How does iOS 17 impact marketing analytics?
With the introduction of iOS 17, there will be a modification in how URLs with tracking templates are displayed. Specifically, iOS 17 will remove the
click_id (gclid, fbclid …) parameter from the URL. For instance, a URL that looks like:
htmlhttps://site.com/?utm_source=google&utm_medium=cpc&utm_campaign=1467008&gclid=nvwieu5tryt5q9rut9wruqt33
will be altered to:
htmlhttps://site.com/?utm_source=google&utm_medium=cpc&utm_campaign=1467008
What implications does this have for analytics?
The
gclid (Google Click ID) is a unique parameter that facilitates Google's ability to associate specific conversions with particular ad clicks. The removal of this ID means that there will no longer be a direct connection between a specific user's action and the click on an ad.When the
gclid was included in the URL, analytics platforms enabled marketers to view primary KPIs such as conversions, revenue, and ROAS with a high level of detail. This granularity allowed insights to be broken down by specific parameters like the version of the creative, keyword, city, and even the precise date and time of user interactions. Post the iOS 17 rollout, the data will be presented at a more aggregated level, potentially limiting the depth of insights.Seeking a Solution?
For those looking to maintain as much reporting precision as possible after the iOS 17 update, we have a comprehensive guide on implementing
utm_id. This approach allows for legally maximizing the granularity of your reporting.Why do I see sessions with non-google source/medium dimensions under the Google Ads ad platform dimension?
SegmentStream auto-associates sessions with Google Ads when they include click parameters like gclid, wbraid, or gbraid.
This occurrence can arise in cases where:
- Other advertising platforms purchase Google Ads traffic, for example, affiliate marketing network like AWIN
- There's human error, leading to the inclusion of Google-specific click ID parameters in ad links of other platforms.
Do your reports show assisted conversions or the view-through conversions from each of the platforms?
Our reports do not display assisted or view-through conversions from individual platforms. Instead, we offer a unique attribution model that highlights the incremental impact of each marketing channel. This model considers user behavior on your website and brings together data about user engagement with your brand on platforms like Facebook, Youtube, and others.