Apple’s iOS 17 Reshapes Digital Marketing: User Privacy Takes Center Stage

In the dynamic realm of digital marketing, keeping abreast of the latest developments is essential. A major game-changer emerged on September 18, 2023, in the form of iOS 17, Apple’s freshest operating system update. iOS 17 has sent ripples through the digital marketing community, primarily due to its profound focus on safeguarding user privacy.

What’s iOS 17?

iOS 17 represents Apple’s most recent iteration of its mobile operating system, wielded by millions of iPhone users across the globe. While iOS updates often bring a bundle of new features and improvements, iOS 17 has gained notoriety in the marketing sphere due to its emphasis on safeguarding user privacy.

Photo by Szabo Viktor on Unsplash

Impact on Tracking: One of the pivotal features within iOS 17 that has marketers on edge is its effect on tracking. This Apple update is geared towards bolstering user privacy by restricting the data that can be traced and amassed by third-party entities, especially through query parameters in URLs. Consequently, this renders certain tracking methods, which marketers have long relied upon, obsolete on iOS 17-equipped devices.

Campaign Tracking Parameters, also known as tracking tags, are unique codes appended to the tail end of URLs. These have been a linchpin for marketers to monitor diverse facets of user engagement with their digital marketing campaigns. These parameters yield invaluable insights, such as traffic sources, the channels through which users arrived, and specific campaign particulars.

With Apple’s Link tracking protection, this information will be removed from links users share in Messages, Safari Private Browsing, and Mail on iOS 17.

Here’s an example of what a tracked link might look like:

<a rel="noopener" target="_blank" href="https://www.example.com?customer_id=xyz&mkt_tok=xyz">Link</a>

And what happens to that link when the URL is clicked on in Mail and opened in Safari Private Browsing Mode:

https://www.example.com?customer_id=xyz

The Affected Campaign Tracking Parameters: Various tracking parameters that are commonly employed by marketers are no longer as effective on iOS 17. These include:

1. Facebook (fbclid): Previously used for tracking Facebook advertising campaigns.
2. Instagram (igshid): A tag employed to track user interactions with Instagram advertisements.
3. Google Ads (gclid): Designed for tracking Google Ads campaigns.
4. Twitter (twclid): Utilized for monitoring user engagements with Twitter ads.
5. Microsoft Ads (msclkid): Used to track Microsoft Ads campaigns.
6. Mailchimp (mc_eid): Employed by Mailchimp to track email campaign engagement.

These parameters are automatically removed in the following scenarios:

• Private mode and as opt-in in default browsing mode.
• When opening links from Apple Mail and messages.

The Unaffected Campaign Tracking Parameters: Though many tracking parameters have taken a hit, some remain unaltered on iOS 17. The following tracking parameters are still operational:

1. Google Analytics (UTMs): The customary Google Analytics campaign tracking tags.
2. Pinterest (epik): Utilized for tracking Pinterest campaign performance.
3. Klaviyo (_kx): Klaviyo’s tool for tracking email marketing engagement.
4. TikTok (tt-): Instrumental for tracking interactions with TikTok ads.

How to Confront this Challenge:

Publishers should readily embrace contextual advertising, harness first-party data, incorporate consent management solutions, diversify revenue streams, and prioritize the quality and relevance of advertisements.

Adjusting to the iOS 17 landscape presents an opportunity for publishers to distinguish themselves through advertising that is user-centric and in line with privacy regulations.

Add UTM parameters in your URLs

By adding additional data in URL (UTM) parameters of your landing page URLs, you will strengthen your data collection. This measure doesn’t identify users. It only identifies campaigns, ads or other advertising entities.

Example:

• https://yourexamplewebsite.com
• ?utm_source=google
• &utm_medium=cpc
• &utm_campaign=<CAMPAIGN-NAME>
• &utm_id=<CAMPAIGN-ID>

Although LTP (Limited Tracking Prevention) presently addresses just a fraction of user-level tracking in email marketing, which may not pose a substantial risk to begin with, it undeniably represents a positive stride in the right direction. Its primary role is in thwarting the potentially more hazardous practice of indiscriminate scripts tailing users as they navigate from one website to another.