Would you visit a website that tracks your visit and leaks your sensitive data to third-party sites? The success of the webs relies on users trust. Apple’s WebKit discovered during testing that popular websites use 70 plus trackers that were all silently collecting data on users. To prevent cross-site tracking, Apple recently launched Intelligent Tracking Prevention on Safari.

Intelligent Tracking Prevention on Safari uses machine learning classifiers. Classifiers identify which domains track data and purge user data including cookies in case the user doesn’t interact with the site within 30 days after the first visit. The changes on Safari will impact conversion tracking. To view conversions on Safari, its recommend that you use server-side storage for attribution of ad impressions on your website.

Site-wide tagging & other options to measure conversions

There are multiple ways to track the interactions that people had with your ads before a conversion.  The best alternative currently available is using site-wide tagging which can be applied to every page on your site. Using site-wide tagging helps you in tracking conversions even on Safari’s ITP environment.

Here are three different options when it comes to measuring conversions:

Option 1: Installing global site tag (gtag.js)

Google has recently introduced global site tag (gtag.js) which can be accessed through the AdWords account. The global site tag serves as a single tag for both AdWords and Google Analytics account with supported planned for Google DoubleClick account early next year. To set-up (gtag.js) follow the below steps:

  1. Turn on auto-tagging in your AdWords account.
  2. If your website uses any click-trackers in the tracking URLs, make sure they pass on the GCLID (Google Click Identifier) to your landing page. GCLID is a unique tracking parameter used by Google to pass information between Google Analytics and AdWords accounts.
  3. Eliminating double-counting of page views is essential. Make sure you prevent the tags from firing within an iFrame (example: within another tracking tag like Floodlight).
  4. Access and place the site tag and event snippet from the conversion section on AdWords on your website.

Once set-up new cookies on your domain will store information about ad clicks that brought people to your website. Cookies receive the ad click data from a GCLID (Google Click Identifier Parameter) that is included in the conversion tracking tag.

Option 2: Linking your Google Analytics and AdWords accounts

If you are already using Google Analytics to measure your website engagement, then consider linking your Google Analytics to AdWords accounts. Connecting both the accounts improves the accuracy of measurement. This works irrespective of whether you are using the analytics.js tag or the new global site tag, gtag.js, for Google Analytics tagging.

Option 3: Using Google Tag Manager

If you are already using Google Tag Manager, then you don’t need to make any changes to your page. Make sure that you add a conversion linker tag from the Tag Manager interface, and set it to fire on all pages. Conversion Linker tag automatically tracks the ad clicks on your landing page URLs and stores this information in new cookies on your domain.