Five ways your marketing is losing to Safari´s ITP
Safari changed the tracking game forever. With its Intelligent Tracking Prevention, Safari introduced restrictions on cookies that are creating challenges to businesses that rely on online marketing, and especially on first-party data.
Safari´s ITP in a nutshell
ITP stands for Intelligent Tracking Prevention and is an anti-tracking mechanism that Safari developed to protect user privacy online. ITP does so by limiting the ability to track users across different websites in Safari (cross-tracking).
Its first iteration was released in 2017 and targeted third-party cookies. However, what not many marketers are aware of is that ITP restricts first-party cookies too. First-party cookies have now a decreased lifetime of 7 days. If you make substantial use of UTM parameters (link decoration), your first-party cookies may be capped to 24 hours.
In other words, data collection carried out through marketing tools and other analytics platforms is being impacted. Indeed, platforms like Adobe Analytics or Google Analytics can collect data thanks to first-party cookies that track the online behavior of your website visitors.
Safari did not intend to limit first-party tracking, but it was deemed a necessary restriction to eradicate any possibility for cross-trackers to find workarounds- it is an unintended impact.
Limiting first-party cookies means limiting access to your own website data (first-party data).
Stay clear of ITP ’s unintended impact
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Stop losing data to ITP
Based on browser usage, businesses are missing up to 36% of data on average in the USA.
Unless you work in MarTech, it is unlikely you have heard of ITP´s restriction on first-party cookies and its impact. However, at this point, you should be aware that you are losing a lot of data. Action is required to protect your cookies and take back control over your first-party data.
This is also an opportunity for you to gain a competitive advantage. Regardless of you being a small business owner or a big marketing agency, everybody with Apple users in their audience is affected. However, very few marketers are doing anything about it. So, this is your chance to win on first-party tracking – to have visibility on what works and spend on what matters.
With the latest iOS14 update, ITP is also extended to all browsers on iOS devices.