iOS 17 brought Link Tracking Protection, a privacy feature that removes tracking parameters from URLs, enabled by default in Mail, Messages, and Safari's Private Browse mode. With iOS 26, Apple is extending this protection to all Safari browsing sessions.
A quick recap: How link tracking protection works
Link Tracking Protection removes user-identifiable tracking parameters added to URLs by platforms like Google, Facebook, and affiliate networks, making it harder for advertisers and marketers to track user behaviour. The initial iOS 17 update did not impact standard UTM parameters (source, medium, campaign) or custom parameters not identified as tracking parameters; these UTMs are not personal identifiers and aggregate traffic origin information.
The iOS 26 expansion: What's changing?
The biggest change with iOS 26 is the expansion of Link Tracking Protection beyond Private Browse mode in Safari and links clicked directly from the Mail or Messages apps. This means that all browsing sessions on Safari will now be subject to this protection, regardless of whether the user is in private mode or if the link originated from an Apple native app. This aligns with our previous expectations that Apple would likely expand Link Tracking Protection to standard browsing.
Impact on advertisers: A deeper dive
While the initial impact of iOS 17's Link Tracking Protection was expected to be limited for most advertisers, the expansion in iOS 26 will naturally have a much bigger impact.
- Increased difficulty for cross-site tracking: The primary change iOS 26 will cause is a further reduction in the ability of platforms to track users' activity across different websites using URL parameters. This will primarily affect identifiers used by platforms like Google (e.g. gclid) and Meta (e.g. fbclid), which are automatically generated and were expected to be stripped even in the iOS 17 release.
- Attribution and measurement challenges: Advertisers may find attribution and measurement slightly more difficult in certain scenarios, as some of the granular tracking data previously available via URL parameters will be removed. This will impact the ability to attribute conversions back to clicks in ads platforms and analytics.
- Continued unaffected areas: Crucially, standard UTM parameters (source, medium, campaign) will continue to be unaffected. Links shared via email marketing or SMS campaigns that contain UTM parameters will also remain unaffected. This is because UTMs are not personal identifiers. Custom parameters that are not listed as tracking query parameters will also remain untouched.
Preparing for iOS 26: What advertisers can do
The good news is that many platforms are already equipped to track users using different methods, and advertisers who have embraced privacy-safe technologies will be in the strongest position to mitigate the potential impact. Here's how advertisers can get ready:
Prioritise privacy-centric measurement to maximise data collection and accuracy
Now is the time to fully embrace privacy-safe measurement solutions, such as Google Consent Mode and Enhanced Conversions. These solutions are designed to provide robust measurement while respecting user privacy, offering a more resilient approach to data collection in a world with evolving privacy regulations.If you're using Google Tag Manager, ensure you have a "Conversion Linker" tag firing on all pages. This tag is crucial for storing click data (including GCLID) in first-party cookies. Finally, adopting Google Tag Gateway can help fight ad blockers and privacy tools that can sometimes strip GCLID parameters or prevent tracking scripts from firing. On average, this can help recover 11% of signals (GA session and associated conversions).
Rely on first-party data
Focus on strengthening your first-party data strategies. Collecting and utilising data directly from your customers, with their consent, becomes even more critical as third-party tracking becomes more restricted and this data is now leveraged as a fallback to advertising identifiers when shared with advertising platforms.
Consider leveraging UTM parameters for your paid activities
In addition to auto-tagging activities, you may use UTM parameters to prevent your paid campaigns from being incorrectly attributed to other channels typically organic. This approach has to be carefully implemented by each channel to ensure accurate data collection for Analytics platforms and we encourage a cross channel approach.
Review and adapt attribution models
It may be necessary to re-evaluate your current attribution models and potentially shift towards models that are less reliant on precise, parameter-based tracking across different sites. Consider data-driven attribution models that can leverage various signals such as your actual transactions, as well as extended and advanced methodologies that account for the increasingly privacy-first landscape, like the solutions offered by Croud.
Monitor platform updates
Stay vigilant for updates from major advertising platforms (Google, Meta, etc.). They will undoubtedly continue to evolve their measurement solutions to adapt to Apple's changes and other privacy initiatives. For example, Google Analytics is already leveraging Aggregate Identifiers to ensure reporting accuracy for when Gclid would not be able to.
In summary
While Apple's continued commitment to user privacy presents ongoing challenges for marketers, it also pushes the industry towards more sustainable and privacy-respecting practices. By proactively adopting privacy-safe technologies and evolving measurement strategies, advertisers can continue to thrive in this evolving digital landscape.
If you have any questions on the above or would like to chat to our team to maximise your data and measurement strategy, get in touch with our data solutions teams.
