ITP 2.2

Impacts and considerations

Highlights

In May 2019, Apple launched their successor to ITP 2.1, named 2.2. This update continues down the path of restricting the lifetime of first-party cookies set client-side using JavaScript. In this case, specifically third-party analytics and marketing vendors are targeted, and the result is cookies capped to a 1-day expiration period when the following two conditions are true:

  • The traffic came from a domain that by Safari is classified as having third-party tracking capabilities.
  • The final URL (to your website) includes a query or fragment identified (e.g. a click ID).

Example:
A user clicks one of your ads on Facebook and is sent to:
www.your-company.com/?fbclid= IwAR1wZSGltSgn490ekIw6uaJvjihaTHS3GhTSIaJ9Pq7_q9i4iSqHJA1y1mw

Once the user lands on your website, Facebook will create a cookie that is linked with this click ID so that subsequent conversions can be attributed to the correct ad click. However, with ITP 2.2 this conversion will need to happen during the same day, as the cookie will be deleted after 1 day.

Webkit, the search engine used by Safari, recently published it’s Tracking Prevention Policy (see here: https://webkit.org/tracking-prevention-policy/). The policy outlines a number of intended and un-unintended impacts by ITP 2.1 and 2.2.