing. These methods provide valuable insights and data without explicitly identifying individual users. Both can are a powerful approach to measure the effectiveness of marketing campaigns while respecting user privacy.
Looking Ahead:
As the landscape of user tracking continues to evolve, it is essential to remain adaptable and forward-thinking. The challenges posed by Apple's advanced tracking and fingerprinting protection are just one piece of the puzzle. Businesses and advertisers must continuously explore innovative solutions that respect user privacy while still delivering effective marketing strategies.
In conclusion, the release of iOS 17 and Safari's blocking of tracking parameters in private browsing mode presents a new challenge for advertisers. However, by embracing advanced tracking technologies, exploring alternative strategies, and staying ahead of the curve, businesses can navigate these changes.
AS LONG AS YOU STAY AHEAD OF THE GAME. Don't leave your head in the sand too long...
Adapting to the evolving landscape of user tracking is not only essential but also an opportunity to enhance user trust and deliver more targeted and meaningful experiences.
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