Understanding the impact of Apple's iOS 17 link tracking protection on e-commerce marketing attribution

Apple's iOS 17 update brings significant changes to marketing attribution with the introduction of Link Tracking Protection. Apple says that this feature, enabled in Apple's native Mail app, Messages, and Safari's Private Browsing mode, aims to enhance user privacy. 

The implications of this update for ecommerce brands and marketers are far-reaching, requiring a reevaluation of tracking strategies and adaptation to new attribution solutions.

iOS 17 Link Tracking Protection

iOS 17's Link Tracking Protection will make it more challenging to track user journeys across multiple touchpoints in ecommerce experiences. 

For now, this happens in the “Private Browsing Mode”. Apple's Safari detects tracking parameters and removes their identifying elements.

Although the links will continue to work normally, they no longer carry unique identifiers.

Here is a quick example: 

Before: yourpage.com/landingpage?utm_source=google&gclid=123456789
After: yourpage.com/landingpage?utm_source=google

As you can see, the URL still works, but Link Tracking Protection eliminated the Click ID that was added by Google.

Impact on Marketing Attribution

Marketers heavily relying on these Identifiers (e.g. GCLID) and UTMs in their hyperlinks for tracking and attribution purposes will face challenges with iOS 17. The removal of these identifiers disrupts the ability to accurately track individual user activity and hampers precise attribution data.  Which will make e-commerce marketing and marketing in general more difficult. However, Apple offers an alternative solution called Private Click Measurement, which allows marketers to track conversion events without revealing individual user information.

Strategies to Mitigate the Impact

That Apple will further limit the tracking restrictions was clear. In response to iOS 17's changes, marketers need to adapt their strategies to ensure effective attribution and data accuracy. 

Luckily, we have a solution already ready for this problem.

Thanks to our excellent development team, we can respond to the update without any restrictions and provide all current and future users with the best tracking possible.