Of all the silicon tech companies, Apple is distinguishing itself on Privacy. With Tim Cook stating that Privacy Matters, and the latest update of Safari's Intelligent Tracking Prevention helping them further the cause, marketers should be aware of the implications this new release will have on web analytics. (See Apple’s Privacy commercial here: https://youtu.be/A_6uV9A12ok) In the spirit of privacy, Apple introduced Intelligent Tracking Prevention (ITP) in 2017 as a means of preventing sites to track Safari users cross domain visits via third-party cookies for longer than a 30-day window. This principally was aimed at AdTech companies who were creating “cookie pools” based on the user’s visitor journey across the web. Google responded with code created to circumvent this 1st version of ITP as it would affect conversion reporting for its AdWords campaigns; users of Google’s Tag Manager were encouraged to create a Tag using this available variable. Subsequent versions of ITP have since been released, with ITP2.1 now being the latest version.
What is changing:ITP2.1 has further expanded upon previous versions and now changes how 1st party cookies will be treated. Previously, any persistent client-side cookie had a 30 day expiration, and now they will expire after just 7 days
- New vs Returning and Frequency & Recency
- Device Overlap and Device Paths
- Multi-Channel Funnels