Remember iOS 15 and how it broke digital cookie tracking? UTM’s became the answer for many companies and now Apple is shutting that down. iOS makes up 57% of all operating systems here in the USA, which can really impact your business. I compiled a list of 10 Q&As to help you better understand the problem.
- What is UTM tracking?
UTM tracking is a way to track the effectiveness of your marketing campaigns by adding parameters to your links. These parameters can tell you where your traffic is coming from, what keywords they are using, and what actions they are taking on your website.
- How does iOS 17 break UTM tracking?
iOS 17 has a new feature called Link Tracking Protection, which automatically removes tracking parameters from links that are clicked on in Mail, Messages, and Safari in Private Browsing mode. This means that marketers who are using UTM tracking to track their iOS 17 traffic will no longer be able to see accurate data.
- What are the implications of iOS 17 breaking UTM tracking for marketers?
The implications of iOS 17 breaking UTM tracking for marketers are significant. Marketers will no longer be able to track the effectiveness of their marketing campaigns accurately, which could lead to wasted marketing spend. Additionally, marketers will need to find new ways to track their iOS 17 traffic, which could be time-consuming and expensive.
- What can marketers do to mitigate the impact of iOS 17 breaking UTM tracking?
There are a few things that marketers can do to mitigate the impact of iOS 17 breaking UTM tracking. One option is to use Private Click Measurement (PCM), which is a new Apple feature that allows marketers to track ad campaign conversion metrics without revealing individual user activity. Another option is to use a different tracking method, such as Google Analytics or Adobe Analytics.
- What is Private Click Measurement (PCM)?
Private Click Measurement (PCM) is a new Apple feature that allows marketers to track ad campaign conversion metrics without revealing individual user activity. PCM works by sending a unique identifier to Apple’s servers when a user clicks on an ad. Apple then uses this identifier to track the user’s conversion activity but does not reveal any personal information about the user. For an in-depth look you can review this video apple put out.
- What are the benefits of using PCM?
The benefits of using PCM include:
- Increased privacy for users
- More accurate tracking of ad campaign conversion metrics
- Reduced costs for marketers
- What are the drawbacks of using PCM?
The drawbacks of using PCM include:
- It is a new feature, so there is limited data on its effectiveness.
- It is not available in all countries.
- It requires some technical expertise to set up.
- What are the alternatives to UTM tracking?
There are a few alternatives to UTM tracking, including:
- Google Analytics: Google Analytics is a popular analytics platform that can be used to track website traffic and conversions.
- Adobe Analytics: Adobe Analytics is another popular analytics platform that can be used to track website traffic and conversions.
- Facebook Pixel: Facebook Pixel is a tracking code that can be added to your website to track conversions from Facebook ads.
- LinkedIn Insight Tag: LinkedIn Insight Tag is a tracking code that can be added to your website to track conversions from LinkedIn ads.
However, I should mention at the beginning of my article that iOS 15 has made the above pixels harder to track. A big hope lies in AI being able to make up for the gap Apple has created for marketers.
- What should marketers do if they are concerned about the impact of iOS 17 breaking UTM tracking?
Marketers who are concerned about the impact of iOS 17 breaking UTM tracking should start planning now. They should consider using one of the alternatives to UTM tracking, or they should start using PCM. They should also stay up-to-date on the latest privacy features that are being implemented by Apple.
They can also work with professionals in the field that will be doing their best to give you the clarity you need as a business owner to make educated decisions to grow your business.
- What is the future of UTM tracking?
The future of UTM tracking is uncertain. It is possible that Apple will continue to add new privacy features that make it more difficult for marketers to track user activity. If this happens, marketers may need to find new ways to track the effectiveness of their marketing campaigns.