Link Tracking Protection in iOS 17: A game-changer for digital advertising

When you accept cookies, for example Facebook’s Pixel, a JavaScript code on the website, is activated and you get a specific ID (for example 12*****). This information is sent back to the Facebook platform along with additional data collected by the Pixel from your browser. This may include information such as your IP address, your browser type and screen dimensions. This collected data is used to create a profile of your online behavior at webshop.dk, which Facebook can then use. This process is repeated every time you visit a website or perform an important activity on the webshop, so-called “events”/conversions. Usually you have previously given permission for cookies. The data is essential for creating targeted target groups (“Site Custom Audiences”), evaluating the effectiveness of advertisements and tailoring campaigns to users who have an active interest in a specific market or product, such as shoes. The essence of Link Tracking Protection is that the Safari browser automatically removes the “fbclid” parameter, which makes it more challenging for Facebook to track user behavior, since we lose information about the user (for example, IP address, browser type and screen dimensions). This has a negative impact on the effectiveness of online marketing and is likely to cause a decrease in ROAS (Return on Ad Spend).