Apple’s latest software update, iOS 17, brings new privacy controls for users. This is great for those who value their privacy. But for marketers, it means they have to learn new rules. In this article, we’ll look at these new features and discuss their impact on marketing

What’s New with iOS 17

The standard for user data protection has been enhanced with the release of iOS 17, iPadOS 17, and MacOS Sonoma. This is demonstrated by the new feature, Link Tracking Protection, which assures that apps like Messages, Mail, and Safari Private Browsing are more circumspect in their data collection practices.

This heightened privacy means that when users click on online content, like advertisements, their digital footprints become more obscure. Crucial identifiable data points that marketers once relied upon are now masked, providing users with an added layer of privacy.

This is shown by the method in which user identifiers are removed from URLs. regardless of whether a user accesses it through a Private Browsing window or not, the link continues to work as intended.

Building on this, Safari has elevated its defenses. It has made it a tough task for websites to scoop up user data, particularly when users dive into the realm of private browsing. As a result, the trails of data that marketers used to trace are now dwindling.

With these changes, it’s clear that while user privacy is a priority, marketers aren’t left entirely in the dark. As long as they don’t lean too heavily on third-party data sources, and adapt to these updates, they can still craft effective marketing strategies.

Campaign Tracking Parameters Affected

The impact of iOS 17 on marketers is profound. Many Campaign tracking parameters that marketers have come to rely upon are not delivering as they once did on this new iOS. Let’s list some of them:

• • Facebook’s advertising campaigns tool (fbclid).

• • The Instagram tool that captures interactions with ads (igshid).

• • Google’s renowned Ads campaign tracker (gclid, dclid).

• • Twitter ads’ campaigns parameter (twclid).

• • Microsoft Ads’ campaign tracking (msclkid).

• • Mailchimp’s unique tracker for email campaigns (mc_eid).

The Landscape for Marketers

For those marketers who have their strategies deeply intertwined with platforms such as Google’s AdTech or MarTech, the advent of iOS 17 presents a bunch of technical challenges:

• • Fewer Data Points: With iOS 17’s robust restrictions on accessing unique user identifiers, the vast ocean of data that marketers used to sail on has shrunk. This directly impacts how marketers segment their audience, the accuracy of their targeting, and their ability to measure return on investment.

• • Complexities in Data Integration: With data becoming more segmented and siloed, merging insights from various platforms becomes a hard task, demanding advanced tools and a higher level of expertise.

As a result, marketers won’t be able to track users across platforms using their ad campaigns. Although it won’t track specific user information, Apple will provide private click measurement ad attribution.

Variable Performance Across Data Tools

The differential response of data tools to iOS 17’s robust privacy features is worth noting. While tools like Adobe and Tealium may still work seamlessly, Google’s tools face restrictions, especially during private browsing or when advanced privacy settings are on. 

This means that analytics reports might be incomplete or skewed, posing challenges for data-driven decision-making.

Tracking Tags

There’s further complexity when evaluating the performance of specific tracking tags. Some appear immune to Apple’s changes, while others are affected.

The inconsistent performance of tracking tags further complicates matters:

• • Analytics Discrepancies: Different tracking tags might provide different analytics, making it hard to pinpoint accurate user behavior.

• • Campaign Optimization: With incomplete data, optimizing ad campaigns becomes a game of guesswork rather than a data-driven strategy.

Direct Tracking

Embedded tracking codes, a staple for many websites, might also behave unpredictably under iOS 17. While giants like Google, Facebook, and The Trade Desk might experience hiccups, others, such as Microsoft Ads and TikTok, seem to function seamlessly. This disparity means marketers will need to reassess their toolkit and perhaps diversify their tracking methods.

Apple’s Vision of Privacy

Apple has always been at the forefront of protecting user privacy. Every update, whether it’s the Intelligent Tracking Protection, App Tracking Transparency, or the new features in iOS 17, shows Apple’s strong commitment to clear and honest data use, putting users in control. 

Elayne Lai from Klaviyo highlights this, saying, “privacy protection policies like Apple’s iOS are a good reminder for brands to be respectful of customers’ choices in how much data they’re willing to share. Customers are more likely to give information to brands they trust.” Although it’s a good idea to preserve user privacy, it may make it more difficult for companies to reach their target audience.

That’s why it’s so important for brands to be open about how they collect data. By doing this and ensuring their methods meet privacy standards, they can build and keep trust with their audience.

Preparing Marketers for the Future

The key need for marketers to stay flexible and adaptable is highlighted by the quick changes in the digital ecosystem, as demonstrated by Apple’s iOS 17. Not only must you keep up, but you must also anticipate changes and adjust your tactics accordingly.

To ensure ongoing data flows and to preserve the effectiveness of their efforts, it will be crucial that they actively investigate and test their toolkits against Apple’s alterations.

However, there is a compelling need for creativity above and beyond adaptability. Traditional user data sources are becoming more limited. Marketers should regard this as an opportunity rather than a challenge. 

The priority might move to comprehending broader behavioral trends, delving into contextual advertising where content relevancy plays a crucial role, or investigating underutilized approaches that are consistent with privacy principles while yielding valuable insights.

In essence, iOS 17 is a game-changer. It’s a reminder that the digital marketing realm is dynamic, and staying static is not an option.  But opportunities also come with difficulties.

By leveraging alternative tracking methods, staying abreast of tech advancements, and placing data privacy at the forefront, marketers can not only navigate these changes but can also harness them to forge stronger, trust-based relationships with their audiences.

Conclusion

Finally, iOS 17’s push towards more user privacy is a significant step in today’s digital age. For marketers, it’s a nudge to evolve and adapt. 

It’s not just about collecting data anymore; it’s about doing it responsibly. By understanding these changes and adjusting strategies, marketers have a chance to connect with their audience in more genuine ways. 

The future of marketing might look different, but with innovation and a user-focused approach, businesses can thrive in this new landscape. Respecting user choices not only builds trust but also paves the way for more meaningful interactions in the long run.