{"id":13348,"date":"2025-09-30T10:09:27","date_gmt":"2025-09-30T08:09:27","guid":{"rendered":"https:\/\/www.optimalways.com\/?p=13348"},"modified":"2025-12-10T16:59:18","modified_gmt":"2025-12-10T15:59:18","slug":"safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/","title":{"rendered":"Safari va bloquer vos identifiants publicitaires de clics (gclid, fbclid&#8230;) : quelles alternatives ?"},"content":{"rendered":"<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Et si votre attribution publicitaire perdait une partie importante de sa visibilit\u00e9 ? Avec sa nouvelle mise \u00e0 jour (iOS 26 \/ Safari),\u00a0<\/span><strong><span class=\"font-[700]\">Apple va supprimer automatiquement les identifiants de clics publicitaires<\/span><\/strong><span class=\"\">\u00a0comme gclid ou fbclid des URLs, qui permettent de mesurer et d&rsquo;optimiser la performance des campagnes dans les plateformes Google Ads et Meta.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">L\u2019objectif affich\u00e9 par Apple est de renforcer la protection de la vie priv\u00e9e des utilisateurs. Mais pour les marketers et les analystes, il s\u2019agit d\u2019un v\u00e9ritable tournant qui va bouleverser nos m\u00e9thodes de suivi et d\u2019attribution des campagnes.<\/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 Les impacts concrets<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">En pratique, les cons\u00e9quences sont multiples :<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<ul>\n<li><span class=\"\">La\u00a0<\/span><strong><span class=\"font-[700]\">perte d\u2019attribution pr\u00e9cise<\/span><\/strong><span class=\"\">\u00a0rendra beaucoup plus difficile le fait de relier une conversion \u00e0 une campagne, un mot-cl\u00e9 ou un canal d\u2019acquisition.<\/span><\/li>\n<li><span class=\"\">Les\u00a0<\/span><strong><span class=\"font-[700]\">algorithmes d\u2019ench\u00e8res automatiques<\/span><\/strong><span class=\"\"><strong>\u00a0<\/strong>(comme le Smart Bidding de Google Ads) disposeront de moins de donn\u00e9es fiables, ce qui risque de r\u00e9duire leur efficacit\u00e9 et d\u2019entra\u00eener une hausse des co\u00fbts d\u2019acquisition.<\/span><\/li>\n<li><span class=\"\">Le\u00a0<\/span><strong><span class=\"font-[700]\">remarketing<\/span><\/strong><span class=\"\">\u00a0sera affaibli, car les audiences g\u00e9n\u00e9r\u00e9es \u00e0 partir du comportement de clic risquent d\u2019\u00eatre moins compl\u00e8tes pour les utilisateurs Safari.<\/span><\/li>\n<li><span class=\"\">On observera un\u00a0<\/span><strong><span class=\"font-[700]\">d\u00e9calage croissant entre les donn\u00e9es des plateformes publicitaires et celles des outils analytics<\/span><\/strong><span class=\"\">. Google Ads ou Meta continueront \u00e0 rapporter des performances optimis\u00e9es c\u00f4t\u00e9 plateforme, alors que vos outils internes montreront des r\u00e9sultats bien diff\u00e9rents.<\/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 Quelles solutions pour s\u2019adapter ?<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Heureusement, plusieurs pistes existent pour limiter l\u2019impact de ce changement :<\/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]\">Mettre en place le server-side tracking (sGTM, Conversions API, Enhanced Conversions, etc.)<\/span><\/strong><span class=\"\"><strong>\u00a0<\/strong>afin de contourner les limites impos\u00e9es par le navigateur et de transmettre les conversions directement depuis le serveur.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Utiliser des param\u00e8tres de secours<\/span><\/strong><span class=\"\">\u00a0comme le\u00a0<\/span><span class=\"italic\">Final URL Suffix<\/span><span class=\"\">\u00a0dans Google Ads, qui permet de sauvegarder un identifiant alternatif en cas de suppression du gclid. Ces informations peuvent ensuite \u00eatre r\u00e9inject\u00e9es dans vos outils de tracking.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Adapter la nomenclature des cookies et variables<\/span><\/strong><span class=\"\">\u00a0afin qu\u2019ils ne soient pas imm\u00e9diatement identifi\u00e9s par Safari comme des \u00e9l\u00e9ments de tracking.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Renforcer la qualit\u00e9 de vos UTMs et de votre gouvernance de tagging<\/span><\/strong><span class=\"\">, car m\u00eame si cela ne permet pas d\u2019obtenir une attribution individuelle parfaite, cela garantit au moins des analyses fiables au niveau agr\u00e9g\u00e9.