# Intelligent Tracking Prevention

> Safari's set of limits on cookies and storage used for tracking.

Source: https://datacenter.so/glossary/itp
Also called: ITP, Safari tracking prevention.

Intelligent Tracking Prevention is WebKit's tracking protection in Safari. Its effects on measurement:

- Third-party cookies are blocked.
- Cookies set by JavaScript are capped at 7 days ([WebKit](https://webkit.org/blog/8613/intelligent-tracking-prevention-2-1/)).
- Script-writable storage such as `localStorage` can be deleted after 7 days of Safari use without a visit to the site.
- Link Tracking Protection removes known click ids from links opened from Mail, Messages and Private Browsing ([Apple](https://www.apple.com/newsroom/2023/06/apple-announces-powerful-new-privacy-and-security-features/)).

The practical result: a Safari buyer who comes back after more than a week often looks like a new visitor. See [iOS and Safari tracking changes, version by version](https://datacenter.so/guides/ios-safari-tracking-changes).

## Related terms

- https://datacenter.so/glossary/first-party-cookie
- https://datacenter.so/glossary/third-party-cookie
- https://datacenter.so/glossary/click-id