{"id":1524092,"date":"2023-07-16T08:46:12","date_gmt":"2023-07-16T12:46:12","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1524092"},"modified":"2023-07-18T05:37:31","modified_gmt":"2023-07-18T09:37:31","slug":"apple-mail-to-remove-url-tracking-parameters","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters","title":{"rendered":"Apple Mail to Remove URL Tracking Parameters"},"content":{"rendered":"<p>Apple recently announced new privacy and security measures that will impact digital marketing. &#8220;Link Tracking Protection in Messages, Mail, and Safari Private Browsing&#8221; could preview soon, but a full release in iOS 17 will likely occur in September with the launch of the iPhone 15.<\/p>\n<p>On its website, Apple <a href=\"https:\/\/www.apple.com\/newsroom\/2023\/06\/apple-announces-powerful-new-privacy-and-security-features\/\">described<\/a> Link Tracking Protection:<\/p>\n<p style=\"padding-left: 30px;\"><em>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.<\/em><\/p>\n<p>Let&#8217;s break this down.<\/p>\n<p><strong>Tracking parameters<\/strong> are unique alphanumeric characters at the end of a URL. Analytics software can then read those parameters to know more about users who clicked on that link, such as where they clicked from (the source), the campaign they responded to, and their behavior.<\/p>\n<p>Urchin Tracking Modules \u2014 UTMs \u2014 are standard tracking parameters. Google Analytics supports them by default. Common UTM parameters are:<\/p>\n<ul>\n<li>Source (<em>utm_source<\/em>) identifies the source of the traffic.<\/li>\n<li>Medium (<em>utm_medium<\/em>) identifies the type of traffic, such as email, search, or ads.<\/li>\n<li>Campaign (<em>utm_campaign<\/em>) identifies the specific marketing campaign.<\/li>\n<li>Content (<em>utm_content<\/em>) is helpful in A\/B testing.<\/li>\n<\/ul>\n<p>Here&#8217;s a URL with a UTM parameter before Link Tracking Protection:<\/p>\n<p style=\"padding-left: 30px;\"><em>https:\/\/www.practicalecommerce.com\/more_info?<span style=\"color: #ff0000;\">utm_source=cvemail&amp;utm_medium=cvemail_prospect&amp;utm_campaign=cv_campaign1<\/span><\/em><\/p>\n<p>And here it is after Link Tracking Protection:<\/p>\n<p style=\"padding-left: 30px;\"><em>https:\/\/www.practicalecommerce.com\/more_info<\/em><\/p>\n<p>The links will continue to function, but Apple will remove the tracking parameters.<\/p>\n<h3>Impact on Consumers<\/h3>\n<p><strong>Protection from link tracking. <\/strong>Apple will automatically remove tracking info from URLs when users <a href=\"https:\/\/www.practicalecommerce.com\/5-ways-apples-email-privacy-impacts-marketing\">share links<\/a> over Mail and Messages or use Safari&#8217;s Private Browsing mode. Apple explains it in this video.<\/p>\n<p><a href=\"https:\/\/developer.apple.com\/videos\/play\/wwdc2023\/10053\/?time=1421\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1524419 size-large\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-570x313.jpg\" alt=\"\" width=\"570\" height=\"313\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-570x313.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-300x165.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-768x422.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-150x82.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video-500x275.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple_link-tracking-video.jpg 816w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p><strong>Improved privacy. <\/strong>In the latest Safari 17, Apple has added <a href=\"https:\/\/www.practicalecommerce.com\/brave-launches-google-search-competitor\">privacy features<\/a> to Private Browsing mode. These include:<\/p>\n<ul>\n<li>Blocking known trackers and fingerprinting techniques,<\/li>\n<li>Mitigating trackers that map subdomains to third-party IP addresses,<\/li>\n<li>Blocking known tracking query parameters in links,<\/li>\n<li>Introducing &#8220;noise&#8221; to API &#8220;fingerprints&#8221; and<\/li>\n<li>Providing console log messages when blocking requests.<\/li>\n<\/ul>\n<h3>Impact on Marketers<\/h3>\n<p>Marketers are rightly concerned about the impact of Link Privacy Protection on email campaigns and digital tracking.<\/p>\n<p>A few industry colleagues have tested the impact on the internal tracking methods of email service providers, which sometimes rely on parameters.