Safari is blocking Google Analytics, GTM, and Google Ads scripts: reasons and solutions
The concern about data accessibility is growing. Formerly, advertisers could rely on a wide variety of data sources. This is no longer the case due to evolving privacy regulations, the depreciation of 3rd-party and 1st-party cookies, and proactive consumer behaviors like using ad-blockers and selecting opt-out options. The change is making old data sources less useful. Advertisers and marketers who use browser tracking and cookies started to have a more challenging time.
And now comes the Safari update, which can significantly impact Google Analytics data and marketing campaigns. In this article, we will describe the recent changes in Safari tracking restrictions and show how server-side tagging with Stape and our Custom Loader power-up can help you overcome them.
What’s new in Apple privacy features
Below is the short list of Apple privacy and security features announced for the update:
- Safari removes click IDs from the URLs when using Incognito mode and Advanced protection. Intelligent Tracking Prevention (ITP) impacts tracking scripts by blocking third-party cookies and cross-site tracking, particularly affecting Google Analytics.
- Safari blocks Google Tag Manager, analytics, and advertising scripts in Incognito and Advanced protection modes.
- Link tracking protection in messages and mail.
- App privacy improvements.
Link Tracking Protection
This new feature is designed to remove user-specific tracking details from URLs. Many websites append additional URL parameters to monitor user activity.
With this update, any links shared via Messages and Mail will have this tracking data removed, yet the links will function as usual. This protection also applies to links accessed in Safari’s Private Browsing mode.
By default, using Incognito mode removes any identifiers that can be traced back to the user when they click a link. However, parts of the link that can’t identify the user remain unchanged. This update significantly impacts Safari users, as Safari's Intelligent Tracking Prevention (ITP) limits tracking capabilities, especially for users accessing sites through iframes.
Impact on Google Tag Manager
Each tag management system is treated differently in the newest Safari update, primarily when users utilize Safari’s Private Browsing mode and opt for Advanced Protection.
The most significant restrictions were implemented for Google Tag Manager, while other tagging systems like Tealium work perfectly fine in all Safari modes.
In the latest Safari update, Google Tag Manager is blocked by default when someone uses Safari Incognito mode or enabled Safari Advanced protection. This means any code or tag you’ve set up with GTM won’t work, impacting analytics, user experience, advertising, and other key website features. So yes, Safari IS blocking Google Tag Manager in its update. Google Analytics users also face challenges due to the new restrictions, especially with the transition from Universal Analytics 4 to Google Analytics 4 and the removal of third-party cookies.
Impact on Google Analytics
- Does Safari block Google Analytics?
Google Analytics has the same impact as Google Tag Manager. Google Analytics script is blocked when a person uses Safari Incognito mode and is blocked by default when Advanced Tracking protection is enabled. There is no difference if you place the GA script directly on the website or use any tag management system. So, the answer is yes, the update IS blocking Google Analytics in Safari.
Impact on Google Ads
Google Ads and Floodlight scripts are blocked in Safari Incognito mode and when a user enables Advanced Tracking protection. The same restriction also applies to Facebook scripts. At the same time, TikTok and Bing ad tags are not blocked in the exact scenarios.
What is the solution?
It is simple - start using server-side tracking. With the server Google Tag Manager located on a custom domain, GTM script won’t be blocked in Safari Incognito mode or when Advanced Tracking protection is enabled. If you set up server-side Google Analytics and Google Ads Tag Manager server side with the help of sGTM that utilizes a custom domain, GA and GAds scripts won’t get blocked either.
| Instead of the standard GTM container loader, use a Custom Loader to avoid GTM load locks. |
The main benefit of a Custom Loader is that it helps to make the tracking script invisible for most of the script and ad-blocking tools and techniques.
A Custom Loader is free for all Stape users and can be set up quickly:
1. Log in to your Stape account and select your sGTM container from the dashboard.
2. Go to Power-ups and click Use next to the Custom Loader panel.
3. Toggle the Custom Loader switch to enable it and click Save changes.
4. In the Code & Setup information section, configure the following settings:
- Domain - select one of the domains linked to your container.
- Web GTM ID - enter your web Google Tag Manager ID.
- Enhanced ad blocker protection - when enabled, all requests to your sGTM server are encrypted so ad blockers can’t block them based on request patterns. Learn more about the enhanced ad blocker protection.
- Same Origin Path - if you use the same-origin approach, enter the path here so both GTM and gtag.js load through it.
