Intelligent Tracking Prevention (ITP) is Apple's set of privacy restrictions in Safari and WebKit that limit how long cookies and other identifiers set by scripts can persist.
Category
Privacy
Also known as
ITP; Safari ITP
ITP is one reason a returning Safari visitor may look like a new one after seven days: client-side cookies set by scripts are capped. It is one of the main reasons first-party tracking domains and server-side approaches exist.
In practice
If your audience skews toward Safari or iOS, assume client-side cookie lifetimes are short and plan for it with a first-party tracking domain. Measuring returning visitors without accounting for ITP can overstate churn and understate loyalty.
Discuss this term
A question, a bug, or outdated info? Tell us — it goes straight to the team, and we keep the glossary current.