<\/p>\n<p>For example, LPP breaks Marketo&#8217;s &#8220;view a webpage&#8221; functionality as it contains a <em>mkt_tok <\/em>parameter. Likewise, Eloqua applies tracking scripts to the destination of properties. LPP would break that, too.<\/p>\n<p>Apple apparently has a <em>QUERY_PARAM.wplist<\/em> file that contains a list of URL parameters to be removed. PrivacyTests.org provided the file to some industry practitioners.<\/p>\n<p>Steve Atkins is co-founder of Words to the Wise, an email consultancy. His tests <a href=\"https:\/\/wordtothewise.com\/2023\/06\/ios17-filtering-click-tracking-links\/\">confirm the removal<\/a> of many parameters.<\/p>\n<h3>Privacy vs. Performance<\/h3>\n<p>Apple&#8217;s new privacy and security measures, including Link Tracking Protection, will impact digital marketing. The changes are commendable from a user privacy standpoint, but marketers must adjust. Start with understanding how email service providers <a href=\"https:\/\/www.practicalecommerce.com\/attributing-sales-to-email-marketing-is-not-always-easy\">track clicks<\/a>. Some ESPs, to be sure, do not rely on parameters. Regardless, balancing user privacy and marketing performance is paramount now and moving forward.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple&#8217;s iOS 17 will remove URL tracking parameters from Mail, Messages, and Safari&#8217;s Private Browsing.<\/p>\n","protected":false},"author":2437,"featured_media":1524427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58298],"tags":[],"class_list":["post-1524092","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Apple Mail to Remove URL Tracking Parameters - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Apple&#039;s iOS 17 will remove URL tracking parameters from Mail, Messages, and Safari&#039;s Private Browsing.\" \/>\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.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apple Mail to Remove URL Tracking Parameters\" \/>\n<meta property=\"og:description\" content=\"Apple&#039;s iOS 17 will remove URL tracking parameters from Mail, Messages, and Safari&#039;s Private Browsing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-16T12:46:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-18T09:37:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple-Mail-to-Remove-URL-Tracking-Parameters.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Carlos Vega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Carlos Vega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\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\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters\"},\"author\":{\"name\":\"Carlos Vega\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/111599d3077a993cc4ae610cb3bf1e75\"},\"headline\":\"Apple Mail to Remove URL Tracking Parameters\",\"datePublished\":\"2023-07-16T12:46:12+00:00\",\"dateModified\":\"2023-07-18T09:37:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters\"},\"wordCount\":542,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/apple-mail-to-remove-url-tracking-parameters#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2023\/07\/Apple-Mail-to-Remove-URL-Tracking-Parameters.jpg\",\"articleSection\":[\"Email &amp; 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The site has published over 7,000 articles and serves millions of readers worldwide.\",\"foundingDate\":\"2005-07-01\",\"duns\":\"09-076-7155\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"},\"publishingPrinciples\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\",\"ownershipFundingInfo\":\"https:\/\/www.practicalecommerce.com\/about-us\",\"actionableFeedbackPolicy\":\"https:\/\/www.practicalecommerce.com\/contact\",\"ethicsPolicy\":\"https:\/\/www.practicalecommerce.com\/editorial-policy\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/111599d3077a993cc4ae610cb3bf1e75\",\"name\":\"Carlos Vega\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/7b74abf94b9872c9844ff77294128ed5?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/7b74abf94b9872c9844ff77294128ed5?s=96&d=identicon&r=g\",\"caption\":\"Carlos Vega\"},\"description\":\"Carlos Vega is the Director of Email Strategy at Acxiom, a provider of consulting, data, and technology solutions, where he helps brands succeed by translating complex marketing technology initiatives into relatable and doable tasks. 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