Your buyers don't use the same browsers as the rest of the web. In the Netherlands, 49% of purchases at the average shop we work on came from Safari's engine: an iPhone, an iPad or Safari on a Mac. In all web traffic it's 25%. And every browser breaks your data in its own way.
This page shows how big each browser is in your country, what it does by default, and what we measure on real shops. We update it every month.
Browser market share by country
United States
Not on the map
Share of web traffic on Safari's engine (%)<1515–2020–2525–3030–3535+No data
What to expect
In the Netherlands, 25% of web traffic runs on Safari's engine: every iPhone and iPad, plus Safari on a Mac. Cookies your tags set there are deleted after 7 days without a visit. Another 3.7% is Firefox, where Meta tags fail in 24.6% of runs.
Among buyers on the shops we work on it's 49%. Your exposure is bigger than the traffic share suggests.
BrowserWeb trafficPurchases
Safari's engine (iPhone, iPad, Safari on Mac)24.7%49%
Chrome64.9%42.1%
Safari17.2%39.9%
Edge6.1%7.1%
Samsung Internet4.4%8.3%
Firefox3.7%1.8%
Other3.8%0.8%
Buyers are far more Apple than the web as a whole. That matters, because Apple's browsers are the ones that delete your cookies after a week.
Web traffic is every page view StatCounter counted in the Netherlands in October 2026. Purchases are the average share over 47 webshops we work on (94,727 orders), as GA4 recorded them. GA4 misses purchases in browsers that block it, so the real share of Firefox buyers is probably higher than shown.
What each browser does
Safari and every iPhone browser: ITP
What it does by default
Cookies your tags write in the browser (_ga, _gcl_aw, _fbp) are deleted after 7 days without a visit. After a click from a known tracker with a query string in the URL, after 24 hours.
Cookies your server sets are capped at 7 days as well when the server-side subdomain points to another domain (CNAME) or runs on a different IP range than your site.
Every browser on iPhone and iPad runs on Safari's engine, Chrome included. So the share that matters is iPhone and iPad, not Safari.
Safari hides the visitor's IP address from known trackers.
What you see in your data
A buyer who comes back after a week counts as a new user, and the purchase loses its original source. It lands in Direct or Unassigned, and ad platforms see fewer conversions from their own clicks.
What we measure
_ga is older than a week on 30.2% of page loads in desktop Safari, against 45.5% in desktop Chrome. On iPhone 22.9%, against 31.9% on Android.
How often visitors return differs per shop, so the gap between browsers is what counts, not the number itself.
What to do
Set the identity cookies from your own server, on a subdomain with the same IP as your site. Send conversions server-side, with the visitor's real IP.
Chrome, Android and Brave
What it does by default
Chrome blocks no trackers. Cookies live up to 400 days and third-party cookies still work. It's the baseline the other browsers are compared to.
Samsung Internet is the other big browser on Android (8.3% of purchases in the Netherlands). Cookie Status doesn't cover it, and we haven't verified its defaults yet.
Brave tells sites it's Chrome, so GA4 counts it as Chrome. It blocks requests on the common block lists, strips gclid, fbclid and msclkid from landing pages and caps cookies at about 6 months.
What you see in your data
Failures in desktop Chrome come from the ad blockers people install. A Brave visitor from an ad lands without a click ID, so the paid click shows up as organic or Direct.
What we measure
Meta tags fail in 14.1% of runs in desktop Chrome, Microsoft Ads tags in 4.2%. On Android, without extensions, Meta fails in 1.2%.
What to do
Send Meta conversions through the Conversions API and use enhanced conversions for Google Ads. Both work without the browser pixel.
Edge
What it does by default
Blocks known cryptominers and fingerprinting scripts.
Other known trackers still load, but can't use their third-party cookies unless the visitor uses that company's own site.
Cookies live up to 400 days, like Chrome.
What you see in your data
Pixels mostly load. What gets weaker is matching a visitor across sites.
What we measure
Meta tags fail in 8.1% of runs in Edge, Microsoft Ads tags in 7.7%.
What to do
Same as Chrome: a server-side connection for Meta and enhanced conversions for Google Ads.
Firefox: Enhanced Tracking Protection
What it does by default
In standard mode Firefox blocks the third-party cookies of social trackers (Meta, LinkedIn, X), plus cryptominers and known fingerprinters. The Meta pixel itself still loads.
Private windows and Strict mode block the tracking scripts too, Google's included.
Cookie Status says standard mode blocks requests to Facebook, LinkedIn and X. Firefox's own settings say it doesn't (privacy.trackingprotection.socialtracking.enabled is off by default), and so do our measurements.
What you see in your data
The highest failure rate of any browser. In the Netherlands Firefox is 1.8% of buyers. In Germany it's 7.5% of web traffic.
What we measure
Meta tags fail in 24.6% of runs in Firefox, Microsoft Ads tags in 23.5%, Google Ads tags in 3.6%.
What to do
If you sell in Germany or France, a server-side connection for Meta and Microsoft Ads is not optional.
Check your own audience
In GA4, go to Explore and start a Free form exploration.
Rows: Operating system and Browser. Values: Ecommerce purchases.
Filter on the country you sell in, over the last full month.
Add up iOS and Safari on Macintosh (iPads usually show up as Macintosh). