Google responds to the upcoming update of the Apple and is changing the ways of capturing and reporting on conversion in Adwords.
In June, Apple’s Intelligent Tracking Prevention was introduced so that an initiative can be taken to restrict third-party trackers from tracking users while browsing from site to site, in the Safari’s next version that is expected this fall.
Google notified AdWords advertisers through an email about the changes it is making regarding Intelligent Tracking Prevention.
Intelligent Tracking Prevention
With intelligent tracking prevention, third-party cookies for tracking users across sites cannot be used after 24 hours starting when a person visits a website through Safari. After that time the third-party cookies are used for log-in only. The cookies are completely removed after 30 days.
If a user converts within 24 hours of his last visit to the site of the advertiser after clicking an AdWords ad, the conversion attribution will be lost.
The Changes That Google Is Making
ITP restricts general retargeting practices and Google addresses ITP to follow Apple’s guidance related to ad attribution. Google’s new Google Analytics cookie has been developed for capturing campaign and conversion data from Safari like ITP.
A Google spokesperson said that they are updating their measurement tools, going with Apple’s guidelines for ad attribution so that the customers can measure ad clicks and conversions correctly. These changes will be applicable to all browsers but are adaptable to the new settings. The spokesperson said that their aim is to restrict interruptions to their users’ experiences and their partner’s ability can be preserved to check their investments in digital advertising.
From Google’s Email
To check the correct reporting of the conversions in the AdWords account, three changes that will be compatible with Apple’s recommendations for ad attribution will be made
1. If auto-tagging is enabled and a Google Analytics tag on the site, a new Google Analytics cookie will be set on the domain of that site. It will store the ad click information and if AdWords and Google Analytics accounts are linked, the AdWords conversion tracking tag will use that click information.
2. AdWords will keep on reporting conversions for users having recent interactions with Google services and domains.
3. The website conversions failing to be measured from Safari will be estimated through statistical modeling and will be included in AdWords reporting.
TL;DR — The Meaning Of The Changes
1. Advertisers having linked AdWords and Google Analytics accounts: There is not any change. Google will use Safari for reporting observed conversions.
2. Advertisers without having linked Google Analytics accounts or the new cookie is disabled: modeling will be used by the Adwords to account for Safari conversions which will appear 24 hours after the last visit of the user to the site of the advertiser from an ad through Safari.
The Gac Cookie
The gac cookie is the new Google Analytics cookie that keeps the ad click information if auto-tagging is enabled. It is a first-party cookie and therefore conforms with ITP. It increases the use of Google Analytics tracking to take into account conversion tracking from AdWords on Safari.