Executive Summary
Apple’s next Safari release is expected to remove click identifiers such as GCLID (Google Ads), FBCLID (Facebook), MSCLKID (Microsoft Ads), and TWCLKID (Twitter) from URLs. While Apple has not officially confirmed that this will apply to standard browsing by default, we believe it is prudent to prepare for this scenario (today it only affects Private Mode).
If this becomes the default, conversions from Safari users may go unattributed, causing reporting gaps and weaker campaign optimization. As our client, you are already covered with a server-side GTM setup. We will proactively handle the necessary adjustments with a backup parameter strategy so your tracking continues to deliver accurate and reliable data aligned with your business needs.
What Is Changing
- Click identifiers may be stripped from Safari URLs.
- Currently, only Private Mode is affected, but Apple’s September update may extend this to all sessions.
- Attribution for Google Ads, Facebook, Microsoft Ads, and Twitter would be directly impacted.
Business Impact
- Lost conversions – Conversions from Safari users may not be attributed correctly.
- Inaccurate ROI – Campaign performance data may underrepresent Safari users.
- Smaller audiences – Reduced interaction tracking lowers remarketing and custom audience sizes.
Our Recommendation
All of our clients already use server-side GTM, so the focus now is on making the necessary adjustments to handle this parameter issue. At this stage, a reliable solution exists only for GCLID, and we will address this directly as described below. With the Conversion Linker in place, the GCLID will be preserved and cookies set correctly, even if Safari removes it from URLs. For other platforms, we will provide updates once stable solutions become available.
We will:
- Audit your current setup.
- Implement a fallback GCLID parameter (for example: zyx={gclid}) in coordination with your internal teams or the agency managing your Google Ads account.
- Use a server-side configuration that ensures your backup parameter is treated as the native GCLID.
- Monitor Safari’s rollout and adjust if Apple changes direction.
Technical Approach (Simplified)
- Add a backup parameter in Google Ads – Example: zyx={gclid} in the Final URL suffix.
- Use a Query Replacer in sGTM – Replace “zyx” with gclid so the Conversion Linker sets the correct cookie.
- Apply a Transformation in sGTM – Ensure the page_location parameter always includes a usable GCLID.
- Test across scenarios – Validate in Safari standard browsing and Private Mode.
We’ve tested and plan to work with the Query Replacer template provided by Stape, which simplifies the backup parameter setup in sGTM.
Why This Matters
Even though Apple has not officially confirmed the change for standard browsing, preparing now ensures your campaigns remain resilient. If the update is released as expected, organizations that have not adjusted their setups risk losing a large share of Safari conversions.
Apple has already introduced Link Tracking Protection and Advanced Tracking and Fingerprinting Protection features, which automatically remove tracking parameters like gclid and fbclid in Private Browsing and when links are shared through Mail or Messages. These protections are part of iOS 17 and macOS Sonoma and can also be enabled in regular browsing (Apple newsroom, Apple Safari privacy). While not yet confirmed as the default for all Safari sessions, these steps show Apple’s direction, making it essential to stay ahead with adjustments in your tracking setup.
Next Steps
We will begin rolling out these adjustments for clients. No action is required from your side at this stage. We will continue to track Apple’s announcements and refine our approach if new details emerge.
As always, we will make sure your measurement infrastructure stays accurate and reliable.