In early September, Apple rolled out an update in Safari that removes Click IDs from platforms such as Google and Meta. For many marketers, this sounds alarming: without Click IDs, how do you measure conversions or optimize campaigns effectively?
Let’s put things into perspective.
What you need to know
- Gradual rollout – The change started on September 1, but it hasn’t reached all devices yet. No need for major panic.
- Workarounds exist – Click IDs are being blocked in the standard way, but there are simple methods to keep them available in ad platforms. Your data is still usable.
- Alternatives on the horizon – Google and others are already developing new solutions. This cat-and-mouse game has been ongoing since GDPR came into force in 2018.
- Limited scope – Safari’s market share is around 18–19% according to Statcounter. Relevant, but not dominant.
What you can do
- Replace Autotagging with manual UTMs in Google Analytics. This was already a smart idea, since Click IDs had been disappearing in private browsers. Use macros to avoid errors.
- Improve your tracking setups in ad platforms, e.g. with Enhanced Conversions or server-side tracking through CAPI.
- Share Click IDs in alternative ways, either via Client-Side or Server-Side tracking.
Draft Digital’s perspective
At Draft Digital, we don’t believe in relying solely on ad platforms’ attribution. We often see duplicate conversions in reporting and notice that GA4 or backend data provide an incomplete picture.
That’s why we’ve built independent attribution models, using regression analysis and data-driven approaches. This enables our clients to:
- Understand the true value of each channel
- Allocate budgets more intelligently
- Stay resilient and flexible when Big Tech shifts the rules
Of course, feeding ad platforms with data remains essential for algorithm performance. That’s why we advocate for a hybrid approach: independent measurement for reliable insights, combined with smart data feedback to optimize campaigns.
This leads not only to better results, but also to more privacy-conscious marketing.
Conclusion
Apple’s update is significant, but it’s no reason to panic. With the right preparations and independent attribution, marketers can remain in control.
At Draft Digital, we focus on clarity, responsibility, and sustainable strategies. That’s how we grow together with our clients, no matter how the digital landscape shifts.
No panic. Just perspective. 😉
