How To Overcome The New Apple Tracking Prevention

Apple have released intelligent tracking prevention on their Safari browser, that to date, only impacted a small proportion of data from being tracked and reported correctly through Google Analytics and via Google Ads conversion tracking.

How To Overcome The New Apple Tracking Prevention

Most recently, Apple have launched Intelligent Tracking Prevention 2.0 that will be rolled out with the release of Safari 12.

This means that any Google Ads/ Google Analytics account still using older versions of the conversion tracking code or the Analytics tags will cease to report fully on the safari browser data. As Safari has just under 30% of the market share in the UK, this is going to mean a significant drop in what we can see and what will appear.

Not all is lost however, as Google have created a solution by creating a Global site tag option which will allow the majority of data to still be reported. This is a site-wide tag that then uses events to record conversions, as opposed to a separate cookie. This tag update applied to both Google Ads and Google Analytics.

This has been available for quite a while, so most new accounts are already making use of it, and there may be some accounts that have already made the most of this update. However, it’s now imperative that all advertisers make this switch.

How to combat Apple Intelligent Tracking Prevention 2.0 in Google Analytics
In Analytics, head over to the Admin panel and select Tracking Information > Tracking Code. Here you will be able to view the newest version of the code, that should look like this:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXX-X"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'UA-XXXXXXX-X');
</script>

The simplest way to check whether your site is using the updated tag or an older one is to return to the site Home Page, right click on the background space, then select ‘View Page Source’. This will bring up the HTML code for the web page. Once there, hit Ctrl + F and search for the word “analytics”. This will bring up the Google Analytics tag, and if it doesn’t match the one above it needs to be updated. If this is the case, the new tag should be sent to the website developer who should place it in thesection of each page of the website and remove the older version of the code.

How to combat Apple Intelligent Tracking Prevention 2.0 in Google Ads
For Google Ads conversion tracking, you also need to implement the Global site tag on every page, in addition to adding an event snippet on your conversion pages.

For this, you need to head over to the Google Ads account, select Tools > Conversions, to bring up the list of existing conversion actions you are using. If you are importing any conversions from Google Analytics, they will automatically be corrected by the following Analytics steps above. For any Google Ads specific conversion tracking, you need to select the conversion action name to bring up the settings; from here, select ‘Tag Setup’ and it will give you the new format tracking code using the global site tag. From here, select the option ‘Install The Tag Yourself’ and a list of options and instructions will be displayed.

There should be almost blanket usage of Google Analytics, meaning you should be able to select the second option “The global site tag is already installed on all pages, but comes from another Google product (such as Google Analytics) or from another Google Ads account”. Once selected, this option will instruct you to “Copy the ‘config’ command below and add it to every instance of the global site tag, right above the end tag. Consider updating the comment line in your tag to include your conversion ID”, which would look like this:

gtag('config', 'AW-XXXXXXXXXX');

This means the full Global tag code on every page of the site should look something like this:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXX-X"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'UA-XXXXXXX-X');
gtag('config', 'AW-XXXXXXXXXXX');
</script>

Again, that instruction needs to be sent to the website developer to tweak the code, in addition to the following information:

Under that Global site tag option is then the event snippet option. So the option on here is dependent on whether you want to track a conversion page (eg. thank you page) or need to track a click action (such as a button click) select the appropriate option and then that code snippet needs to be placed in line with the instructions give – again just copy and paste the tag and send to the web developer along with the instructions on where to place it. They also need to remove the older version of the conversion tracking code.

The code would need to be customised to include revenue/conversion value figures (as was the case with the old code) so if that is necessary also send the web developer the following help file: https://support.google.com/google-ads/answer/6095947?co=ADWORDS.IsAWNCustomer%3Dtrue&hl=en

This update will be actioned in the very near future, so the amendments need to be introduced as soon as possible to avoid any drops in conversions and data.

Do you feel you miss the latest Google Ads updates and feature releases? If so, then contact Mabo today to see how your PPC advertising could benefit from working with our team of PPC management specialists.





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