Private Click

Private Click
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This blog post covers a new feature called Private Click Measurement, or PCM, for measuring ad clicks across websites and from iOS apps to websites. It is part of iOS and iPadOS 14.5 betas.
Classic ad attribution on the web is done with cookies carrying user or device IDs. Such attribution constitutes cross-site tracking which WebKit is committed to preventing . Websites should not be able to attribute data of an ad click and a conversion to a single user as part of large scale tracking.
At the same time, we want to support measurement of online advertising. PCM achieves this tradeoff by sending attribution reports with limited data in a dedicated Private Browsing mode without any cookies, delaying reports randomly between 24 and 48 hours to disassociate events in time, and handling data on-device.
We first proposed privacy-preserving measurement of ad clicks in May 2019 . Since then the proposal has changed name to Private Click Measurement and been discussed extensively in the W3C Privacy Community group, both through meetings and on GitHub .
A proposal needs two independent implementations to be on track to become a web standard. This means another browser such as Firefox, Brave, Chrome, or Edge needs to independently implement PCM before it can move further along the standards track. We are working with them to get there.
Nevertheless, we are happy to be the first browser to enable a proposed web standard for measuring advertising!
You may ask why we are enabling PCM by default before there is a second independent implementation and before we’ve added the fraud prevention mechanism discussed in W3C Privacy CG. The reasons are:
PCM web-to-web is the case covered by the proposed standard, i.e. a user clicks a link on a webpage, is navigated cross-site, and up to seven days later, there’s a signal on the destination website saying it would like attribution for any previous clicks that took the user here.
For the purposes of the examples below, we assume the click happens on a website called social.example and the click navigates the user to shop.example .
Links that want to store click measurement data should look like this:
If the click indeed navigated the user to the attributeon website, the attributionsourceid is stored as a click from social.example to shop.example for 7 days.
Note that this data is not accessible to websites. It’s silently stored in the browser.
To trigger click attribution, the “attribute on” website has to make an HTTP GET request to the website(s) where it is running click-through ads. This way of doing it is intended to support existing “tracking pixels” and make adoption easy. In our example this would be the shop.example site making an HTTP GET request to social.example . For a more modern way of triggering attribution, see the Future Enhancements section.
The HTTP GET request to social.example triggers attribution if it is redirected to https://social.example/.well-known/private-click-measurement/trigger-attribution/ [``4-bit`` trigger data]/[optional 6-bit priority] . Note : The first beta lacks the /trigger-attribution path component since this was a very recent decision in the standards group.
Once a triggering event matches a stored click, a single attribution report is scheduled by the browser to be sent out randomly between 24 and 48 hours later, or the earliest time thereafter when the browser is running. As long as an attribution report has not yet been sent, it can be rescheduled based on a triggering event with higher priority.
PCM attribution reports are sent as HTTP POST requests to /.well-known/private-click-measurement/report-attribution/ on the website where the click happened, in our example https://social.example/.well-known/private-click-measurement/report-attribution/ . Note : The first beta lacks the /report-attribution path component since this was a very recent decision in the standards group.
The report is in JSON and looks like this:
Notes on the non-obvious key-values above:
This is exciting – we’re adding the capability to measure ad clicks from iOS and iPadOS apps to Safari!
Many advertisers in apps want to take the user to their website where the user can buy a product or sign up for a service. This is exactly the kind of ad PCM app-to-web allows them to measure.
The only thing that differs from PCM web-to-web is on the click side which is in an iOS app. To adopt this technology you need to do this:
This is the optional data structure you submit in your call to openURL: when you want to measure clicks:
UIEventAttributionView is the view that is placed over the tappable content, typically an ad. It’s used by the system to verify that a user gesture has occurred.
The view is invisible and very lightweight. The simplest use case is to create one of these views and stretch it over your entire tappable content. You can also place multiple over a single piece of content if you for instance want to create specific tappable areas.
To ensure your UIEventAttributionView works correctly:
WebKit has an experimental feature called Private Click Measurement Debug Mode. You’ll find it under Develop–>Experimental Features on macOS and under Settings–>Safari–>Advanced–>Experimental Features on iOS and iPadOS. When you enable this mode and restart Safari, reports go out a mere 10 seconds after the triggering event instead of 24-48 hours later. This allows quick turnaround in testing and debugging.
The debug mode also enables debug output in Web Inspector’s console. This output will show up by default in a later beta.
Remember to disable debug mode once you’re done testing.
As is always the case with web standards, proposed or established, there are enhancement requests, corner cases, and a need to evolve the specification as the platform progresses. Below is a list of prominent and relevant issues that may show up as changes to our implementation of PCM in upcoming releases. Please take part on GitHub if you have input.
PCM is intended to support privacy-preserving measurement of clicks across websites or from apps to websites. It is not intended to be used to track users, events, or devices across those contexts.
If PCM is being misused for tracking purposes or being used in conjunction with unrelated means of tracking users, events, or devices, we may block the offending party from using PCM and potential future measurement features.
We’d like to thank the W3C Privacy Community Group for all the work filing issues, suggesting changes, and engaging with us on this work. Please continue to do so as we move forward. Also, a big thank you to the engineers who’ve helped implement this feature – Anant, Kate, Jon, Chris, Jonathan, Chris, and Glen.

