Intelligent Tracking Prevention (ITP) is Apple’s privacy technology embedded in Safari that uses on-device machine learning to classify and restrict tracking behaviour.
Since its introduction in 2017, ITP has evolved through multiple versions. ITP 1.0 limited third-party cookie lifetimes, ITP 2.0 eliminated them entirely, and subsequent versions imposed restrictions on first-party cookies set via JavaScript, capping their expiration to seven days.
ITP also targets link decoration, CNAME cloaking, and other workarounds that trackers have attempted. This progressive tightening has fundamentally changed how websites can track Safari users.
ITP’s restrictions directly affect website analytics accuracy and advertising attribution. With first-party cookies expiring after seven days, returning Safari visitors are often counted as new users, inflating unique visitor counts and breaking conversion attribution windows.
Advertising platforms that rely on cookie-based attribution struggle to measure campaign performance accurately for Safari audiences. As Safari accounts for a significant percentage of global web traffic, particularly on mobile, these impacts cannot be ignored.
Seers.ai addresses ITP challenges through server-side tagging support and Google Consent Mode v2 integration. Server-side tagging processes data on your server rather than in the browser, bypassing many of ITP’s client-side restrictions.
Seers ensures that consent is collected and communicated to your analytics infrastructure regardless of browser-level cookie limitations, giving you consistent, compliant data across Safari and all other browsers.
Keep your Safari tracking accurate and compliant with Seers AI
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