June 29, 2023

Link Tracking in IOS 17: A Storm Brewing for Lead Generation

Discover how link tracking in IOS 17 is shaking up the lead generation industry and what marketers can do to weather the storm. 🌩️🔗

Link Tracking in IOS 17: A Storm Brewing for Lead Generation

Introduction to iOS 17 Link Tracking Protection

Link Tracking In IOS 17 - Removing UTM Paramters
Apple Is Killing Link Tracking UTM Parameters in IOS 17

What is Link Tracking Protection in IOS 17

Let's start with the basics, shall we? Imagine you're a detective, and you're trying to solve a case. Link tracking in IOS 17 is like the breadcrumbs that lead you to the culprit. In the digital world, it's a way for marketers to understand where their traffic is coming from. They can see which campaigns are successful and which need more love. It's like having a GPS for your marketing efforts!

The Advent of iOS 17

Let’s talk about the new kid on the block - iOS 17. Apple has always been a trailblazer, but with iOS 17, they’ve stirred the pot in a big way. Picture iOS 17 as a caped crusader fighting for user privacy. Sounds great for users, right? But here’s the twist - for marketers, especially in the lead generation industry, this update might just be the arch-nemesis.

Why, you ask? Because iOS 17 is flexing its muscles with link tracking protection, and this is where things get dicey for marketers. Here's the deal: marketers have been using UTM tracking parameters like a treasure map. These parameters are attached to links and act like beacons, guiding marketers to the source of their leads. They tell marketers which digital ad a lead clicked on, and this information is gold.

But iOS 17 is like a storm that washes away the treasure map. It essentially erases UTM tracking parameters from link clicks on Apple devices. Imagine being a pirate and losing your map to the treasure chest; that’s how marketers are feeling right now.

This has massive implications. Firstly, it’s like trying to hit a bullseye with a blindfold on; marketers can’t accurately pinpoint which ad is bringing in leads. This makes optimizing campaigns feel like shooting in the dark.

But wait, there’s more. This also creates compliance issues. In the lead generation industry, knowing the source of your lead is not just crucial for optimization; it’s often a legal requirement. Without this information, marketers are walking a tightrope, and regulatory bodies are watching.

Lastly, attributing sales and leads to specific ads becomes a Herculean task. This information is the lifeblood of ROI calculations. Without it, justifying ad spend and strategizing for future campaigns is like navigating a labyrinth without a compass.

In a nutshell, iOS 17’s link tracking protection is like a double-edged sword - while it champions user privacy, it leaves marketers in the lead generation industry navigating rough seas without a map.

The Impact on the Lead Generation Industry

The Essence of Lead Generation

Before we dive into the chaos, let’s understand what lead generation is all about. Imagine you’re fishing. Lead generation is like casting your net wide to catch as many fish as possible. In business terms, it’s about attracting potential customers to your products or services.

How Link Tracking Aids Lead Generation

Link tracking is like the radar on a fishing boat. It helps you see where the fish are so you can cast your net more effectively. Marketers use link tracking to understand which strategies are bringing in the big fish, aka the leads.

Link Tracking In IOS 17 Protection Features

App Tracking Transparency

Picture this: you’re in a room with a one-way mirror. You can see out, but no one can see in. That’s what App Tracking Transparency (ATT) does. It allows users to decide whether or not apps can track them across other apps and websites.

Mail Privacy Protection

Imagine your emails are like letters. With Mail Privacy Protection, it’s like they’re being delivered in a sealed envelope that no one can peek into. This feature prevents senders from knowing when an email is opened or from collecting information about the user.

The Immediate Effects on Lead Generation

With iOS 17, the radar (link tracking) is going fuzzy. Marketers are finding it harder to see where the fish (leads) are. This is like trying to fish in the dark. The data that was once so readily available is now slipping through their fingers. This is bound to create ripples throughout the lead generation industry.

UTM Parameters and Their Role in Lead Tracking

Think of UTM parameters as the tags on your luggage when you travel. They tell you where the luggage came from and where it's going. In marketing, UTM parameters are little pieces of data added to URLs that tell marketers where the traffic is coming from. It’s like having a detailed map for your journey.

But here’s the catch - with iOS 17’s link tracking protection, this map is getting blurry. This is a big deal, especially for opt-in leads. Opt-in leads are like VIP guests; you need to know exactly where they came from for compliance reasons. Without UTM parameters, it’s like losing the guest list to an exclusive event.

This not only affects lead tracking and attribution but also creates regulatory and litigator risks. Imagine throwing a party without knowing who’s coming – it’s a recipe for chaos!

Ad Attribution Platforms as a Solution

So, is all hope lost? Not quite. Enter ad attribution platforms like Wicked Reports and Triple Whale. Think of them as the modern-day compass and map, helping marketers navigate the storm.

These platforms offer solutions that help in attributing sales and leads to specific marketing efforts, even in light of iOS 17’s tracking protection. It’s like having night vision goggles while fishing in the dark.

The Chaos Unleashed

The Struggle for Marketers

Imagine being a marketer and waking up to find that your trusty radar is gone. Panic sets in. How do you know where to cast your net? The link tracking in IOS 17 update is like a storm that’s hit the lead generation boat hard. Marketers are scrambling to find solid ground as the waves of change crash over them.

The Shift in Consumer Behavior

On the flip side, consumers love this. Who doesn’t like having more control over their privacy? It’s like having a secret hideout where you can escape from the world's prying eyes. But this newfound power for consumers is a double-edged sword for marketers.

The Search for Alternatives

With the old radar system going kaput, marketers are searching for new navigation tools. They’re like explorers looking for a new map. This search for alternatives is causing a frenzy as companies try to adapt to the new landscape.

Adapting to the New Normal

Strategies for Marketers

So, what’s a marketer to do in these stormy seas? It’s time to get creative. Like a captain steering through a storm, marketers need to find new paths. This might mean more focus on content marketing, building stronger customer relationships, or finding new, privacy-compliant ways to gather data.

Embracing Change

Change is the only constant, right? The iOS 17 update is a reminder that nothing stays the same forever. It’s like the tide – it comes in and goes out. Marketers need to embrace this change and adapt. Those who can ride the waves will come out on the other side stronger.

Conclusion - How Bad Is This For Lead Generators

The iOS 17 link tracking protection has undoubtedly sent shockwaves through the lead generation industry. It’s like a plot twist in a thriller movie – no one saw it coming. But, as with any good story, the characters must adapt to their new reality. Marketers who can think on their feet and embrace new strategies will be the heroes of this tale. Those who cling to the old ways may find themselves lost at sea. So, grab your compass and set sail on the choppy waters of change. The adventure is just beginning.


  1. What is iOS 17 link tracking protection? It’s a set of features in the iOS 17 update that protects users’ privacy by giving them more control over who can track their online activities.
  2. How does this affect the lead generation industry? It makes it harder for marketers to track the effectiveness of their campaigns, which is crucial for lead generation.
  3. What are UTM parameters, and why are they important? UTM parameters are tags added to URLs that help marketers track where traffic is coming from. They are crucial for understanding campaigns' effectiveness and compliance with opt-in leads.
  4. What solutions are available for marketers? Ad attribution platforms like Wicked Reports and Triple Whale offer solutions that help marketers attribute sales and lead to specific marketing efforts despite iOS 17’s tracking protection.
  5. Can users turn off the link tracking protection? Yes, users have the control to decide whether or not they want to be tracked.

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