Full Answer

Safari is the browser that breaks WooCommerce attribution most reliably, because Intelligent Tracking Prevention targets exactly the mechanisms client-side tracking depends on. It blocks third-party cookies outright, caps first-party cookies set by JavaScript at 7 days, shortens link-decoration cookies further, and strips recognised tracking parameters. Workarounds that stay in the browser, CNAME-cloaked subdomains and the like, get detected and neutralised over time, so they're a maintenance treadmill rather than a solution.

The approach that holds up is server-side. When your server sets the first-party cookie and sends conversion events from your own infrastructure to GA4 and the ad platforms' conversion APIs, you're no longer relying on the browser mechanisms ITP restricts. Server-set first-party cookies aren't subject to the 7-day script cap, and a server-to-server event isn't something Safari can block.

For WooCommerce, the cleanest version of this captures the event at the source, the order itself, inside WordPress, rather than reconstructing it from browser signals. That gives you the purchase, its value, and its attribution as one server-side record. Stores that make this move typically see 15-30% more conversions appear, not because they sold more, but because Safari was hiding sales that already happened. The decision frame is simple: client-side fixes for Safari expire; a server-side foundation is the one that survives the next ITP update.