Intelligent Tracking Prevention (ITP)
The initial release of Apples ITP 1.0 happened in 2017 and primarily targeted third-party cookies and made it quite difficult to do cross-domain advertisement in Safari.
With the following releases up until 2.0, first-party tracking in our web-analytics and marketing tools are still not to be worried about. However, this changed quickly with the introduction of ITP 2.1 and its successor, ITP 2.2.
Both releases target our first-party cookies and action is required as current tracking methods are turned upside down due to substantial restrictions put on first-party cookies.
ITP 2.1 (see more)
Day 1: A user visits your website at www.your-company.com resulting in a number of cookies being written on .your-company.com, potentially including:
- Google Analytics
- Cookie Consent
- Advertisement click cookies (Google Ads, Facebook, Criteo, etc.)
- And many more
However, due to ITP 2.1 all cookies are set with a 7 days expiry instead of the default 90 days to 2 years as default.
Day 2: The same users visits www.your-company.com again. All cookies from day 1 is found and the user is recognized. Any action that the user does is added to the correct user id, click id, etc. Additionally, the 7 days expiry is reset for selected cookies.
Day 10: The same user visits www.your-company.com again. As we are past the 7 days expiry period, the previous cookies do no longer exist, resulting in:
- A new Google Analytics client ID is generated, treating the user as a new user.
- Facebook analytics and click cookie is gone, treating the user as a new user and break attribution for the ad click.
- User will need to grant consent to cookies again, as the stored consent is missing.
- Any advertisement platform that user click-ids for attribution will not be able to attribute subsequent conversions.
ITP 2.2 (see more)
- 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).
A user clicks one of your ads on Facebook and a sent to:
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 likely be deleted after 1 day.
Apple release notes for Webkit:
Smart people and companies talking about ITP:
Simo Ahava: https://www.simoahava.com/analytics/itp-2-1-and-web-analytics/