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Intelligent Tracking Prevention (ITP)

Intelligent Tracking Prevention is a feature developed by WebKit, an engine used in Safari and other browsers, that reduces cross-site tracking by further limiting cookies and other website data. It was designed to recognize and prevent domains with tracking capabilities from following users across the web using first-party cookies.

How does it work?

  • Intelligent tracking prevention incorporates a machine-learning model (machine learning classifier) based on statistics collected by the browser to evaluate which domains can track users’ actions across different websites.
  • If the machine learning classifier identifies that a particular first-party cookie can be used for tracking. Then, the cookie will be blocked unless you use the storage access API to ask users if they allow using your cookie.

Read more about ITP and cookies on the Piwik PRO blog:

  • Why Shopify stores need privacy-compliant analytics

    Shopify store owners depend on analytics to track sales, understand customer behavior, and measure marketing performance. However, as privacy regulations like GDPR, CCPA, and the ePrivacy Directive evolve — and as consumers become more aware of how their data is used — traditional analytics platforms pose increasing risks. Tools that rely on third-party cookies and…

  • Piwik PRO vs. Google Analytics for Shopify: A comparison

    If you’re running a Shopify store, your analytics tool should do more than just count visits, it should give you complete, accurate data you can use to grow. While Google Analytics 4 (GA4) remains a popular default, many merchants discover its limitations too late: missing transactions, inconsistent reporting, lack of flexibility, and difficulty activating data…

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