The upcoming Safari update in September 2025 changes the way online advertising and conversion tracking work. Apple’s browser will no longer function in the same way. In this article, we’ll explain what’s changing, why it matters, and how you can prepare.
Safari will remove click identifiers (click IDs) in standard browsing mode. That means tracking in Google Ads, Meta Ads, and Microsoft Ads will no longer work as before.
What are click identifiers in online advertising?
A click ID (such as gclid, fbclid, or msclkid) is a unique parameter automatically added to a link when someone clicks on an ad. Thanks to this identifier, an ad platform knows exactly where the click came from and whether a user later makes a purchase or submits a form.
Without click IDs, it becomes almost impossible to correctly attribute conversions to campaigns. In other words: you lose the data you need to measure and optimize campaigns effectively.
Which click IDs are disappearing?
The Safari update removes click identifiers from several major ad platforms. Below is an overview of the impact:
| Platform | Parameter | Removed | Solution available |
|---|---|---|---|
| Google Ads | gclid | ✔️ | ✅ |
| Facebook Ads | fbclid | ✔️ | ⚙️ (in progress) |
| Microsoft Ads | msclkid | ✔️ | ⚙️ (in progress) |
| twclid | ✔️ | ⚙️ (in progress) | |
| TikTok | ttclid | - | - |
| li_fat_id | - | - | |
| SnapChat | ScCid | - | - |
| epik | - | - |
Why does this matter?
Click identifiers play a crucial role in conversion tracking and campaign optimization. Without these IDs:
➤ Google Ads will register fewer conversions
➤ ROI calculations become less accurate
➤ Custom audiences shrink
➤ You lose control over campaign optimization
In short: the disappearance of click IDs can have a direct impact on your marketing strategy and results.
The solution: server-side tracking via Google Tag Manager
Fortunately, there is a robust solution for Google Ads. By using server-side Google Tag Manager, click IDs can be preserved.
How does it work?
➤ In Google Ads, you set a custom parameter, for example follo_gc:{gclid}.
➤ Safari doesn’t recognize this parameter as tracking, so it doesn’t remove it.
➤ With server-side Tag Manager, we capture the parameter, convert it back to gclid, and send it to Google Ads.
Result: you can continue measuring conversions and optimizing campaigns.
Why not client-side?
Technically, a client-side setup could also work, but it’s unstable and error-prone. Any change in cookie structures or naming can suddenly break tracking. That makes client-side expensive and risky.
At Follo, we therefore only choose server-side tracking. It’s more reliable, future-proof, and gives you greater control.
Are you ready for the Safari update?
➤ Already using server-side tracking? Then you only need to make a few adjustments in Google Ads and Tag Manager. Our specialists can support you.
➤ Not using server-side tracking yet? Then now is the time to switch. You won’t just preserve click IDs—you’ll also benefit from better data quality and greater flexibility.
Conclusion
The Safari update of September 2025 confirms a broader trend: browsers and platforms are moving further toward privacy. This won’t be the last change. By investing now in a future-proof setup, you avoid falling behind with every new update.
Our specialists are ready to help, so feel free to contact us. Together, we’ll make sure your tracking not only stays intact, but is also prepared for what’s next.
Follo. Dare to lead.
