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Mitigating the Impact of Intelligent Tracking Prevention (ITP) Updates on Adobe Analytics

Intelligent Tracking Prevention and Adobe Analytics

January 24, 2025

With the introduction of Intelligent Tracking Prevention (ITP) updates, Apple has made significant changes to how cookies are handled in Safari. These updates impact client-side cookies and pose challenges to digital marketers and analysts who rely on persistent cookies for tracking and personalization. This blog explores the key changes introduced by ITP 2.1 and ITP 2.2 and provides actionable steps to mitigate their effects using Adobe Analytics.

Understanding ITP Updates

ITP 2.1

  • Released: February 21, 2019

  • Key Change: Capped client-side cookies (placed using the document.cookie API) to a seven-day expiration.

  • Impact: Reduced cookie persistence affects cross-session tracking and visitor identification.

ITP 2.2

  • Released: April 24, 2019

  • Key Change: Further reduced the seven-day expiration cap to just one day.

  • Impact: A drastic reduction in cookie lifetime increases data loss, making it harder to identify returning visitors and analyze customer journeys.

Steps to Mitigate ITP's Impact on Adobe Analytics

1. Deploy the Experience Cloud ID (ECID) Library

The ECID library provides a framework for consistent visitor identification across Adobe Experience Cloud solutions. By assigning persistent and unique identifiers, it mitigates the impact of shortened cookie expiration caused by ITP.

Key Benefits of ECID:

  • Ensures consistent visitor tracking across sessions and devices.

  • Frequently updated to adapt to ITP changes.

For ITP 2.1 and 2.2 mitigation, use ECID library version 4.3.0 or higher.

2. Use Adobe’s CNAME and Enroll in the Managed Certificate Program

Adobe offers the Managed Certificate Program as a no-cost solution to implement first-party certificates for cookies. By using CNAME and first-party cookies, organizations can bypass many of the restrictions imposed by ITP.

Steps to Leverage CNAME:

  1. Install the ECID library version 4.3.0 or higher.

  2. Contact your Adobe account representative to enroll in the program.

  3. Implement the first-party certificate provided by Adobe.

Benefits of Using CNAME:

  • Reduces the reliance on third-party cookies.

  • Improves the persistence of cookies despite ITP restrictions.

  • Enhances visitor tracking accuracy.

Conclusion

The evolution of Intelligent Tracking Prevention (ITP) emphasizes the importance of adapting tracking strategies to ensure accurate data collection. By deploying the ECID library and leveraging Adobe’s CNAME solution, organizations can effectively mitigate the impact of ITP updates and maintain robust visitor tracking and analysis capabilities.

Stay proactive and ensure your Adobe Analytics implementation is prepared for future browser privacy changes. For more details, consult the resources linked above or contact your Adobe account representative.

Additional Resources

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