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What Marketers need to know about the iOS17 privacy changes (coming this month)
**Apple is readying iOS 17 for a September launch. New event. New iPhone. And new privacy changes to keep Marketers on their toes.**
Here are my notes on what’s changing:
With this update Apple is focusing on links!And specifically, the tracking added to the end of URLs that uniquely identify users.
This means that Google’s (gclid) and Meta’s (fbclid) click trackers will be automatically removed!!
However…
Apple’s new ‘Link Tracking Protection’ feature only applies to links shared in:
\- Apple’s Mail app
\- Apple’s Messages app
\- Safari Private BrowsingSo in practice, the biggest impact will be that Google Ads click tracking will be removed for users in Safari private mode.
For context, according to Digiday, around 20% of Safari users opt for Private Browsing.
Final note…Initially, it was thought that UTM parameters would be impacted but that is **not** going to be the case.
Although some agencies are predicting similar changes could roll out to Safari’s non-private browsing in the future.
Which would have a much bigger impact considering the 1 billion plus people who use the browser.
TL;DR: the impact is limited this time… but there’s no reason to think Apple will stop here. So the precise tracking we have become accustomed to probably isn’t going to be around for much longer!
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1 Reply
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OP here!
Btw, if you would find updates like this useful for your role, I send a bite-size newsletter x3 per week. Link in my bio. -
This is already happening. If you notice iOS devices and safari have been skewing lower and lower. The GCLID and FBCLID was slowly being removed since iOS14.
Apple is notorious for starting cold wars. Get ready for Apple’s unveiling of their own PPC wall. They want to replicate Google’s ad platform on their terms, in their walled garden.
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