Why your marketing data is broken (and it's all Apple's fault)
Original: How Apple's Intelligent Tracking Protection is Changing Marketing Analytics
Andrew Seipp
May 29, 2025
13 min read
Article
Intermediate
Summary
This article explores how Apple's Intelligent Tracking Protection (ITP) and other privacy regulations like GDPR and CCPA impact data collection and tracking for marketing analytics. It covers best practices for ensuring data compliance, obtaining user consent, and adapting tracking methods to a more privacy-focused environment.
Who This Is For
Marketing Analysts
Performance Marketers
Technical Marketers
Key Takeaways
- Understand how Apple's ITP reduces cookie lifespans to 1-7 days, breaking cross-device tracking for Facebook and Google ads
- Learn why returning visitors now appear as new users in analytics tools when they visit after 7 days
- Discover how iOS 17 blocks subdomain CNAME tracking workarounds that tools like Marketo and Google Tag Manager used
- Recognize the impact on attribution modeling where first-touch and last-touch data becomes unreliable
Tools & Technologies
Apple Safari Facebook Pixel Google Analytics Google Tag Manager Marketo Pardot Segment CNAME DNS records
Topics Covered
privacy consent compliance gdpr-ccpa data-protection
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