iOS26 Update:
The impact on advertising campaigns & solutions for Click IDs
Apple's iOS26 update will be available for download starting September 15, 2025.
What will change in iOS 26?
If you've been working with digital advertising for a while, you've probably already heard about the changes in iOS26. Apple is making a drastic shift in terms of user privacy, which will have consequences for your advertising strategies. iOS26 removes click IDs for Safari users, which means you will no longer be able to see how well your ads are performing.
Please note: iOS26 removes Google click IDs (GCLID), among other things.
Why it is important to take action on the disappearance of Click IDs
Without measured clicks, there are no measured conversions, and therefore no insight into Return On Ad Spend (ROAS). This can pose a significant challenge for you as an advertiser.
At present, not all advertising platforms have a solution for this problem, even though Safari accounts for around 20% of the market share in Europe. (source: Statista) Fortunately, there are solutions available.
Solutions for the disappearance of click IDs in iOS26
There are solutions to this new situation. Let's take a closer look at them:
1. Google Tag Gateway
The fastest solution for Google Ads users. By linking Google Tag Gateway with Google Tag Manager, click IDs and tags are stored on the server side before the visitor reaches the website. This is an effective way to maintain tracking, but there are some limitations.
Disadvantage: This solution only works for the Google Ecosystem and requires integration with Cloudflare. It is therefore not suitable for other advertising platforms such as Meta.
2. Server-Side Tagging
A more technical solution where you host the GTM container tags yourself on an external server. You have complete control over what data you store, including click IDs from Google and other advertising platforms. This offers a lot of flexibility and is ideal for more complex data structures.
Disadvantage: Implementing server-side tagging can be expensive if you host it entirely yourself and requires technical expertise. You can also choose to host it via Google to save on costs. Keep in mind, however, that the number of interactions in Google is calculated, which means that costs can quickly add up. This solution is most suitable for companies looking for customization.
3. External Server-Side Tagging
If you don't have technical knowledge or don't want to invest time in setting up a server-side solution, you can set up server-side tagging via platforms that are already fully equipped for this. For example, TAGGRS. Such a platform offers standard server-side solutions that cover Google tags and tags from other advertising platforms. An ideal choice for organizations that use different advertising platforms.
Disadvantage: Using a platform involves additional costs. It is also wise to be aware that your data will be stored with them. For many companies, however, this is the most efficient and flexible solution in practice.
What does this mean for the future of tracking?
Everything points in the same direction: server-side is the new standard. It gives you more control, better data, and a head start on competitors who will soon wake up to half-empty dashboards. Whether you choose Google Tag Gateway, implement your own server-side tagging strategy, or collaborate with an external platform, one thing is certain: server-side tagging is the future of tracking and conversion measurement.
On the positive side, server-side tracking ensures that your campaign and website figures are more accurate for all three solutions. In addition, SST solves the ad blocker problem and allows you to measure your campaigns more effectively in Google Analytics.
More about smart tracking solutions
We understand if you are unsure which solution is best for your organization. Don't worry, we are happy to help! Whether you are a Google Ads user or active on multiple platforms, we will work with you to find the ideal solution. Let's talk and optimize your strategy for these new privacy challenges.
Want to know which solution best suits your organization?
Please contact Jasper. He will be happy to assist you. Alternatively, you may use our contact form.
