Apple recently announced iOS 17 and rolled out a new feature: Link Tracking Protection (LTP). This carries forward what Apple started with iOS 14, aiming to take user privacy to the next level. This is good news for consumers, but if you're in email marketing, it could impact your ability to track user interaction with your campaigns.

Let’s take a closer look at what Link Tracking Protection is and how it might impact the way advertisers and marketers like you engage with consumers.

What is Link Tracking Protection (LTP)?

Link Tracking Protection is a feature designed to enhance user privacy by altering query strings within a link, effectively stripping away tracking parameters, such as UTMs. Although the link still directs the visitor/subscriber to the intended landing page, this "cleaning" process hinders marketers and brands from tracking user activity once they click through emails or SMS messages and landing on their websites.

What does it mean for marketers?

If you rely on these metrics, like open rates, clicks, and location for your campaigns, Apple’s recent Link Tracking Protection could throw a wrench in your strategy. Accurate data helps you optimize your email content and target it better. This feature scrubs away identifiable parameters from URLs, particularly when a user is using private browsing in Safari or engaging with Apple's Mail or Messages apps. This makes collecting data on user interaction far more challenging, which could impact how you fine-tune and personalize your marketing strategies.

The bigger picture: Privacy trends beyond Apple

Apple's LTP isn't an isolated move.  It's part of a broader trend toward enhancing user privacy across the tech landscape. Google, for instance, announced earlier this month, that starting February 1, 2024, senders who send more than 5,000 messages per day to Gmail accounts must meet specific requirements or get blocked. The company has been planning to phase out third-party cookies in Chrome since 2020, with current timelines starting early 2024. These changes signify a seismic shift in how user data will be collected and made available for marketing purposes.

Good news for Acoustic customers:

If you're using Acoustic's technology, there's nothing to worry about. Our internal tests show that all the tracked links and tags are unaffected by Apple's Link Tracking Protection.

Here's why:

1. Link Integrity: Our platform maintains link integrity behind the scenes. Apple has no UTMs to remove when presented with an email coming from Acoustic.

2. No Issues with Dynamic Link Leaders (DLL) or Redirect: The redirect process works as usual. Tracking is consistent, and there are no disruptions.

3. UTMs: Web tracking via URL works as usual according to our internal tests. Even with non-tracked links, the UTM parameters still come through without any issues.

Conclusion

Apple's new Link Tracking Protection in iOS 17 may seem like a big deal. But if you're using Acoustic, you can breathe easy. Our technology platform ensures that your tracking links will work just as they always have. The UTM parameters continue to render in the background, ensuring uninterrupted web tracking functionality. You can continue to gather important metrics and optimize your email marketing campaigns without any obstacles.