iOS 26 is here, and it’s again a shake-up for marketers, analysts, and attribution.
Apple is doubling down on privacy in Safari and Mail. The result? Tracking is about to break in a lot more places.
Here’s what’s changing:
Safari now blocks fingerprinting by default
– No more using device/browser data like screen size, cores, or canvas rendering for identity.
Tracking parameters get stripped
– UTM, gclid, fbclid, and similar tags are removed from links clicked in:
• Safari (especially Private mode)
• Apple Mail
• Messages
That means less accurate attribution across:
– Google Ads & Analytics
– Meta Ads
– Email marketing platforms
– Cross-channel funnel reports
Apple Mail alone accounts for ~30% of email opens, so this hits email marketers hard.
