Apple’s Intelligent Tracking Prevention (ITP) presents new challenges for tracking – but solutions like the Cookie Lifetime Extender can mitigate Safari’s strict cookie restrictions and help maintain data continuity.

Numbers don’t add up, conversions are missing, dashboards show inconsistencies. Now’s the time to get your tracking in shape.

Google will continue to support third-party cookies indefinitely. But lessons learned from Apple’s App Tracking Transparency suggest that asking users for consent could still spell the end for the technology.