This article applies only to accounts using the full funnel LeadsRx Attribution product to capture data about multiple marketing channels using our LeadsRx Universal Pixel.
In October of 2021 Apple released a new feature in iOS 15 and macOS Monterey titled the iCloud Private Relay. Though not enabled by default, when users choose to enable this feature their IP addresses are “pooled” together so that many unrelated users will share the same IP address, creating issues with many user tracking systems across the world that solely rely on IP addresses for user identification.
LeadsRx Geo-Fencing:
Apple has said that geodata is preserved during this pooling of various user’s IP addresses, meaning, all users who are pooled will be within the same geographic area they would show without this feature. LeadsRx’s geo-fencing capabilities will not be impacted by the iCloud Private Relay.
LeadsRx Identity Graph:
The LeadsRx identity graph uses multiple factors including IP addresses to perform cross-over checking between devices, browsers, and/or applications. The LeadsRx clients who will be impacted by the iCloud Private Relay the most are ones who utilize IP-to-IP matching with no other data. The biggest areas of impact are tracking of podcast, OTT (or CTV), and display ad impression matching using the LeadsRx impression pixel.
Currently, iCloud Private Relay is only impacting attribution for Safari browser users. Not all Safari users will have this feature enabled. Currently a user must have enabled the feature and have a paid iCloud account, which will reduce the number of impacted web users significantly.
LeadsRx is considering its logistical options for additional attribution of the small, but growing audience of users utilizing Apple’s iCloud Private Relay.