iOS 17 Enhanced Private Browsing and Mapp

What's Happening?

Apple has announced that the forthcoming iOS 17, expected to launch in Autumn 2023, will feature an improved private browsing experience. This enhancement will integrate a new anti-tracking system, known as Link Tracking Protection, to prevent users from being tracked via hyperlinks. More details about this feature can be found on this page provided by Apple.

Link Tracking Protection will be enabled by default in Apple’s native Mail app, Messages, and Safari's Private Browsing mode.

How does it work?

Specific tracking parameters in URLs that could be used to identify users will be automatically identified and eliminated.

It's important to note that not all link parameters are filtered out, only those commonly used for cross-domain user tracking (e.g. "gclid").

Link without Link Tracking Protection enabled

http://www.demoshop.com?wt_mc=newsletter.846&gclid=ZmDagOPP2MopAFGZ

Link with Link Tracking Protection enabled

http://www.demoshop.com?wt_mc=newsletter.846

How will this affect Mapp users?

At this time, we do not anticipate any impact on Mapp products.

Mapp Intelligence

• The default URL parameters used by Mapp Intelligence for campaign tracking ("mc" or "wt_mc") aren't currently affected.

• If you use custom URL parameters for campaign tracking, make sure that they aren't affected. There is no official overview of which parameters are filtered out. Initial tests show that the following parameters are among those affected:

  • fbclid

  • twclid

  • gclid

Mapp Engage

• Standard email click tracking is not affected because we use redirects, not URL parameters.

• Any other URL parameters that might be used in Mapp Engage are currently not affected.

iOS 17 is currently in beta phase, and features may change. We at Mapp are carefully monitoring the situation and will share any news on this page.