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Retargeting on Safari

By default, Safari browsers (on desktop, iPhone, and iPad) reject 3rd party cookies. Additionally, in Safari browsers version 11 and above, cookies placed by 3rd party advertising providers such as AdRoll are inaccessible after 24 hours. To reach these Safari visitors, activate AdRoll Retargeting on Safari:

  1. Navigate to Settings > Integrations.

  2. Select the checkbox to retarget Safari visitors.

  3. Save.

How It Works

Visitors who aren't yet in AdRoll's ecosystem will see a one-time banner informing them that in order to receive a tailored ad experience, they'll need to accept these AdRoll terms. When your visitor accepts by either clicking on the banner or navigating to another page on your site, they grant consent.

Once you enable retargeting on Safari, your AdRoll Pixel automatically updates to deploy the banner and additional logic.

For users in Safari 10 and below, after clicking on the page we will place an AdRoll cookie on those users. From there, this cookie is just like any other cookie in your retargeting audience and will fall in campaigns based on the segments that user belongs to. 

For users in Safari 11 and above, we’ll create a non-cookie-based tracking ID for that browser. To create this ID, we’ll perform a series of calls to a URL. This isn’t visible to your visitors and doesn’t render any content on the browser. It may appear in some tracking tools as source of traffic.

Supported Languages

We use logic to detect the locale of the browser and display the banner in the corresponding language. AdRoll supported languages include English, French, German, Dutch, Spanish, Italian, and Japanese. English is the default for any unsupported languages.


You can't break down your campaign reporting by browser,  but we recommend monitoring lift in impressions, CTRs, CPCs, and CPA after 2-4 weeks. Also, if you use Google Analytics you can add "browser" as a secondary dimension to break out performance on Safari.


The Domain in Google Analytics

The domain you’re seeing,, is used as a part of tracking logic that works with Apple’s latest release of Safari 11. This allows you to continue to track and target users with ads who are using Safari.

To ensure this domain isn’t reflected in Google Analytics, you can blacklist the domain in Google Analytics or any other analytics tools. Blacklisting this domain allows you to remove it as a referring domain in Google Analytics and it will not affect your AdRoll set up.

To blacklist a domain:

  1. Sign in to your Google Analytics account.

  2. Click Admin.

  3. In the Account column, use the dropdown to select the Analytics account that contains the property you want to work with.

  4. In the Property column, use the dropdown to select a property.

  5. Click Tracking InfoReferral Exclusion List.

  6. To add a domain, click +Add Referral Exclusion.

  7. Enter the Domain name.

  8. Create.

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