{"id":13907,"date":"2025-09-30T10:09:27","date_gmt":"2025-09-30T08:09:27","guid":{"rendered":"https:\/\/www.optimalways.com\/2025\/09\/safari-will-block-your-click-advertising-identifiers-gclid-fbclid-what-are-the-alternatives\/"},"modified":"2026-01-26T08:34:40","modified_gmt":"2026-01-26T07:34:40","slug":"safari-will-block-your-click-advertising-identifiers-gclid-fbclid-what-are-the-alternatives","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/en\/2025\/09\/safari-will-block-your-click-advertising-identifiers-gclid-fbclid-what-are-the-alternatives\/","title":{"rendered":"Safari will block your click advertising identifiers: what are the alternatives?"},"content":{"rendered":"<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">What if your ad attribution lost a significant part of its visibility? With its new update (iOS 26 \/ Safari),   <\/span><strong><span class=\"font-[700]\">Apple will automatically remove ad click identifiers<\/span><\/strong><span class=\"\"> such as gclid or fbclid from URLs, which are used to measure and optimize campaign performance in the Google Ads and Meta platforms.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Apple&#8217;s stated aim is to strengthen user privacy. But for marketers and analysts, this is a real turning point that will revolutionize the way we track and attribute campaigns. <\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\u26a0\ufe0f Concrete impacts<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">In practice, the consequences are manifold:<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">The <\/span><strong><span class=\"font-[700]\">loss of precise attribution<\/span><\/strong><span class=\"\"> will make it much more difficult to link a conversion to a campaign, keyword or acquisition channel.<\/span><\/li>\n<li><span class=\"\">The <\/span><strong><span class=\"font-[700]\">automatic bidding algorithms<\/span><\/strong><span class=\"\"><strong> <\/strong>(such as Google Ads&#8217; Smart Bidding) will have less reliable data at their disposal, reducing their effectiveness and driving up acquisition costs.<\/span><\/li>\n<li><span class=\"\">The <\/span><strong><span class=\"font-[700]\">remarketing<\/span><\/strong><span class=\"\"> will be weakened, as audiences generated from click behavior may be less complete for Safari users.<\/span><\/li>\n<li><span class=\"\">A growing <\/span><strong><span class=\"font-[700]\">a growing mismatch between data from advertising platforms and that from analytics tools<\/span><\/strong><span class=\"\">. Google Ads or Meta will continue to report optimized performance on the platform side, while your in-house tools will show very different results.<\/span><\/li>\n<\/ul>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\ud83d\udee0\ufe0f How can we adapt?<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Fortunately, there are several ways to limit the impact of this change:<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ol>\n<li><strong><span class=\"font-[700]\">Set up server-side tracking (sGTM, Conversions API, Enhanced Conversions, etc.)<\/span><\/strong><span class=\"\"><strong> <\/strong>to bypass browser limitations and transmit conversions directly from the server.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Use backup settings<\/span><\/strong><span class=\"\"> like the <\/span><span class=\"italic\">Final URL Suffix<\/span><span class=\"\">  in Google Ads, which saves an alternative identifier if the gclid is deleted. This information can then be fed back into your tracking tools. <\/span><\/li>\n<li><strong><span class=\"font-[700]\">Adapt the nomenclature of cookies and variables<\/span><\/strong><span class=\"\"> so that they are not immediately identified by Safari as tracking elements.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Reinforce the quality of your UTMs and tagging governance<\/span><\/strong><span class=\"\">Even if this doesn&#8217;t result in perfect individual attribution, it at least guarantees reliable analyses at the aggregate level.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Monitor and test as soon as the Safari update is rolled out<\/span><\/strong><span class=\"\">update, comparing Safari traffic with that of other browsers and adjusting your configurations as you go along.<\/span><\/li>\n<\/ol>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<h2 data-test-id=\"pulse-publishing-h1\"><span class=\"\">\ud83d\udca1In conclusion<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">With this decision, Apple is accelerating the end of the click ID era. This forces us to rethink our attribution practices and invest more in server-side solutions and more robust tracking methods. <\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">It&#8217;s crucial not to wait until production starts before taking action: advertisers and marketing teams who anticipate these changes will have a definite competitive advantage.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><em><span class=\"italic\">The Optimal Ways team is ready to help you meet these challenges. We&#8217;ve been working with retail and e-commerce players for several years, with recognized experience in implementing campaign tracking optimization solutions, including server-side. <\/span><\/em><\/p>\n<p><strong><a href=\"https:\/\/www.optimalways.com\/en\/schedule-a-discovery-call\/\">Schedule a discovery call<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What if your ad attribution lost a significant part of its visibility? With its new update (iOS 26 \/ Safari), Apple will automatically remove ad click identifiers such as gclid or fbclid from URLs, which are used to measure and optimize campaign performance in the Google Ads and Meta platforms. Apple&#8217;s stated aim is to [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[49,41],"tags":[],"class_list":["post-13907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Safari and the impact on digital advertising<\/title>\n<meta name=\"description\" content=\"Safari&#039;s new update dramatically changes the visibility of ad clicks. Discover the implications for your campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.optimalways.com\/en\/2025\/09\/safari-will-block-your-click-advertising-identifiers-gclid-fbclid-what-are-the-alternatives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Safari will block your click advertising identifiers: what are the alternatives?\" \/>\n<meta property=\"og:description\" content=\"Safari&#039;s new update dramatically changes the visibility of ad clicks. 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