Link Tracking Protection in iOS 17: A game-changer for digital advertising

What is Link Tracking Protection and why is it important?

Link Tracking Protection is a new feature in iOS 17 that removes user-identifiable tracking elements from URLs. This is especially relevant if you run ads on major platforms such as Facebook (Meta), Google Ads and Bing/Microsoft. The feature is currently enabled by default in Safari private browsing, but is also available as an opt-in in the default browser. As with all updates from Apple, it’s starting small, so it could most likely become standard in future updates from Apple. In addition to Safari as a browser, Link Tracking Protection also affects Apple messages and mail, e.g. if you send a link over iMessage.

Example: How does tracking work on Facebook?

When you accept cookies, for example Facebook’s Pixel, a JavaScript code on the website, is activated and you get a specific ID (for example 12*****). This information is sent back to the Facebook platform along with additional data collected by the Pixel from your browser. This may include information such as your IP address, your browser type and screen dimensions. This collected data is used to create a profile of your online behavior at webshop.dk, which Facebook can then use. This process is repeated every time you visit a website or perform an important activity on the webshop, so-called “events”/conversions. Usually you have previously given permission for cookies. The data is essential for creating targeted target groups (“Site Custom Audiences”), evaluating the effectiveness of advertisements and tailoring campaigns to users who have an active interest in a specific market or product, such as shoes. The essence of Link Tracking Protection is that the Safari browser automatically removes the “fbclid” parameter, which makes it more challenging for Facebook to track user behavior, since we lose information about the user (for example, IP address, browser type and screen dimensions). This has a negative impact on the effectiveness of online marketing and is likely to cause a decrease in ROAS (Return on Ad Spend).

When will the update take place?

Apple released the news on June 5 this year, but it is only from September 18 that the update is available. Everyone should be updated by Q1 2024, but more and more are updating daily, which means that we will slowly but surely notice the update if you haven’t taken the necessary precautions.

Which platforms are affected?

Apple strives to limit or, to the greatest extent possible, minimize the tracking of users across websites. This means that we can expect a continued expansion of the affected platforms. Currently the following platforms are affected:

What measures are necessary?

Invest in robust tracking
The ability to track with third-party cookies is becoming more and more limited – and unfortunately it’s only getting worse. Be sure to invest in tracking that doesn’t rely on third-party cookies.
Server-side tracking that tracks with first-party cookies results in significantly more and accurate data collection and attribution. In other words, it is extremely important for all companies, large and small.
Stick to a consistent UTM structure
UTM parameters such as Campaign, Source, Medium, Term and ID etc. are currently unaffected, making it more important than ever to work with them effectively.

→ Decide on a structure and be consistent.
Please document the structure, especially if there are several of you working in the account.

→ Make sure to follow a structure that is easy to read in GA4.
The easiest is to follow the structure that is registered by default – go in and look at the attribution reports.

→ Stick to lowercase or uppercase letters (lowercase letters are recommended).
Stay tuned for updates
Apple updates and changes integrations and settings continuously. It is important to always stay up to date to adapt your strategy accordingly.

Shall we help you validate your current setup? Then send an email to Head and Analytics, Lana Hamawander, at lana@iternumdigital.com.

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