Intelligent Tracking Prevention, which was introduced in June of this year, is a new WebKit feature that reduces cross-site tracking by further limiting cookies and other website data on Safari. Today, to meet out with these ad attribution recommendation from Apple, Google has announced that advertisers must update "now" their website tags to see accurate conversations from Safari.
Without updating site-wide tags, it will be difficult to measure the efficacy of marketing campaigns. Because, site-wide tagging —as the best option to measure the performance of online advertising — when applied on all pages, "keeps measurement updated and helps to measure conversions more accurately, including in Safari's ITP environment," writes Google.
Check out this article for all necessary steps to properly tag your site.
You can also use any of the following three options to measure conversions:
Install global site tag (gtag.js) on entire site
The new AdWords experience which is now available to all advertisers across the globe, comes with an updated "conversion tagging," and introduces new global site tag (gtag.js) which will now serve as the single tag for both AdWords and Google Analytics.
Support for DoubleClick products will be available soon. And, if you use DoubleClick Search, an update for floodlight tag will be available in November.
To get started with global site tag, head over to Conversions section of AdWords, and install it on every page of the site, followed by placing event tags on each of your active conversion pages, so the globar site tab will then begin sending conversion data whenever event calls are made.
For more step-by-step instructions on setting up, check out this Help Center article.
Link Google Analytics and AdWords accounts
For those already using Google Analytics to measure website engagement, when link their AdWords accounts with Analytics will see accurate conversion measurement — irrespective of whether, you use "analytics.js" tag or the new global site tag "gtag.js" for Google Analytics tagging.
Use Google Tag Manager
Customers of Google Tag Manager, need to just add the conversion linker tag in the Tag Manager interface, and set it to fire on all pages. And, those, who are not yet using Tag Manager, can get started with global site tag in option 1 above, then upgrade to Tag Manager in the future.
Finally, those using a non-Google or third-party tool for website measurement, check out with the vendor if it allows to measure conversions in Safari's ITP environment, says google.
For more information about site-wide tagging and conversion measurement, head over to Help Center.