ITP 2.1 (Intelligent Tracking Prevention) is here - JEBCommerce

Apple's ITP 2.1 is here. Are you ready?

Posted April 18, 2019 in , , ,
Last updated: October 13th, 2020

Apple ITP 2.1 (Intelligent Tracking Prevention) beta rolled on March 26th and is currently live this month. With consumer privacy continually in mind, Apple’s latest update will remove first party cookies after seven days. In this post we will discuss the changes and how this may impact your affiliate program. Before I go on, here is a link to a video where I explained Apple ITP 2.0.

The consensus on Apple ITP 2.1 is that it will have a minimal impact since the majority of Safari sales occur within 7 days, however below are a couple ways this update may potentially impact your site.

Compliance with ITP 2.1

Unique visits – first-party cookies used to track a website visitor’s on-site behavior can only be stored for seven days. As a result, you may begin to notice a spike in unique visits to your site, but this data could be heavily skewed by this update.

Decrease in affiliate transactions – while the impact is not expected to be as large as it was for ITP 2.0, since the majority of Safari sales occur within seven days, this is something to watch out for.

Loss of affiliate commissions – make sure your affiliate program is set up to track in line with the changes to ITP 2.1 to prevent a loss in affiliate commissions, which could also lead to publishers leaving your network. As a result this update may not be as high of a priority on your dev’s teams list of projects, however it should be solved for as soon as possible.


As the industry continues to evolve and consumer privacy stays top of mind, it is crucial to make sure your affiliate program is staying on pace with the industry trends.

Below I will lay out a couple of proposed solutions from a few networks leading the way in terms of proactively providing solutions to this update.

Pepperjam’s recommended solutions include instructions for the container tag OR Ecommerce platform extensions currently available on Salesforce Commerce Cloud, Magento, and Shopify.  Find out more about Pepperjam’s solutions.

Awin’s full tracking solution will not only prevent loss of transactions from ITP, but it will also help future-proof affiliate programs from browser-based tracking methods down the road.

As more updates from other networks become available, we will be updating this post.

If you are not sure whether or not your affiliate program is ITP 2.1 compliant, reach out to us, we would be happy to help.

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  1. Pingback: Affiliate Marketing Industry News Roundup 4-23-2019

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About the author

  • Stephen Robinson

    Director of Affiliate Marketing

Stephen was one of JEBCommerce’s first employees! He was one of our first account managers when JEB launched, and he now leads the entire affiliate department and strategy. In fact, over ten years ago, he built many of the original award-winning processes that our affiliate management team still uses to this very day. Since helping to launch JEBCommerce, Stephen has managed affiliate programs across multiple OPM agencies and worked driving ecommerce sale strategies within the private sector. Stephen returned to JEB in the Spring of 2018 and since then has championed the agency to win the, 2019 Pinnacle Award, OPM Marketing Agency of the Year! Stephen brings over 13+ years of account management, leadership and speaking experience in the affiliate space. He has managed both mid-sized and enterprise accounts including Audible,, RedRoof Inn, PRWeb, Eastern Mountain Sports, Distinctive Apparel Brands, Palm and Hilton Hotels. Stephen has contributed to Feedfront magazine, as well as recently speaking at ASW2020. In his spare time, Stephen enjoys spending time with his wife and three beautiful daughters on the lake when he’s not training for triathlons. Up next - Ironman Coeur d’Alene, 2021! Certifications: CJ Ambassador, Impact Radius Certified, Rakuten Marketing Certified Agency Manager