iOS 26 and Tracking Parameters: What Performance Marketers Need to Know

Written by Scott Desgrosseilliers | Oct 7, 2025 2:45:24 PM

The release of iOS 26 has raised alarm bells across the digital marketing community. For performance marketers, agencies, and data analysts, the fear is always the same: "Will my tracking break, and will I lose visibility into what's really driving results?"

⬇ Let’s dive in ⬇

Here’s the good news:

Wicked Reports is not impacted at all by iOS 26.

We’ve completed extensive internal testing, reviewed independent research, and verified that our tracking methodology remains fully intact. While Facebook, Google, and other ad platforms will lose some signal, Wicked Reports customers can continue operating with confidence.

Why iOS 26 Matters

  • Apple’s ongoing privacy initiatives have introduced stricter rules for tracking parameters.
  • Testing shows that advertising platform IDs (such as those used by Google and Meta) are stripped from URLs in Safari, Mail, and Messages.
  • This means platforms like Facebook and Google will receive less accurate attribution data, reducing their ability to optimize campaigns effectively.
  • For marketers relying solely on platform-reported metrics, this could lead to wasted spend and misleading ROAS numbers.
 

Why Wicked Reports Customers Are Safe

 

Extensive Internal Testing

Our engineering team has tested iOS 26 extensively across browsers, devices, and campaign setups. Wicked Reports attribution remains unaffected.

Independent Confirmation

Don’t just take our word for it—independent testing from PrivacyTests.org confirms the same findings.

Future-Proof Tracking

Because Wicked Reports is built on first-party, server-side attribution, we’re not reliant on fragile URL IDs that Apple is targeting.

 

The Bigger Picture: Less Signal for Ad Platforms

 
  • Facebook and Google will receive less reliable click and conversion data directly.
  • Their algorithms—especially Meta Advantage+ and Google’s automated bidding—will struggle to separate new customer acquisition from retargeting.
  • This makes it more critical than ever for advertisers to:
    • • Have a trusted attribution source (like Wicked Reports).
    • • Send accurate conversion signals back into the ad platforms.

That’s where Wicked Reports Advanced Signal comes in. Advanced Signal ensures Meta and Google receive high-quality conversion events that distinguish new vs. repeat customers—a key data gap that iOS 26 makes even more pressing.

 

FAQ: iOS 26 and Wicked Reports

 

Will iOS 26 break my Wicked Reports tracking?

A: No. Our attribution system remains unaffected. Your tracking continues as normal.

Why do Google and Facebook lose signal while Wicked doesn’t?

A: iOS 26 strips platform-specific URL parameters. Wicked Reports doesn’t depend on these fragile identifiers. Instead, we tie conversions to first-party click, lead, and order data.

Does this mean I should stop trusting platform ROAS numbers?

A: Yes—more than ever. Platform ROAS is already biased, and iOS 26 introduces additional gaps. Wicked Reports provides an independent, accurate source of truth.

How do I keep my Meta campaigns effective with less signal?

A: Use Wicked Reports Advanced Signal. It sends Meta precise conversion events for new vs. repeat purchases, allowing Meta’s algorithm to optimize towards profitable new customers.

 
View full post