Link Tracking Protection is a privacy feature Apple built into Safari. It removes known tracking parameters from links before the destination page loads. It mainly affects ad platform click IDs such as gclid (Google), fbclid (Meta) and msclkid (Microsoft).
When does Link Tracking Protection apply?
Apple introduced the feature with Safari 17 and iOS 17. Since then it applies by default in three situations:
- in Safari Private Browsing
- for links opened in the Mail app
- for links opened from Messages
With Safari 26, Apple turned on Advanced Fingerprinting Protection for all browsing. Link Tracking Protection itself is still not on by default in normal browsing. Several tests after the release show click IDs arriving as usual in normal mode, so headlines claiming Safari 26 deletes the gclid everywhere are not accurate.
For Safari 27, vendors analysing the WebKit code report that the list of stripped parameters grows, for example by twclid (X). Apple has not confirmed this officially, so treat such claims as preliminary.
Why does it matter for advertisers?
Click IDs connect an ad click to a later conversion. Without the gclid or fbclid, the platform can match the conversion to the right ad less reliably or not at all. This is a form of signal loss that shows up especially with iPhone-heavy audiences and email campaigns.
Keep in mind that Link Tracking Protection is a deliberate protection for users. The goal should not be to trick it but to make your tracking more resilient.
What helps against the signal loss?
- Clean UTM parameters: they are currently not removed and at least show you source and campaign.
- Store click IDs early: when a click ID does arrive, store it as first-party data on the first page view so it is still available at a later conversion.
- Send hashed contact data: with Enhanced Conversions or the Conversions API, platforms can match conversions through a hashed email address when no click ID is present. This requires valid consent.