Tracking News & Updates for April 2025

Safari 18.4 Adds Support for CHIPS, Improving Third-Party Cookie Management

4 hours ago

Safari 18.4 introduces CHIPS (Cookies Having Independent Partitioned State) to enhance web privacy and functionality. CHIPS allows developers to use third-party cookies with a Partitioned; flag, limiting access to specific site relationships. Safari blocks third-party cookies by default but allows partitioned cookies unless flagged by Intelligent Tracking Prevention. This update balances privacy with development needs, aligning Safari with Chrome and Edge.

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Meta CAPI Bug Causes Event Deduplication Issues for Advertisers

16 days ago

Tracking Meta Ads

Meta advertisers using Conversions API (CAPI) are facing a deduplication bug that counts events like 'Purchase' and 'AddToCart' twice. This started around March 16, 2025, due to missing event_id values, leading to inflated metrics and attribution issues. Advertisers can check for this in Meta Events Manager and are advised to either wait for a fix or temporarily disable server-side tracking to avoid duplicate counts.

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LinkedIn Launches Conversions API to Enhance B2B Marketing Campaign Measurement

1 months ago

Tracking Linkedin Ads +1 more

LinkedIn launched its Conversions API to assist B2B marketers in demonstrating campaign effectiveness and ROI, addressing challenges in measuring long-term impact amid longer buying cycles. Many marketers must justify spending to executives monthly, with a shift towards valuing MQLs and SQLs over traditional metrics. The API connects first-party data for better targeting, resulting in improved conversions and reduced costs.

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Meta Launches Signals Gateway for Server-Side Data Pipeline Integration

1 months ago

Tracking Meta Ads

Meta introduced the Signals Gateway, enabling businesses to build data pipelines and send first-party data without dedicated developer resources. It streamlines event management, cutting integration time from weeks to hours and reducing costs. The Gateway supports multiple domains and requires a public cloud provider account for setup. It includes a user interface for configuring pipelines, monitoring event activity, and receiving notifications.

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Safari Technology Preview 212 Introduces Partitioned Cookie Storage Support

2 months ago

Tracking Attribution

Safari's Technology Preview introduces support for the Partitioned flag in cookies, enhancing privacy. This feature is opt-in, meaning cookies are not automatically partitioned. Third-party cookies are blocked by default, but those with the Partitioned flag are exempt. Different browsers handle cookie partitioning differently. The partitioned storage uses a double-keying system based on the site that set the cookie and the site the user visits, limiting access to specific domain combinations.

Meta Introduces CRM Event Testing Tool for Conversions API

2 months ago

Tracking Meta Ads

Meta has launched a testing tool for its Conversions API, enabling advertisers to verify CRM event tracking. The setup requires connecting the CRM to Meta, selecting a page, and creating a test event labeled 'lead'. Users can generate a test lead and obtain a Lead ID for their CRM. An automated verification mechanism displays the event once setup is complete, enhancing the reliability of conversion tracking for CRM-based lead generation campaigns.

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Google Tag UI Enhances Platform with Integrated Consent Management Features

3 months ago

Tracking Google Tag Manager +1 more

Google has enhanced its platform with integrated Consent Management Platform (CMP) setup capabilities in the Google Tag UI, streamlining consent management across Google services without manual code changes. The integration supports four CMP partners: consentmanager, Cookiebot, iubenda, and Usercentrics. It functions within Google Ads, Google Analytics, Campaign Manager 360, and Google Tag Manager, providing guidance for a simplified setup process.

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Justice Department Pushes Google to Spin Off Chrome Browser

4 months ago

Tracking Compliance Monitoring +2 more

The Department of Justice is reportedly pushing Google to spin off its Chrome browser business and recommending antitrust requirements related to AI and Android. This follows a historic multiyear case where the Justice Department proved Google's web search monopoly in the U.S. A federal judge ruled Google broke antitrust laws in online search and search text ads markets. The Justice Department argues Chrome is a key access point for Google Search, controlling 61% of the U.S. browser market.

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Google Tag Manager Launches Server-Side Tagging Support for Mobile Apps

5 months ago

Tracking Google Tag Manager

Google has expanded Tag Manager with server-side tagging support for Android and iOS apps, enhancing data management for mobile app analytics and marketing. Key features include cross-platform support, integration with GA4 data flows, data staging, redaction, augmentation, and flexible distribution. Implementation requires Firebase SDK, a GTM account, and a configured server. Benefits include expanded ecosystem, multi-platform distribution, and more control.

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