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Private Click Measurement(PCM) debugging

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We are currently working on end to end testing Apple’s Private Click Measurement. PCM is divided into 3 steps, where the 3rd step involves Safari storing the conversion and sending it to our endpoint https://www.example.com/.well-known/private-click-measurement/report-attribution/ after a random delay. We have verified that steps 1 and 2 are working E2E, but when we get to step 3, we don’t observe Safari making the request to our endpoint.
Using Safari Technology Preview, we can observe the network requests from Mobile Safari. To test PCM, we turned on “Private Click Measurement Debug Mode” and opened a test Ad on the mobile device. We then triggered a conversion, and observed the output in the network/console tabs.
Here is the output on the network tab:
And here is the output from the console:
Note that we see “[Private Click Measurement] Triggering Event Accepted,” in the console, which seemed to suggest that the Step 2 Data was accepted and that Safari should send the conversion to step 3. Since PCM Debug Mode is on, we should see the request to our Step 3 endpoint in 10 seconds. However, our sniffer(Charles) didn't detect any traffic to the attribution URL( https://www.example.com/.well-known/private-click-measurement/report-attribution/) .
The above is reproduced consistently.
We’ve proved that this is a bug from our setup. We’ve proved PCM works as its document. However, this post can’t be deleted.
can you please tell how you solved this issue? I'm also facing the same bug.

1 minute read
Feb 1st, 2021 3:35 PM EST | Product News

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Apple is introducing a new technology called Private Click Measurement to iOS 14.5. It’s an attempt to give online advertisers a way to measure ads privately.
The system tries to find a balance between tracking users via user/device IDs with some data reports.
At the same time, we want to support measurement of online advertising. PCM achieves this tradeoff by sending attribution reports with limited data in a dedicated Private Browsing mode without any cookies, delaying reports randomly between 24 and 48 hours to disassociate events in time, and handling data on-device.
The WebKit post says Apple first introduced this technology in 2019 under a different name. To become a web standard, another browser needs to add PCM into its system. This is a current goal of Apple.
Apple is bringing Private Click Measurement (PCM) to in-app direct response advertising in iOS 15.2 by way of the SFSafariViewController. PCM Advertising Released with iOS 14.5 in February, PCM lets advertisers measure the effectiveness of their ads in a private manner. It aims to reduce the amount of granularity that…
AdGuard published a piece on Monday examining Apple’s new technology coming to iOS 14.5 called Private Click Measurement. The company points out that it’s less transparent than regular web cookies. Apple & PCM Private Click Measurement is an upcoming feature that offers advertisers some middle ground. It lets advertisers track…
Apple’s latest version of iOS, 14.5, will likely be announced at its spring event on April 20, 2021. With it comes App Tracking Transparency, a feature that forces apps to ask user permission if they want to be tracked. Advertisers like Facebook, Google, Snapchat, and others are wary of the…
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