Can Safari users be tracked by third-party cookies?
No – by default, Safari blocks all third-party cookies in the browser. However, first-party cookies can be utilized to get around this limitation, allowing you to continue tracking Safari users moving forward.
What solutions does Audience Studio support in order to track users on Safari browsers?
Audience Studio offers two options to track users on Safari browsers:
- First-party cookies, set and managed by the customer.
- First-party cookies, set and managed by Audience Studio
Which option do you recommend?
If possible, we recommend using server-side techniques to set first-party cookies on the customers side because the cookie will be active for 6+ months. We can then configure the Audience Studio Control Tag to read these cookies and track Safari activity.
Due to Apple’s ITP 2.2 changes, if you use an Audience Studio managed first-party cookie set by the Control Tag instead, they will expire after 1 day. If a user does not revisit a site within 1 day to keep their cookie refreshed, the cookie will expire and they will get a new identifier the next time they visit your site. This will impact our ability to track users.
Do both approaches lose users when cookies are cleared?
Yes, both approaches will lose users when cookies are cleared in the browser.
How time-consuming is it to enable either solution?
Customer managed first-party cookies require development work on the customer side to create a first-party cookie per the recommendations listed here. When this work is finished, support can configure your control tag to collect the first party cookie ID in approximately 2 business days.
Audience Studio managed first-party cookies are a little different because all of the work is completed by Salesforce, but it shouldn’t take support more than 2 business days to set up.
You can read more in our Safari 1st Party Cookies article.
What’s the difference in how the KUID is created between the two approaches?
If you’re configured to use Audience Studio managed first-party cookies, the KUID is both set and collected by the control tag.
If you’re using customer managed first-party cookies instead, the main difference is that the KUID (aka First-party cookie ID) is first set server-side in the browser and then collected by the control tag.
Can you use Google PPID as a first-party ID for Safari?
Yes, but the customer must first work with Google to enable PPID for their Google account. The customer needs to provide Salesforce with the Google cloud storage location for uploading the user lists.
Additional information is available on Google’s support pages.
How do first-party cookies handle opt-outs?
If the customer is utilizing a first-party cookie and has multiple domains, a dedicated opt-out method must be configured and maintained for each site.
Does Audience Studio support fingerprinting on Safari?
No - Fingerprinting was deprecated in May 2019 and no longer supported in favor of our first-party cookie solution.
Can I target audiences across Safari using DFP?
Yes - DFP can target audiences across Safari but only if the segment IDs are sent to DFP using the key-value method. Please note that the S2S method will not work on Safari. More information on sending key-values to DFP can be found here.
Can you build segments from Safari users?
Yes, for analysis and/or DFP key-value targeting.
Can you user-match with third-party data providers when utilizing a first-party cookie?
No – Unfortunately, we’re unable to usermatch with third party data providers in Safari because the browser is blocking their third-party cookie by default.
On the Segment Summary screen, which category under the ‘People & Addressable IDs’ section includes Safari cookie ID’s?
Web – 1st Party - But please note that this category may also include Firefox first-party cookies as well.