<\/span><\/li>\n<li><strong><span class=\"font-[700]\">Surveiller et tester d\u00e8s le d\u00e9ploiement de la mise \u00e0 jour Safari<\/span><\/strong><span class=\"\">, en comparant le trafic issu de Safari avec celui d\u2019autres navigateurs et en ajustant vos configurations au fur et \u00e0 mesure.<\/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\udca1En conclusion<\/span><\/h2>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Avec cette d\u00e9cision, Apple acc\u00e9l\u00e8re la fin de l\u2019\u00e8re des identifiants de clics. Cela nous oblige \u00e0 repenser nos pratiques d\u2019attribution et \u00e0 investir davantage dans des solutions server-side et des m\u00e9thodes de suivi plus robustes.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><span class=\"\">Il est crucial de ne pas attendre la mise en production pour agir : les annonceurs et les \u00e9quipes marketing qui anticiperont ces changements auront un avantage comp\u00e9titif certain.<\/span><\/p>\n<\/div>\n<div class=\"article-main__content\" data-test-id=\"publishing-text-block\">\n<p><em><span class=\"italic\">L\u2019\u00e9quipe d\u2019Optimal Ways est pr\u00eate \u00e0 vous accompagner sur ces enjeux. Nous travaillons depuis plusieurs ann\u00e9es aux c\u00f4t\u00e9s d\u2019acteurs du retail et de l\u2019e-commerce, avec une exp\u00e9rience reconnue dans la mise en place de solutions d\u2019optimisation du tracking des campagnes, avec notamment le server-side.<\/span><\/em><\/p>\n<p><strong><a href=\"https:\/\/www.optimalways.com\/fr\/planifier-un-appel-decouverte\/\">Planifier un appel d\u00e9couverte<\/a><\/strong><\/p>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Et si votre attribution publicitaire perdait une partie importante de sa visibilit\u00e9 ? Avec sa nouvelle mise \u00e0 jour (iOS 26 \/ Safari),\u00a0Apple va supprimer automatiquement les identifiants de clics publicitaires\u00a0comme gclid ou fbclid des URLs, qui permettent de mesurer et d&rsquo;optimiser la performance des campagnes dans les plateformes Google Ads et Meta. L\u2019objectif affich\u00e9 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[7,48],"tags":[],"class_list":["post-13348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-tribunes"],"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 et l&#039;impact sur la publicit\u00e9 num\u00e9rique<\/title>\n<meta name=\"description\" content=\"La nouvelle mise \u00e0 jour de Safari bouleverse la visibilit\u00e9 des clics publicitaires. 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D\u00e9couvrez les implications pour vos campagnes.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimal Ways, l&#039;agence de digital analytics et d&#039;optimisation pour l&#039;ecommerce (Paris, Lille)\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-30T08:09:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-10T15:59:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/09\/Safari-identifiants-publicitaires.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Catherine Tranchant\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Catherine Tranchant\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/\"},\"author\":{\"name\":\"Catherine Tranchant\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/#\/schema\/person\/84807a8e444f91847f8776282332bd28\"},\"headline\":\"Safari va bloquer vos identifiants publicitaires de clics (gclid, fbclid&#8230;) : quelles alternatives ?\",\"datePublished\":\"2025-09-30T08:09:27+00:00\",\"dateModified\":\"2025-12-10T15:59:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/\"},\"wordCount\":565,\"publisher\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/09\/Safari-identifiants-publicitaires.png\",\"articleSection\":[\"Actualit\u00e9s\",\"Tribunes\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/\",\"url\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/\",\"name\":\"Safari et l'impact sur la publicit\u00e9 num\u00e9rique\",\"isPartOf\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.optimalways.com\/fr\/2025\/09\/safari-va-bloquer-vos-identifiants-publicitaires-de-clics-quelles-alternatives\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.optimalways.com\/wp-content\/uploads\/2025\/09\/Safari-identifiants-publicitaires.png\",\"datePublished\":\"2025-09-30T08:09:27+00:00\",\"dateModified\":\"2025-12-10T15:59:18+00:00\",\"description\":\"La nouvelle mise \u00e0 jour de Safari bouleverse la visibilit\u00e9 des clics publicitaires. 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