What’s the deal with Safari, Firefox and Third-Party Cookies?
Third-party browser “cookies” have been one of the primary ways that apps like ClickMagick track Tracking Link conversions for a long time. But the industry is moving away from third-party cookies due to privacy concerns.
Both Safari and Firefox now block third-party cookies in certain situations, which can affect conversion tracking when using Tracking Links, and Chrome is expected to stop supporting them some time in 2022.
You don’t need to understand the technical details, but here’s what you should know …
This does NOT affect you at all if you’re not using ClickMagick Tracking Links and Tracking Pixels to track conversions. If you’re an affiliate using only Postback URLs, or you’re using ClickMagick Campaigns, this doesn’t affect you at all and you can stop reading right now.
Safari’s Intelligent Tracking Prevention and Firefox’s Enhanced Tracking Protection WILL cause third-party cookies to be blocked, and prevent accurate conversion tracking when using Tracking Links and Tracking Pixels – but only when a specific privacy setting is enabled in the end-user’s browser.
The good news is that, at least as of November 2020, this setting is only enabled by default on a new install of either the Safari or Firefox browser e.g. when someone buys a new device or installs one of these browsers for the first time. It is NOT enabled when a user simply updates their existing browser.
Due to the above, this only affects a very small percentage of overall users and it does not affect your important stats or conversion rates in any meaningful way. In fact, as of November 2020, we are seeing system-wide conversion rates for both Safari and Firefox tracking right in line with Chrome and Edge.
To be even more specific, for example, the system-wide average Sales Conversion Rate for all ClickMagick users when it comes to end-users using Safari is literally identical to that of Chrome out to two decimal places. There is statistically no difference whatsoever. And the situation with Firefox is similar.
So in reality this really isn’t a big deal, and it’s nothing you should worry about or waste any time on. The simple fact is that if 1 or 2 out of every 100 conversions isn’t tracked properly, it’s just not going to affect anything.
We will continue to monitor the situation, and we do have a solution ready to go if it becomes a real problem. It will require additional set up on your end, and increase the overall complexity of your tracking a bit, which is why we’re holding off until we see that there’s a real problem that needs to be solved.
We would also like to take this time to remind you that if you have your own website or landing pages, you should really be using ClickMagick Campaigns to track your funnel. Campaigns is our most modern tracking solution, built to stay ahead of this and other browser- and industry changes over the past few years.
Article 679 Last updated: 01/01/2021 7:25:10 AM https://www.clickmagick.com/kb/?article=679