What is Intelligent Tracking Prevention (ITP)?

Last year, Safari 11 on Apple, launched a feature called ITP on both desktop and mobile and is turned on by default for all users who upgraded to Safari 11 or a later version.  ITP blocks or limits access to many 3rd party cookies for adverting measurement and personalization.  This means limiting the ability for advertisers and site owners to track users across domains.

This means that unless a user converts within 24 hours of last visiting an advertiser’s site, the conversion attribution will be lost from all users using Safari 11.

What is changing with the release of ITP 2.0?

The first version of ITP, 3rd party cookies would remain available in the browser for 24 hours after the user had interaction with the domain in which the cookie was set.

In the upcoming version of Safari (expected Fall 2018), the new version of ITP will eliminate that 24 hour window.  This will mean a potential loss in conversion counting on Safari 11+ or broken user experience.

How best to track accurately?

It’s important to make sure that conversion tag implementation supports accurate counting on site.  Site-wide tagging is the best option to ensure accurate measurement of performance for online advertising.

There are two main options for measurement via site-wide tags:

  • Install the global site tag on your entire site.

The global site tag is a site-wide web tagging library that works across Google’s site and conversion measurement products, including Google Ads, Google Analytics, Campaign Manager, Display & Video 360, and Search Ads 360. A global site tag is made up of two snippets of JavaScript: a global snippet and an event snippet. The global snippet is placed on all pages of your site, and the event snippet is placed on pages with events you’re tracking.

The only added step outside of a regular pixel (ie. iFrame, IMG) set-up is the implementation of the global snippet to all pages of your site.  Otherwise, tag placement is similar to a standard pixel implementation.

  • Use Google Tag Manager (GTM)

Users of Google Tag Manager will only require to add a conversion linker to GTM containers.

What if I don’t want to migrate to Global Site Tag or use GTM?

Should you choose not to migrate to Global Site Tagging or GTM, conversion data across Safari 11+ will be lost, which could influence conversion counts.

In these instances, a regular iFrame or IMG pixel can be placed.

How do I implement a Global Site Tag?

A global site tag is made up of two snippets of JavaScript: a global snippet and an event snippet.

The global snippet should be placed on every page of your site.   After you’ve installed a global snippet on every page of your site, you don’t need to add the global snippet again.

Note, if you’ve already placed the Global snippet for another Google product, you don’t need to place it again.  Instead, you will need to 1) update the global snippet to include identifiers for each product and 2) Use separate event snippets for each product.   

The event snippet should be placed on pages with events you’re tracking.  This process is similar to placing an iFrame or IMG pixel.  In combination with the global snippet, event snippets can track conversion events or to add users to audience lists. It can be placed anywhere on the page after the global snippet, but we recommend also placing it within the <head> section for the best tracking accuracy.

Where can I learn more on global site tag?

Find more information on using Global Site Tags here.

For further details regarding Google Marketing Platform specific implementation, please get in touch with your MediaNet Account Team.