There have been rumors that Apple’s next version of Safari (available in macOS Big Sur) will block data from Google Analytics. However, this news has since been debunked by several reputable developers who have confirmed that the browser will not block Google Analytics data. Still, there will be some changes to Safari in terms of privacy and security – most notably, a new privacy report, which will contain details about third-party trackers.
Let’s take a moment to demystify this marketing myth, explore the truth behind the Safari update, and discuss why it’s important to work with an expert Pay-Per-Click (PPC) team to best navigate the ever-changing industry.
The confusion surrounding Apple’s next version of Safari originated when the company announced it would be adding a new privacy report. The feature will contain details about third-party trackers that are blocked on visitors’ webpages. When Apple first released a preview of this feature, marketers were under the impression that Safari 14 would actually block data tracking capabilities. Since then, several reputable developers – and experts in the marketing and tech industries – have confirmed that the new operating system is solely based on changes to the user interface.
In other words, there will be no change to how Safari 14 handles third-party trackers. It’s simply making intelligent tracking prevention data (ITP) more accessible to the everyday user. People who are using Safari will still need to turn on their privacy settings manually if they want third-party elements (such as access to cookies) to be turned off.
Let’s say a user goes into their system and manually tells the computer to stop allowing third-party tracking. What does that mean for you as a marketer?
When a domain has been flagged as one that isn’t allowed to impart tracking devices, Safari implements protective measures that limit communication to and from that domain. But here’s the thing: In doing so, it’s limiting the site’s ability to send personally-identifying information back and forth. Since Google Analytics isn’t concerned with data that can be used to identify the people using the browser, it will function normally on Safari 14.
Today’s marketing environment is dynamic, to say the least. Things are constantly changing, and rumors can get out of hand before you even know the difference between fact and fiction. That’s why you should work with people who are passionate about keeping their fingers on the pulse in the marketing world. Before you go into panic or completely pivot your PPC marketing strategies, it’s always best to talk to experts who can help you discern truth from runaway rumors.
Zero Gravity Marketing is proud to employ a full staff of Pay-Per-Click gurus who are always on top of the latest headlines. If you want to make sure you don’t miss something or fall prey to a myth that could negatively affect your marketing tactics, you need our team on your side.
Contact us today to get started – we can’t wait to hear from you!