Apple iOS 17 Link Tracking Protection

UpdatedJuly 29, 2023

•1 min read

Spent over a decade helping organizations thrive through re-platforming, digital analytics, and marketing automation. Now, I’m pivoting to Data Privacy and Governance. I specialize in translating abstract frameworks into actionable practices ensuring growth and protection work in tandem.

Apple iOS 17 (to be released in late Sep/early Oct 2023) introduces Link Tracking Protection (LTP).

LTP automatically enabled from Mail, Messenger, and Safari will remove all parameters from the campaign tracking URL. UTM parameters, which don’t contain user identifiers, so far appear to be unaffected.

Major vendors (FB, Google, Adobe, Hubspot, MailChimp, IG) will be impacted.

Apple’s iOS 14 have hurt DTC brands that were heavily reliant on digital marketing to drive sales through their own website. Lunya, a DTC sleepwear brand filed for bankruptcy.

In the era of iOS, GDPR and AdBlocker, here is how FB's Pixels and FB Conversion API can be the answer

#ios

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