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Tag Archive: Fabric Analytics

  1. What is the iOS 26 update and what does it mean for your data?

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    What is the iOS 26 update?

    iOS 26 is Apple’s latest version of their operating system for mobile devices and tablets.
    As part of iOS26 Apple are making some changes to the way that Intelligent Tracking Prevention (ITP) works in the Safari browser.

    How does it impact your data?

    iOS26 will now remove some click identifiers used for advertising purposes such as Google Ads / Search Ads 360 and Display (gclid, dclid) , Meta (fbclid), Microsoft Ads / Bing (MSCLKID) and TikTok (TTCLID).
    However, from our testing this only happens by default when opening messages from the Mail App (email when using Apple’s mail app), Messages App (SMS) and when Safari is in Private browsing mode.

    It will not strip out click identifiers in normal browsing, only in Private Browsing mode unless a user has changed the default ITP settings deep within the Safari App, which is unlikely for most day to day users.

    In App browsing, e.g. when links open inside the Facebook App and not in the default Safari browser, are also unaffected regardless of the setting.

    UTM parameters are also unaffected in all instances.

    How does it impact media tracking?

    Given that this is not enabled by default, it should only have minimal impact on media tracking.
    Also UTM parameters and Google search and Ads wbraid and gbraid parameters are also unaffected, however it’s possible that you may see some small drops in advertising click attribution in your Analytics platforms, especially for iOS users that use Private Browsing mode, or have changed the default settings for Intelligent Tracking Prevention.

    What do you need to do?

    If you haven’t already, we would recommend using UTM parameters for all advertising click URLs to your website. Including Meta and Google Ads / Display / Search Ads 360 Microsoft Ads etc.

    So for Google Ads etc. we would recommend using both auto-tagging and manual tagging combined to ensure traffic sources are correctly classified in the event of click identifiers being stripped by ITP in Safari.

    When does it come into force ?

    The updates will happen when iOS26 is released sometime around the 26th September 2025, and users update to the new iOS version.

    Still confused or need help with anything else?

    Email us on data@fabric-analytics.com for more information or to book your free tracking audit.

  2. Why Brands Missed Out on Black Friday Without Real-Time Analytics

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    Black Friday is one of the most important sales events of the year, particularly for online retailers. Platforms like Shopify are buzzing with activity, marketing budgets are stretched to their limits, and many businesses rely on a combination of tools to track their success. Yet, despite their best efforts, many brands are losing out because of one significant issue: the lack of real-time analytics in Google Analytics 4 (GA4).

    This challenge isn’t just inconvenient; it’s costing brands opportunities to maximise their performance during the busiest shopping period of the year.

    The Issue With GA4’s Delays

    While GA4 has brought some valuable improvements—better cross-device tracking and more advanced attribution—it has a critical drawback: data processing delays. On a day like Black Friday, when every minute counts, this lag creates a major problem for brands trying to make decisions on the fly.

    Take traffic source data, for example. On Black Friday, brands run dozens of campaigns across multiple channels to drive traffic to their websites. Knowing which traffic sources are converting and which aren’t is vital to ensure ad spend is being used effectively. However, GA4’s data batching means marketers often don’t get a clear picture until hours—or even days—later. By that time, the window for optimisation has already passed. In some instances it can take up to 12 days to correctly process.

    Shopify’s Real-Time Limitations

    For Shopify brands, the platform does provide live sales and traffic metrics, which can be useful. However, these insights are limited and don’t provide the depth needed to understand what’s driving performance. For example, Shopify might show an increase in traffic, but it won’t tell you:

    • Which campaigns or channels are responsible
    • How that traffic is converting
    • Whether users are abandoning their carts after visiting specific landing pages

    Without pairing Shopify’s real-time metrics with the more detailed insights available in GA4, brands can’t make the most of their marketing investments during a time when margins are razor-thin, and competition is fierce.

    The High Cost of Missed Optimisation

    Black Friday isn’t just another sales day. It’s a period where every decision can have a massive financial impact. The inability to react to live data means brands risk:

    • Over-spending on underperforming campaigns: Without real-time feedback, it’s easy to waste budget on ads that aren’t delivering results.
    • Underfunding successful campaigns: Without clear traffic source data, brands may miss opportunities to scale up ads that are driving high-quality traffic.

    The result? Lost revenue that could have been recaptured with faster, more actionable insights.

    What Can Brands Do Currently?

    While GA4’s limitations in real-time analytics are frustrating, there are ways to mitigate the impact:

    • Use Shopify Analytics Strategically: While it’s not as detailed as GA4, Shopify’s dashboards can highlight overall trends to help guide quick decisions.
    • Set Up Alerts: Customise notifications in tools like Google Tag Manager for key events, such as traffic spikes or conversion drops.
    • Plan Based on Historical Data: Analyse past Black Friday performance to anticipate which channels and campaigns are likely to perform well and allocate budget accordingly.
    • Leverage Complementary Tools: Explore other analytics platforms that can offer more immediate insights to supplement GA4.

    The Real-Time Analytics Challenge

    The lack of real-time insights in GA4 highlights a broader issue for ecommerce brands: the growing need to react faster in an increasingly competitive market. Black Friday success isn’t just about running great campaigns; it’s about having the agility to pivot and optimise based on what’s working in the moment.

    Until tools evolve to meet this demand, brands must rely on creative solutions and thorough preparation to avoid leaving money on the table. By understanding these challenges and acting proactively, businesses can make the most of Black Friday and beyond.