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Intelligent Tracking Prevention
Also: ITP; Enhanced Tracking Protection
Safari's tracking countermeasures, introduced in 2017 and tightened repeatedly: blocking third-party cookies outright, capping first-party cookies set by script at seven days (one day when arriving from a tracking link), and stripping link decoration. Firefox's Enhanced Tracking Protection is comparable. ITP is why Safari attribution windows are short and why Conversions API exists.
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Cite this entry:
Agency Echelon. "Intelligent Tracking Prevention." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/intelligent-tracking-prevention/