(NOTE: This post will be updated as new information and solutions are available from Optimizely, Google, VWO, Convert and others).
Update: June 4, 2019
On May 13th, Safari released ITP 2.2 with its newest browser updates. This update further inhibits cross-site traffic by limiting client-side cookies set with document.cookie at 1 day when those cookies are determined to be set via Link Decoration.
What is Link Decoration?
Link Decoration is when cookies are set from a domain classified with cross-site tracking capabilities (think Google, Facebook, ad networks) and that domain is responsible for navigating the user to the current page. When navigated the referrer domain (where the user came from) sets query strings (data after the
? in a URL) and/or fragment identifiers (data after
# in a URL). Upon landing on the navigated to URL, the previous site uses the data in the decorated link to set a cookie using document.cookie which allows them to track users from site to site.
ITP 2.2 will reduce the ability for third parties to track users cross-site when those users take more than 24 hours to follow an action. An example: A user coming from a social network clicks through to an online shop. If the shop uses services from the social network that sent them to the page, then that network can most likely set a cookie with information in the URL to pair the user with an ID in their database. If the user saves an item to cart, but then comes back to buy that item after 24 hours, then the social network cookie will have expired and the attribution of that user’s action cannot be paired with their social ID.
Update from Convert:
Sorry for the delay on this one. Convert was one of the first companies we reached out to when we first heard the rumors of ITP 2.1’s release. Convert updated how they are handling ITP 2.1 and is future proofing against 2.2 by using cookies set on the server side way back on April 17th. “Since the new cookie duration restrictions apply only to browser-created cookies, we’re moving the cookie issuance part to [the client’s] web server, which means [the client’s] server will create the cookies and not the users’ browsers.” They have a great article detailing their approach here and code snippets for many backend development languages here.
Update from Optimizely:
Optimizely suggests using either in-product mitigation or external mitigation. In-product mitigation would consist of ignoring users that visit an experience in a browser that does not support their cookie setting technique or excluding them entirely from all experiments. If an experiment is targeted at mobile this is a non-starter for us. External mitigation requires the user to “manage the cookie creation process at another point in [their] stack.” They do not give clear detail on how to accomplish this but do ask that any client wanting to do so should contact their support team. You can find this article here.
Note: The California Consumer Privacy Act (CCPA) will take effect in January of 2020, so less than a year away. We have been calling it California’s version of GDPR and it will limit how user data is being consumed and stored. CCPA will require companies to allow users the ability to delete and download any personal data being collected, as well as offering the option to opt-out of data collection entirely and upfront.
Update: April 1, 2019
As of March 25th, iOS 12.2 and Safari 12.1, on macOS High Sierra and Mojave, are now live.
Considering the impact ITP 2.1 will have on analytics and the continuity of experiences in testing, we are anticipating announcements from each testing platform soon. Adobe has released the first statement in which it outlines a solution using HTTP cookies set by a shared web-service. if we assume this to be the trend, and it seems to be in discussion within analytics circles, we can expect the solution to go like this:
- A company looking test will need to set up a CNAME record that is a subdomain. As a subdomain it exists technically as same-site, reference as eTLD+1. (eg. tracking.yourdomain.com)
- When this CNAME record is called by yourdomain.com it will redirect to a subdomain such as “tracking-fix.analytics.google.com”, which responds with a HTTP cookie (eg. _ga). Because the HTTP cookie is handed back to the subdomain, which is considered same-site, coming from a url on the same domain, it will not be deleted in 7 days.
This puts the majority of the work on the web service, and only a little bit more on each client looking to perform testing.
In a discussion on Twitter between Simo Ahava and John Wilander, Simo, speaking about using CNAME’s to set first-party HTTP cookies for analytics asked, “Do you think this is future-proofed (as much as anything can be)?”
John Wilander answered: “The only ‘future proofing’ to be had is to stop cross-site tracking. If trackers are allowed to repurpose scripts in the first-party context to facilitate cross-site tracking, we have no choice but to prevent it.”
First: What is happening?
In the upcoming release of Safari, cookies will only last 7 days. This includes iOS. Firefox to follow.
Second: Why should you care?
This will break test integrity. A user who comes back after a week will not necessarily see the same experience. Unless the test is concluded within 7 days, it would be difficult to have a consistent experience, or any reliable user-level metrics. Personalization? BAH.
But let’s not freak out, it is currently a small audience that we are able to exclude from testing, and there are already some potential solutions. There has yet to be an official response from Optimizely, Convert, VWO, or even Google about how they are planning on handling this. Hopefully, they will have a solution on their end. In the meantime let’s talk about what’s happening and what we can do.
(Update #1 Tuesday March 26th @4:55pm): There has been an update from Adobe (read here). Although they only mention their testing platform briefly (Adobe Target), they do identify their proposed solution for user level identification… CNAME! We have also been in direct contact with one of our testing partner technologies who mentioned they were headed in this direction as well. We will be going further into the benefits of this solution soon!
With the introduction of iOS 12.2 and Safari 12.1, expected to roll out at the end of March, both browsers will be capping all client-side cookies to 7 days. This particular feature is called Intelligent Tracking Prevention (ITP) 2.1 (source). Firefox has began testing a similar behavior in a near future release (source).
The motivation behind this is user privacy, and they have been moving this way for some time. Last year, Safari limited third party site cookies from persisting in an effort to limit the tracking of users across sites. This in turn caused analytics tools, advertisers, and anyone looking to leverage a users journey, to start using first party cookies to track them. Currently third party services are able to set first party cookies to track users, and ITP 2.1 is Safari’s response.
Client-side cookies are where these tools store user-level identifiers. They are what make a user a User. Allowing you to say “Most users visit 3-5 times in six months before converting.” Most have expiration dates well beyond 7 days. For example Google Analytics uses a 2 year cookie (source) and Optimizely uses (by default) a 6 month cookie (source). This is to ensure that a user’s information is always continuous.
Who will this this effect?
Safari is the second most used browser in the world. This is because of mobile, which is increasing in market share. Firefox is the third (source). But how many will update, and how fast? This is something to be monitored, and will certainly be a growing audience.
What are the potential solutions?
For now, it may be simple enough to just ignore this audience. This can be done in analysis. It is expected to be small audience to start, and we will be monitoring them closely. Ultimately, we still don’t want those users to see a bad experience. Once a test is launched, we will confirm the User Agent and release details on the specific audience. We will also update this post with trends.
Other long-term, more wholistic potential solutions are updating user-level identifiers via “localStorage” or setting the cookie from the server-side such as use of an HTTP cookie.
With no news yet from the major A/B testing platforms, rather than investing the upfront costs of working around this change, simply excluding the audience may be best for the time being. (However, we are investigating both options mentioned above currently and will post details as we identify them.)