How does iOS 17 impact marketing analytics?

With the introduction of iOS 17, there will be a modification in how URLs with tracking templates are displayed. Specifically, iOS 17 will remove the click_id (gclid, fbclid …) parameter from the URL. For instance, a URL that looks like:
will be altered to:
What implications does this have for analytics?
The gclid (Google Click ID) is a unique parameter that facilitates Google's ability to associate specific conversions with particular ad clicks. The removal of this ID means that there will no longer be a direct connection between a specific user's action and the click on an ad.
When the gclid was included in the URL, analytics platforms enabled marketers to view primary KPIs such as conversions, revenue, and ROAS with a high level of detail. This granularity allowed insights to be broken down by specific parameters like the version of the creative, keyword, city, and even the precise date and time of user interactions. Post the iOS 17 rollout, the data will be presented at a more aggregated level, potentially limiting the depth of insights.
Seeking a Solution?
For those looking to maintain as much reporting precision as possible after the iOS 17 update, we have a comprehensive guide on implementing utm_id. This approach allows for legally maximizing the granularity of your reporting.

Why do I see sessions with non-google source/medium dimensions under the Google Ads ad platform dimension?

SegmentStream auto-associates sessions with Google Ads when they include click parameters like gclid, wbraid, or gbraid.
This occurrence can arise in cases where:
  1. Other advertising platforms purchase Google Ads traffic, for example, affiliate marketing network like AWIN
  1. There's human error, leading to the inclusion of Google-specific click ID parameters in ad links of other platforms.

Do your reports show assisted conversions or the view-through conversions from each of the platforms?

Our reports do not display assisted or view-through conversions from individual platforms. Instead, we offer a unique attribution model that highlights the incremental impact of each marketing channel. This model considers user behavior on your website and brings together data about user engagement with your brand on platforms like Facebook, Youtube, and others.

Why are there more clicks than tracked users in the paid Facebook Ads reported within SegmentStream?

The main reason for this difference is that users may not accept cookies when they engage with Facebook ads. To fix this, review your consent mode popup design to make it easier for users to accept cookies.
Another reason for the discrepancy is that users might click on ads multiple times. This is common with catalog-type ads, where users might click on several products. Facebook reports each click as an outbound click, but SegmentStream counts them as one user. To understand this better, compare the unique outbound click metric in your Facebook report with the number of users reported by SegmentStream.

Why are there more clicks than tracked users in the paid TikTok ads reported within SegmentStream?

SegmentStream uses TikTok's "Clicks (Destination)" metric to report clicks. This metric includes not only clicks that lead users to destinations like websites, apps, or app stores but also interactions such as clicking on the profile picture, caption, profile name, CTA button, and sliding to the left. Many of these interactions do not result in website visits, causing a higher number of reported clicks compared to tracked users.