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How to Mitigate ITP 2.0 for Bing Ads & Facebook Ads

Published: August 29, 2018

Author: Jack Pace

In late September, Apple will go live with ITP (Intelligent Tracking Prevention) 2.0, which promises drastic impacts on the tracking of Safari users across iPhones, iPads, and MacBooks. In preparation, we’ve created a step-by-step guide outlining proactive measures you need to take to lessen the negative impacts of ITP on your marketing efforts. Yesterday we covered Google AdWords. Today, we’re taking on Bing and Facebook ads.

Just as in our AdWords post, this is going to get very technical very quickly, so let’s start with a conditional graphic to help you understand just how quickly you need to act.

Bing Ads

Solution prerequisites

  1. Bing UET tag must be implemented.
  2. Autotagging must be turned on.


  1. Make sure to have the Bing UET (universal event tracking) tag on all pages.
  2. Make sure to have auto-tagging enabled, as that is required for Bing to be able to track.
  • This can be set in the Shared Library – URL options menu of Bing:

What this does

  • Bing Ads will automatically add a unique click ID to the landing page URL after a user clicks on an ad.
  • The UET tag will set a 1st-party cookie called _uetmsclkid on the advertiser’s site to capture the Microsoft Click ID from the URL. (Without auto-tagging enabled, the Microsoft cookie is set on Bing.com as a third party.)
  • The UET tag also sets a 1st-party session ID cookie on the advertiser’s domain to help improve the accuracy of the conversion tracking. (This already happens by default and isn’t related to the auto-tagging.)
  • Bing Ads can then tie any conversion event back to the search ad clicks that assisted in the conversion via the click ID until the _uetmsclkid expires after 90 days.

Facebook Ads

Facebook’s Advanced Matching methodology helps more accurately attribute conversions back to users. The process involves sending Facebook the user information outlined below. Before the data is sent to Facebook through the pixel, Facebook will hash the information so that it is secure while in transport to Facebook’s servers.

Solution prerequisites

  1. Facebook Pixel with Advanced Matching enabled
  2. Ability to pass user information such as:
    • Email address
    • Phone number
    • First and last name
    • Gender
    • Date of birth
    • City, zip, country

Note from Facebook

With advanced matching, we can capture the hashed customer data (ex: email addresses) you collect from your website during processes like check-out, account sign-in, or registration. Hashing is the process we use to transform data for security reasons. We can then use hashed identifiers to better match people visiting your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger size of your custom audiences. (Source)


  • To set up Advanced Matching, you must first enable “Advanced Matching” within the settings of your Facebook Pixel.
  • Navigate to Events Manager → Settings
  • Under the Details section, select Automatic Advanced Matching and turn that feature on. Under the toggle to turn on the feature, select the data that you will be sharing with Facebook.
  • Once Advanced Matching is enabled, updates will need to be made to your Facebook pixel in order to pass the user information
  • Current Facebook Pixels initiate the pixel using the following function:

  • The version of the Facebook Pixel with advanced matching includes some extra data points during the pixel initiation. The extra data points include the values you enabled when turning on the advanced matching feature in the Facebook UI. The values passed in these fields should not be hashed. Facebook’s pixel will take care of the hashing.

  • Customer Data Keysem: email
  • ph: phone
  • fn: first name
  • ln: last name
  • ge : gender
  • db: date of birth
  • ct: city
  • zp: zip code
  • st: state
  • country: country

That completes our step-by-step guide for mitigating the impacts of ITP 2.0 for Bing and Facebook ads. If you have any questions, leave a comment below or reach out to the 3Q Decision Sciences team. We’re happy to help!


About 3Q Decision Sciences:

Our Decision Sciences team helps you understand your audiences and determine where, how, and when to spend your budget. We provide an in-depth understanding of your customers and user interactions, layering on- and off-site data. We use multi-touch attribution, a DMP leveraging advanced 1st-, 2nd-, and 3rd-party data collection and integration, audience targeting and media-mix insight, and behavioral performance data, combined with best-in-class reporting and data visualization, to shape marketing strategies. Contact us today!

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