The impact of Apple’s Intelligent Tracking Prevention (Part 2)
In our last article, we highlighted how Apple’s ITP impacted (1) macOS Safari browser and (2) iOS Safari browser by effectively decreasing Returning Users in Google Analytics.
And then Apple launched iOS 14 in September 2020, they increased the impact of (2) by enforcing ITP on all browsers, not just Safari.
Since Chrome is the most popular browser in iOS outside of Safari, we can study the impact:
Although only a small percentage of iOS users use non-Safari browsers, we can quite clearly see the impact of ITP in iOS 14.
As ITP only affects client-side cookies, currently the most effective way of rescuing the Returning Users metric is to change the Google Analytics cookie to server-side by the use of server-side tagging.
Sparkline aims to provide data accuracy, comprehension and consolidation, and most importantly, tangible insights for businesses. Get in touch if you’d like to find out more about server-side tagging.
