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Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

ITP

ITP (Intelligent Tracking Prevention) is Apple's privacy feature in Safari that limits tracking cookies and prevents third parties from following users across websites. It significantly impacts how your online store can track and retarget Safari users.

What is ITP?

Intelligent Tracking Prevention (ITP) is a feature in Apple's Safari browser that automatically limits the use of cookies and other tracking technologies. Its purpose is to protect users' privacy by preventing advertisers from tracking them across different websites.

ITP was introduced in 2017 and has since been significantly tightened. In the latest versions, ITP blocks almost all third-party cookies and limits first-party cookies set via JavaScript to a lifetime of 7 days (or 24 hours in some cases).

What does ITP mean for your online store?

ITP affects several critical aspects of your online marketing:

Shorter tracking windows

Cookies set by Facebook Pixel, Google Ads and other tracking scripts via JavaScript are limited to 7 days lifetime in Safari. This means that a customer who sees your ad on Monday and buys on Sunday may not be attributed to the campaign that brought them there.

Retargeting limitations

Third-party cookies are used for retargeting. Since ITP blocks them in Safari, you can't retarget Safari users via traditional methods like Google Display Network or Facebook Pixel (client-side).

Inaccurate conversion tracking

Shorter cookie lifetime means that conversions that happen more than 7 days after the click are not recorded correctly. This gives an incomplete picture of the effectiveness of your campaigns.

Impact on analytics

Even Google Analytics cookies are affected. Returning visitors can count as new users if more than 7 days have passed between visits. This distorts your user numbers and session data.

How widespread is Safari?

Safari has a significant market share in Denmark - typically 25-35% on desktop and even more on mobile as all iPhones use Safari (or the Safari engine via WebKit). This means that ITP affects a large part of your traffic and conversion data.

How to handle ITP

  • Server-side tracking: The main solution. Server-side Google Tag Manager and Facebook Conversions API set cookies from your server (first-party), which are not subject to ITP's JavaScript limitations.
  • Conversions API (CAPI): Facebook server-side tracking sends conversion data directly from your server to Facebook, independent of browser cookies. Shoporama supports this via Facebook access tokens.
  • Enhanced Conversions: Google Ads' Enhanced Conversions sends hashed customer data (email) in addition to cookies for better conversion matching.
  • Consent Mode: Google's Consent Mode can model conversions from users who do not accept cookies based on statistical models.

ITP in context

ITP is part of a broader privacy trend:

  • Safari ITP: Apple's solution - the most restrictive
  • Firefox ETP: Mozilla's Enhanced Tracking Protection - similar restrictions
  • Chrome's Privacy Sandbox: Google's replacement for third-party cookies - gradual rollout
  • Apple ATT: App Tracking Transparency in iOS - requires opt-in for tracking in apps

The trend is clear: browser-based tracking is becoming more and more restricted. Server-side tracking and first-party data is the future of accurate conversion tracking.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

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