UTMs, Facebook click IDs, and Google click IDs are going to be stripped from IOS17 links - both iPhone and Mac
Tracking and reporting solutions relying on link identification text are going to be impacted
Approaches on tracking and attribution post IOS 17 are given below
With our deep partnerships with Google and Facebook, we heard about Apple's work on removing link IDs and UTMS (they call it "link decoration") back in Spring 2022.
It took all 13 years of our experience in tracking & attribution - but Wicked Reports users will still have accurate marketing attribution and optimization

The Scoop on IOS 17 and Link Tracking:

Apple has announced IOS 17, and it's causing some marketing world drama. https://www.apple.com/newsroom/2023/06/apple-announces-powerful-new-privacy-and-security-features/

In particular, this paragraph has thrown us digital marketers into an uproar:

Link Tracking Protection in Messages, Mail, and Safari Private Browsing
Some websites add extra information to their URLs in order to track users across other websites. Now this information will be removed from the links users share in Messages and Mail, and the links will still work as expected. This information will also be removed from links in Safari Private Browsing.

This means users can select a setting that will strip all UTMs, variables, and click IDs from Facebook, Google, TikTok, Microsoft, et al.

With Google Analytics 4 being pushed onto everyone, it's divine timing that Apple drops a bomb on GA4's potential data accuracy.

On the surface, you hear it's for private browsing mode, and relax - that's similar to incognito mode in Chrome, which people generally only use to snoop around or visit certain late night sites...right?

But then I was shared this video from Travis Ketchum, and this might be a bigger deal than I thought. The video goes right to the time stamp that has the Link Tracking Protection settings - and it sure seems easy to turn this on for ALL browsing.

As of mid-2025, the initial industry worry about Link Tracking Protection being widely adopted for all browsing by default has somewhat stabilized. While LTP remains a significant challenge, particularly for the stripping of platform click IDs (fbclid, gclid, etc.) in Safari Private Browsing, Mail, and Messages, most users have not opted to enable the "All Browsing" setting. However, the sheer volume of traffic using Mail and Messages means the impact on cross-site attribution remains high. Crucially, the latest tests still confirm that standard UTM parameters (utm_source, utm_medium, etc.) are generally not stripped, making them a vital component for first-touch and last-touch attribution gaps when combined with a sophisticated platform like Wicked Reports.

Topics: Email Marketing Automatic Link Builder Facebook conversions UTM value UTM UTM values Attribution Health WBRAIDS GCLID

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6 Tips for Improving Email Performance & Real Marketing ROI

By Scott Desgrosseilliers on Mar 16, 2017 1:03:24 PM

You have your segmented list and a good offer. You write compelling content. Then you get ready to send out an email that you hope will generate business.

Topics: Email Marketing Wicked Reports Email ROI email performance ROI Tracking marketing ROI optimization

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What Time Should You Send Your Emails?

Do you always send your emails at the default time?

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Fix Your Funnel: High Ad Leads vs. Poor Email ROI | Wicked Reports

By Scott Desgrosseilliers on Feb 10, 2017 3:42:26 PM

You're generating a bunch of great leads for your client.

Topics: Email Marketing email Why Email Marketing Benchmarks Matter Key Email Marketing Benchmarks: What to Track email optimization email marketing attribution

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Email Open Rates vs. ROI: Stop Obsessing Already

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Last week we talked about why online marketers need to prioritize return on investment over cost per click. Today we’re discussing the relative importance of open rates.

Topics: Email Marketing Email ROI marketing attribution ROI Email Open Rates track ROI Automated ROI reporting

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