What is Happening?
Intelligent Tracking Prevention 2.0 for Safari was announced in June, and when it launches, legacy conversion tracking tags in Google Ads will be unable to measure conversions on Safari.
As we know Safari is largely used on iPhones and accounts for roughly 56% of all mobile traffic.
Why is This Happening?
What Can I Do?
Google’s sitewide tags, such as gtag.js and Google Tag Manager measures conversions in a way that is consistent with the prior public recommendations for ad attribution. If you’re using the legacy Adwords tracking pixels, you will need to update to the new UI’s conversion tag.
Issues outside Google Ads?
To continue measuring conversions on all browsers, It’s important to ask your ad vendor (DoubleClick, TradeDesk etc.) if tracking will be affected by this new update. It’s important to remember that the new way Safari will be tracking is tag-based, not cookie-based; so this fundamentally affects a lot of tracking methods out there.