Privacy
Tracking prevention
Also called ITP, ETP.
Tracking prevention is a group of browser features that limit cross-site tracking storage and lifespan. Safari, Firefox, and Brave each ship their own version.
How it is measured
Safari uses Intelligent Tracking Prevention, Firefox uses Enhanced Tracking Protection with partitioned cookies, and Brave blocks known trackers by default. Each differs in what it blocks and for how long.
Measure by comparing events across browsers. A gap in tagged conversions that does not appear in order records points to blocking, not demand.
Worked example
A shop logs conversions for 71 percent of Chrome orders and 52 percent of Safari orders in its tag tool. The order system shows both groups converting at the same rate.
The 19-point gap is blocked tags, so the team reports orders from the shop database instead.
How it differs
Tracking prevention is the category. Intelligent Tracking Prevention is Safari's version. The category includes Firefox and Brave; ITP excludes them.
Common errors
Treating one browser as all browsers. Using workarounds that break on update. Ignoring ad blockers. Trusting tag counts without checking orders. Assuming the rules stay fixed.
In practice
Reconcile tag counts with order data monthly. Report by browser. Accept some loss rather than chasing it.
See also
Intelligent Tracking Prevention, Third-party cookie, Ad blocker