Ensure persistent tracking despite growing popularity of ad blockers

The challenge:

Tracking is under pressure.

Consumers are growing increasingly aware of the risks associated with vulnerable personal information driving 48% adoption of ad blockers in the US–functionality that puts affiliate tracking at risk. In addition to affiliate tracking risks caused by ad blockers, Apple updates beginning with iOS 17 include Link Tracking Protection, which detects and blocks third-party tracking domains in Safari Private Browsing mode–a risk that may eventually include Partnerize.

Revenue lost worldwide as a result of ad blocking

US consumers that have used ad blockers in browsers

Number of US states that will enact data privacy laws in 2025

Mitigates the risk of ad blockers inhibiting affiliate tracking by tying performance tracking to your brand instead of a tracking domain that could ultimately be identified and blocked.
Complements future-proofed tracking infrastructure to support persistent tracking amidst evolving browser changes including Apple’s iOS 17 Link Tracking Protection.
Ensures accurate data regardless of ad blockers and Link Tracking Protection to support data-driven decisioning, accurate attribution and equitable partner rewards.

Custom Tracking Reverse Proxy

Reverse proxy is the most robust Custom Tracking solution, considered “the gold standard”. By routing traffic through a reverse proxy on your server, tracking becomes indistinguishable from your site’s core functional traffic.

Custom Tracking Delegated DNS

Delegated DNS is an accessible, lower-lift alternative to Custom Tracking implementation. By delegating a subdomain of your brand to Partnerize. It is significantly easier to implement while still providing the core benefits of first-party tracking.

Feature

Recommended Reverse Proxy

Delegated DNS

Industry Standing

The "Gold Standard"

Accessible, lower-lift alternative

Implementation Method

Routing traffic through your own server

Delegate a sub-domain that points to Partnerize

Technical Effort

High

Low

Tracking Resilience Against Ad Blockers and ITP

Highest; traffic is indistinguishable from core site functions

Medium; Effective against current browser privacy regulations

Setup Speed

Slower; requires engineering bandwidth

Quick; minimal engineering support required

Best Fit For

Brands with high technical resources prioritizing maximum accuracy

Brands with limited resources or short development cycles

Select your Custom Tracking method

Determine if Reverse Proxy or Delegated DNS is the best fit for your business.

Review documentation

Share the relevant Custom Tracking technical guides from our Knowledge Base with your engineering team.

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Test and verify tracking

Once the technical setup is complete, notify your account team or Support. We will perform a comprehensive test to ensure data is flowing accurately.

Notify your partners

While temporary redirects will be in place, partners must eventually swap their links to your brand domain to ensure long-term tracking health.

Partner link updates:

Automate tracking change with Link Switcher.

Temporary redirects will be in place, however, partners must eventually swap their links to your brand domain to ensure long-term tracking health. Partners can bypass the need for manual link updates by implementing Link Switcher, functionality that automates the update of legacy tracking URLs to future-proofed links for brands that have implemented Custom Tracking. Link Switcher is a one-click implementation available through the Partnerize Tag, allowing partners to:

Secure commissions by ensuring consistent tracking that guarantees you are rewarded equitably for your referred conversions.

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Accurate attribution with the ability to capture the true engagement your content generates.

Eliminate manual effort associated with updating tracking links that ensure future-proofed tracking.

Share our Partner Tag Knowledge Base article with your partners or direct them to the Custom Tracking Hub so that they can easily activate Link Switcher and a suite of other capabilities that allow them to save time and ensure equitable rewards for their work.

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Action required:

Protect your performance tracking from ad blockers.

The challenge:

Tracking is under pressure.

Advertisers that do not implement safeguards against ad blockers and privacy changes are putting their tracking at risk.

Take action:

Ensure persistent, accurate tracking despite the presence of ad blockers with Custom Tracking.

Working in conjunction with your existing tracking method, Custom Tracking:

Reverse Proxy vs. Delegated DNS.