In iOS 17, which is in beta now and launches fully in September, individual URL tracking will be removed from links sent via Messages and Mail and in Safari Private Browsing. This change is applicable to all new Apple operating systems: iOS 17, iPadOS 17 and macOS Sonoma.
In place of these URL tracking parameters, Apple has a new feature called Private Click Measurement. This feature can already be found in Safari Private Browsing and provides general conversion metrics, but not individuals’ activity.
Why the change?
Increasingly, consumers say they want more privacy in browsing. This change follows the current trend of offering more privacy options to users over sharing customer data with companies and advertisers.
As part of the privacy announcement, Apple said the changes are reflective of their “deeply held belief that privacy is a fundamental human right and that good privacy is built on a foundation of strong security.”
What does it mean for small news publications?
Without individual URL tracking, you won’t be able to attribute clicks to a specific individual. You will still be able to track how an article is performing in a newsletter, the number of clicks in an email campaign and other non-individual specific metrics.
Below are screen grabs from the Apple announcement video. Where you may have included an individual tracking parameter in your URL like this:
Apple will now remove the individual parameter and leave the tracking URL like this:
As you can see, you will still be able to track general metrics, like how many readers click on an article from an email campaign.
We reached out to ActiveCampaign to get their take on the changes. Their support team said: “We anticipate no impact at this time from Apple’s iOS17 Link Tracking Protection update – and we will continue to provide the insights you need to run your business.”
Are more changes on the horizon?
In short, yes. Google will continue to add more privacy features as part of its Privacy Sandbox.
We’ll continue monitoring this change and its effects on tracking metrics, and we’ll share an update when we know more information.
Apple and Google privacy change implications
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What’s changing?
In iOS 17, which is in beta now and launches fully in September, individual URL tracking will be removed from links sent via Messages and Mail and in Safari Private Browsing. This change is applicable to all new Apple operating systems: iOS 17, iPadOS 17 and macOS Sonoma.
In place of these URL tracking parameters, Apple has a new feature called Private Click Measurement. This feature can already be found in Safari Private Browsing and provides general conversion metrics, but not individuals’ activity.
Why the change?
Increasingly, consumers say they want more privacy in browsing. This change follows the current trend of offering more privacy options to users over sharing customer data with companies and advertisers.
As part of the privacy announcement, Apple said the changes are reflective of their “deeply held belief that privacy is a fundamental human right and that good privacy is built on a foundation of strong security.”
What does it mean for small news publications?
Without individual URL tracking, you won’t be able to attribute clicks to a specific individual. You will still be able to track how an article is performing in a newsletter, the number of clicks in an email campaign and other non-individual specific metrics.
Below are screen grabs from the Apple announcement video. Where you may have included an individual tracking parameter in your URL like this:
Apple will now remove the individual parameter and leave the tracking URL like this:
As you can see, you will still be able to track general metrics, like how many readers click on an article from an email campaign.
We reached out to ActiveCampaign to get their take on the changes. Their support team said: “We anticipate no impact at this time from Apple’s iOS17 Link Tracking Protection update – and we will continue to provide the insights you need to run your business.”
Are more changes on the horizon?
In short, yes. Google will continue to add more privacy features as part of its Privacy Sandbox.
We’ll continue monitoring this change and its effects on tracking metrics, and we’ll share an update when we know more information.
Sources & further reading
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