For getting to know your audience, web analytics is a game-changer there’s no avoiding and for good reason. It also provides a glimpse of how users behave, while not being on their phones (which is great for website owners, App developers, and iPhone users.) But there’s another question that comes up, the tracking of Safari users—as in, is this really necessary?
The key lies in appreciating the specific limitations and opportunities of Safari. This article will explore the most practical information about analytic implementation for Safari, such as its native limitations, best tools for the job (third-party), and a complete walkthrough on how to unlock essential Safari user data.
As you read this quick guide to analytic for Safari, you’ll not only understand how to configure analytic for Safari but how the data can be used for optimizing the user’s experience and accomplishing your business goals.
Why Safari Analytics Matters
Safari might not have the class-leading market share that Chrome holds, but it’s a heavyweight on iOS devices. Because over 54% of mobile traffic in the U.S. comes from Safari users – and you have a significant blind spot when it comes to Safari analytic.
These people are typically high-value consumers (or famous or tech-savy), especially given that Apple devices tend to be linked with wealthier, more digitally-adept users. If you are trying to fine-tune your website to attract better traffic, up your conversions or improve your marketing initiatives, excluding Safari can also mean missing one layer after another of useful insights.
Understanding Safari’s Built-In Limitations
User privacy is both what Safari does perfectly and its achilles heel when it comes to analytic. Apple updates Safari’s privacy settings regularly with features like Intelligent Tracking Prevention (ITP), which restricts how cookies can track users across sites.
Key Limitations of Safari’s Analytics
- Restricted Cookies
Safari limits third-party cookie lifetimes, with some cookies expiring in as little as 24 hours. Long-term tracking or retargeting might be hindered as a result.
- Reduced Third-Party Access
Due to stricter privacy controls, Safari limits the use of third-party scripts, making it harder for tools like Google Analytic to gather complete data.
- Gaps in Attribution Data
ITP also impacts attribution tracking, resulting in incomplete information about the user’s conversion path. If someone clicks an ad and completes a purchase later, Safari might not preserve enough data to attribute the sale to the ad.
Understanding these limitations gives you a clear picture of where native Safari analytics might fall short. Fortunately, there are ways to bridge these gaps using third-party tools.
Google Analytics and Safari-Compatible Tools
Despite Safari’s restrictions, third-party analytics tools remain your best bet for gathering meaningful insights. Google Analytics, for example, offers robust solutions designed to overcome some of Safari’s tracking obstacles.
Why Google Analytics?
Google Analytic is the industry gold standard, known for its versatility and adaptability. While Intelligent Tracking Prevention does influence its ability to collect cookies, Google’s updates have enabled developers to use first-party cookies more effectively.
Other Analytics Tools for Safari Users
- Matomo (formerly Piwik): An open-source analytic platform that offers advanced features such as heatmaps while respecting user privacy.
- Adobe Analytics: Designed for enterprise-level use, Adobe Analytic provides a wide range of metrics to track user behavior.
- Heap Analytics: A newer player, focusing on event-based analytics for tracking specific user actions.
By complementing Google Analytics with tools like Matomo or Heap, you can fill in the blanks left by Safari’s privacy-first approach.
Step-by-Step Guide to Implement Analytics in Safari
Now, it’s time to put theory into action. Follow these steps to set up effective analytic for Safari users.
Step 1. Use Google Analytics 4 (GA4)
Apple’s privacy controls make Google’s newer analytics model, GA4, a better bet than Universal Analytics. GA4 relies on first-party cookies, making it more resilient to Safari’s restrictions.
- Log into your Google Analytics account and create a new property in GA4.
- Generate the GA4 measurement ID for your website.
- Use the Global Site Tag or Google Tag Manager to implement the tracking code on your site. These are configured to leverage first-party cookies.
Step 2. Adapt with a Consent Management Platform (CMP)
Safari analytics work best when paired with user consent mechanisms. Employ a CMP (like Cookiebot) to ensure your tracking complies with privacy regulations like GDPR or Apple’s App Tracking Transparency.
- Integrate the CMP tool with your analytics platform.
- Display user-friendly consent banners to gather opt-ins.
Step 3. Configure Analytics for Server-Side Tracking
To avoid some of the pitfalls associated with client-side data collection (like ad blockers or cookie restrictions), use server-side tracking. Many platforms, including Google Analytics, support this functionality.
- Ensure your analytics tool supports server-side implementations.
- Set up a server endpoint to collect and forward user events back to your chosen platform.
Step 4. Test and Monitor Performance
Make use of tools like Google Tag Assistant or Facebook’s Pixel Helper to ensure proper implementation. Check dashboards to ensure data from Safari users is being tracked.
Best Practices for Analyzing Safari Traffic
Collecting data is only half the story. The real value lies in interpreting and acting on it. Here are some best practices to help you analyze Safari user data effectively.
1. Prioritize Mac and iOS Segments
Segment users based on their operating systems. Use Google Analytics to create custom segments for Safari traffic and compare their behavior to users of other browsers like Chrome or Edge.
2. Monitor Short-Term Behavioral Trends
Since Safari restricts long-term cookie tracking, adopt a short-term approach. Frequent reporting will help you map trends before cookies expire.
3. Focus on Conversion Funnels
Use your data to closely analyze how Safari users move through your website’s conversion funnels. Identify any blockers and optimize accordingly.
4. Respect User Privacy
Lastly, ensure transparency in data collection by staying compliant with privacy laws like GDPR or California’s Consumer Privacy Act (CCPA). Explain what data you collect and why; earning user trust will pay dividends over time.
Learn More About Your Safari Audience
Gathering analytics for Safari requires a little extra work—but it’s worth it. By incorporating tools like Google Analytics and observing best practices, you’ll unlock powerful insights into this high-potential audience.
Still unsure where to start? Equip yourself with the right tools and strategies to measure and optimize your website’s performance across ALL browsers.
