analytics-dictionary / term / tracking & measurement

Intelligent Tracking Prevention (ITP)

ITP is Safari technology that limits cross-site tracking and shortens the lifetime of some cookies.

Written by Reflective Data experts · updated Oct 5, 2026

It affects how long a returning visitor can be recognised and how reliably campaigns are attributed in Safari. Server-side set-ups using a first-party domain can mitigate some effects.

Other browsers have similar protections, so assume that client-side identifiers are short-lived.

Cookie First-party data Server-side tagging

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Hotjar

Hotjar is a behaviour analytics tool offering heatmaps, session recordings and surveys.

direct-traffic.md

Direct traffic

Direct traffic is visits where the source could not be determined, often because the visitor typed…

pendo.md

Pendo

Pendo is a product experience platform combining analytics with in-app guides and feedback.

view-through-conversion.md

View-through conversion

A view-through conversion is a conversion that happens after someone saw an ad but did not…

organic-search.md

Organic search

Organic search is traffic from unpaid results on search engines.

click-id.md

Click ID (gclid)

A click ID is a unique identifier added to a landing page URL by an ad…

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