Tracking basics

Safari ITP and the 7-day cookie limit

Safari limits how long cookies set by JavaScript last. Returning visitors can look like new ones unless cookies are set by the server.

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Tracking starts the minute the snippet is live

Intelligent Tracking Prevention (ITP) is Safari's set of anti-tracking measures. One of its best-known rules caps cookies written by JavaScript (document.cookie) at seven days, with shorter limits in some situations. If a visitor clicks your ad, leaves, and returns after the cap, a JavaScript-only tracker sees a new visitor and the original ad loses the credit.

Cookies set by your own server in an HTTP response aren't subject to the same JavaScript cap. That's why many tracking setups serve their tracking endpoint from a subdomain of your site (via a CNAME), so the visitor cookie is first-party and server-set. Identifying people by email or phone also reconnects them regardless of cookies.

The problem

Why this matters for your ad budget

Safari's ITP shortens cookies set by JavaScript, so returning Safari buyers look new and their journeys break.

Server-set first-party cookies help keep journeys intact.

Keep Safari visitors recognised for longer

Create your account, install one snippet and see it on your own leads and sales.

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Create your account

Key takeaways

Script cookies are capped

Returning Safari visitors can lose their history after a week.

Server-set cookies last longer

A first-party subdomain lets the server set the cookie.

Identity bridges gaps

An email or phone reconnects visits across cookie resets and devices.

All of this is built in, ready on day one.

Try it on your own data

Use cases

How marketers use this

Longer journeys

Returning Safari visitors recognised.

iPhone-heavy traffic

Protect attribution for mobile ads.

Identity joining

Join devices once people identify.

Try it on your own data

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

Why BrainyMetrics

From theory to your own numbers

Everything in this guide is built into BrainyMetrics, working on your real ads, leads and sales.

Without BrainyMetrics

With BrainyMetrics

Meta, Google and TikTok each claim the same sale, so platform totals add up to more than your bank account.

Each sale is counted once, from your own checkout data, and reconciled against what each platform claims.

Analytics gives the last click all the credit, so the ads that start journeys look like they lose money.

Seven attribution models are computed for every conversion, so you can compare first click, last click and everything between.

Phone calls and booked calls are a black box. You know they happened, not which ad caused them.

Calls and bookings are matched to the visitor's session and the ad behind it, then tracked through qualified and closed.

Ad blockers, Safari and cross-domain checkouts quietly break your data.

A first-party tracking subdomain, server-set cookies and cross-domain linking keep journeys intact.

Spend lives in one tab, revenue in another, and ROAS is a spreadsheet you rebuild every Monday.

Spend syncs hourly and sits next to attributed revenue, so ROAS, CPA and profit are on every row, down to the ad.

Ad algorithms optimise on the few conversions their pixel happens to see.

Real purchases and leads are sent back to the ad platforms' conversion APIs, deduplicated against the pixel.

Stop guessing which marketing pays.

Try it on your own data

Getting started

Put this guide into practice in four steps

No migration project and no agency retainer. Here is the whole path from sign-up to your first attributed sale.

1
Create your account
Sign up, name your workspace and pick the plan that fits. Your tracking snippet is waiting under Settings → Install.
2
Install tracko.js
Paste one snippet into your site's head, or add it with Google Tag Manager, WordPress or your funnel builder's tracking code box.
3
Connect revenue and ads
Connect Stripe, Shopify, your funnel builder or calendar, then Meta, Google or TikTok for hourly spend. Most connections take a click.
4
Watch the first sale land
The setup checklist ticks itself off as data arrives. Your next lead or sale shows up with its full journey and the ad that earned it.

Create your account

Flat monthly price, no revenue tax
No annual contract
Tracking starts the minute the snippet is live

One account

Everything else that comes with it

Tracking, attribution, calls, spend and revenue analytics share one data model, so each feature makes the others more accurate.

Multi-touch attribution

Seven models side by side, down to the ad.

First-party tracking

Your own subdomain and server-set cookies.

Call tracking

Dynamic numbers matched to the click behind each call.

ROAS and profit

Hourly spend sync joined with real revenue.

Conversion APIs

Feed real sales back to nine ad platforms.

Customer journeys

Every visit, ad, order and call per person.

LTV and cohorts

Lifetime value by the channel that acquired them.

Funnels

Drop-offs and cost per step, by ad.

Create your account and start tracking today.

Create your account

Frequently asked questions

Common questions about Safari ITP and cookie limits, setup and pricing.

The fastest answer is your own data

Create an account, install the snippet and see how BrainyMetrics handles your real traffic.

Get started

Does ITP affect Chrome?

ITP is Safari's (WebKit's) feature. Other browsers have their own privacy measures, so building on first-party, server-set data helps across the board.

How long does setup take?

The basics take minutes: paste the snippet, connect your checkout or funnel builder, and connect your ad accounts. The setup checklist in your dashboard ticks each step off as data arrives, so you always know what's left.

Do I need a developer?

Usually not. The snippet can go in through Google Tag Manager, WordPress or your funnel builder's tracking code settings, and most revenue sources connect with a click or a webhook URL you paste. The developer guide covers the JavaScript and server API if you do have a developer.

Does the price go up as I grow?

No. Plans are a flat monthly or yearly price. We never bill a percentage of revenue or ad spend, and you can switch, pause or cancel from the Billing page without a call.

Does tracking stop if I hit a plan limit?

No. Plans limit dashboard modules and things like integrations or workspaces; tracko.js, webhooks and syncs keep collecting data, so nothing is lost if you upgrade later.

Is it privacy friendly?

Yes. BrainyMetrics supports consent modes, works with your consent banner, respects Global Privacy Control and handles sensitive form fields strictly. Data is first-party: it belongs to your workspace, not an ad network.