Tracking on Apple devices has become a significant challenge for companies, which are relying on accurate data to optimize their marketing campaigns.

With the introduction of Intelligent Tracking Prevention (ITP) and other advanced privacy features, Apple has significantly reduced the ability of websites to track user behavior in Safari, iOS and macOS. These limitations directly impact data collection and accurate conversion attribution.

In this article, we will explore practical solutions to overcome these obstacles and maintain data continuity using technologies like server-side tracking and advanced data management tools.

1. Understanding ITP Limitations

Intelligent Tracking Prevention is a built-in Safari feature that limits the lifespan of marketing cookies to a maximum of 7 days. For instance, if a user clicks on an ad and completes a purchase after 7 days, the conversion can no longer be attributed to the original campaign due to cookie restrictions. These limitations affect businesses as expired marketing cookies prevent accurate attribution of traffic and conversions.

Additionally, ad blockers and privacy features like App Tracking Transparency (ATT) for apps reduce the chances of efficiently collecting user data, diminishing the quality and quantity of information available for marketing campaign optimization.

Server-side tracking provides a reliable solution for overcoming ITP challenges. Features like Tagual’s Cookie Extender allow for the extension of marketing cookie lifespans, even on Safari. This tool utilizes a “master cookie” to restore lost cookies when they expire or are deleted.

How it works:

  • The master cookie stores a unique ID for each user.
  • During each visit, missing cookies are regenerated using the information stored in the master cookie.

This process enables tracking user behavior and attributing conversions over the long term, even on devices with strict restrictions.

For more details on how Tagual’s Cookie Extender works, how to set it up and how to test it, check out this dedicated blog post.

Additionally, we’ve created a short video explaining the challenges Apple imposes on marketing cookies and how Tagual’s Cookie Extender can address this issue. We invite you to watch it to better understand how to protect your data and optimize your marketing campaigns. You can access it here.

3. Continuous Testing and Adjustments

In a constantly evolving digital landscape, it is essential to test the effectiveness of implemented solutions continuously.

Testing recommendations:

  1. Verify the lifespan of cookies across different browsers.
  2. Compare data collected via server-side tracking with traditional solutions.
  3. Monitor campaign performance to identify discrepancies and adjust marketing strategies.

Conclusion

Although Apple’s restrictions pose significant challenges for data collection, innovative solutions like server-side tracking and cookie extender can help businesses overcome these obstacles. By investing in advanced technologies and implementing adaptive strategies, companies can maintain data continuity, optimize marketing campaigns and maximize performance.