If you’re into digital marketing, you probably remember the big splash iOS 14.5 made a few years back. It was a game-changer, giving Apple users the choice to let advertisers track them or not.
Well, guess what? We’re a few years on from iOS 14, and Apple’s at it again with some new changes that you need to know about. Let’s dive into the most significant update: Link Tracking Protection.
What are Tracking Parameters?
You know those little tags at the end of a URL that help us figure out where our traffic’s coming from? Those are tracking parameters, and they’re like gold for digital marketers. They help us understand what’s working and what’s not, so we can make our marketing strategies even better.
Example:
Here’s what I mean:
- Google’s GCLID: It’s like a detective, tracking interactions with Google Ads.
https://www.yourwebsite.com/product?gclid=Cj0KCQiA… - Facebook’s FBCLID: Keeps an eye on clicks from Facebook ads.
https://www.yourwebsite.com/product?fbclid=IwAR1… - Twitter’s TWCLID: Monitors interactions with Twitter ads.
https://www.yourwebsite.com/product?twclid=12345…
These little guys help us see where our traffic and conversions are coming from. Pretty neat, right?
What is Link Tracking Protection (LTP)?
Now, here’s where things get interesting. Apple’s introduced this thing called Link Tracking Protection (LTP) in Safari 17. It’s all about privacy, making it harder for us marketers to keep tabs on user behaviour.
Imagine you’re tracking clicks in an email campaign, and suddenly those tracking parameters are gone. That’s LTP in action. It’s like Apple’s put up a privacy shield, especially within their own apps like Mail, Messages, and Safari’s Private Browsing mode.
So, while it’s great for users who want more privacy, it’s a bit of a curveball for us marketers. Time to rethink some strategies!
Which Tracking Parameters Will Be Removed?
Navigating iOS 17’s tracking maze isn’t easy, but here are some tips to keep you on track:
- Explore Private Click Measurement: Think of it as a new way to measure campaigns, though it might not be as detailed as before.
- Focus on Other Metrics: Don’t worry; you can still look at things like time on page and bounce rate.
- Leverage First-Party Data: Go straight to the source, your website or app, for insights.
- Optimise for User Experience: Content is king, so make it compelling.
- Diversify Your Marketing Channels: Spread your wings and try different avenues.
- Stay Informed and Adapt: Keep learning and evolving. The digital world never stands still.
When Will You Start To Feel The Effects Of iOS 17 Link Tracking Protection?
Brace yourself; iOS 17’s Link Tracking Protection is coming in September 2023. It’s going to shake things up, making it trickier to track users across platforms.
Imagine a detective losing their magnifying glass; that’s what it’s like for marketers losing click IDs. It’s a big change, and we’ll all be watching closely to see how it plays out.
But hey, change is what keeps things exciting, right? We’ll adapt, find new ways to connect with our audience, and keep moving forward.
So there you have it, my friend. iOS 17 is bringing some new challenges, but it’s also an opportunity to innovate and grow. Let’s embrace it and see where it takes us!
Feel free to reach out if you have any questions or thoughts. Happy marketing!