- Platform - here you can either:
- Select your CMS platform (such as Shopify, WordPress, etc.). In this case, you’ll be required to install and configure a Stape app.
- Select Other to receive a JS snippet in case you’re using another platform or a custom website.
Setup for a listed platform
Select your platform and click Generate. You’ll get configuration and app installation instructions in the Configuration panel for your selected platform. Follow the app installation guide.
Note:
Setup for other platforms
1. Select Other. You can also configure Advanced settings:
- Data Layer variable name - specify only if you use a non-standard
dataLayer. - Generate with Cookie Keeper - includes Cookie Keeper logic in the generated code. This checkbox appears and is automatically enabled when you have the Cookie Keeper power-up.
- User identifier type - appears together with Generate with Cookie Keeper. Choose how to identify users - cookie is the recommended option. When selected, enter the name of the first-party cookie to use as the identifier. For more information, read how to choose user identifier type in Cookie Keeper.
2. Click Generate and add the provided code to your website.
Note:
Testing
To verify the setup is working:
- Open any page on your website.
- Right-click → Inspect → open the Network tab.
- Filter requests by your custom subdomain or same-origin path.
- Look for the GTM request URL - it should return a 200 OK status code.
Note:
With a Custom Loader and custom domain, you can establish 1st party cookies, extend the lifespan of these cookies, and enhance the resilience of the Google Tag Manager and Google Analytics scripts against ad-blocking software and algorithms.
Using Custom Loader with GTM Environments
GTM Environments let you load a specific version of your container (e.g., staging or development) instead of the published version. If you use environments, you need to manually add the environment parameters to your Custom Loader code.
1. Get your environment parameters.
- In web GTM, go to Admin → Environments.
- Find your environment and click Actions → Get Snippet.
- Copy the three parameters from the snippet URL: gtm_auth, gtm_preview, and gtm_cookies_win.
2. Add the environment parameters to the head snippet.
In the generated Custom Loader head code, locate the E.src line.
Append the parameters to the query string:
E.src=f+"/"+i+".js?"+c+v+">m_auth=XXXX>m_preview=env-N>m_cookies_win=x"Be sure to replace gtm_auth, gtm_preview, and gtm_cookies_win in the example with your own respective parameters. Also, it is highly recommended to add new parameters at the end of the URL string to avoid breaking anything (i.e., do NOT add them in the middle like E.src=f+"/"+i+".js?"+c+new parameters+v).
3. Add the environment parameters to the body snippet.
Do the same for the body snippet:
Append the same parameters to the iframe URL in the body snippet (replace the gtm_auth, gtm_preview, and gtm_cookies_win in the example with your own respective parameters):
<noscript><iframe src="https://your-subdomain.stape.work/ns.html?id=GTM-XXXXXX>m_auth=XXXX>m_preview=env-N>m_cookies_win=x" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>| Environment parameters are tied to a specific environment. If you regenerate your Custom Loader snippet (e.g. after changing settings), you'll need to re-add the environment parameters manually, since they are not saved by Custom Loader. |
When using server GTM to establish Facebook Conversion API, it's essential to transmit fbp and fbc to Facebook's servers. Setting these cookies is impossible if you rely on a third-party subdomain as a tagging server, as only your primary domain can create cookies for your site.
With a custom subdomain, the data sent to Facebook would be unlimited, leading to fewer events being credited to your campaigns. The Click ID and browser ID (fbc and fbp) are crucial for gauging the effectiveness of your Facebook advertising campaigns. By integrating your web GTM ID into the stape.io Custom Loader, you'll notice that gtm.js and gtag.js have been substituted with a random request path. This will help conceal the Google Tag Manager and Google Analytics 4 scripts from ad blockers.
Conclusion
In the newest Safari update, Google Tag Manager, Google Analytics, Google Ads, Floodlight, and Facebook scripts are blocked when someone uses an Incognito Mode or enabled Advanced Tracking protection.
Server Google Tag Manager with a custom domain helps to overcome these restrictions. Using a Custom Loader can even strengthen your tracking accuracy. In particular, it can:
- Set 1st party cookies.
- Make GTM and GA4 resistant to AdBlockers and ITPs.
- Keep your data tracking intact.
If you need help setting up a Custom Loader or would like an audit of your current setup, don’t hesitate to contact us! Even though Safari browser update can block Google Analytics, you can take steps to keep your tracking of Safari users accurate.
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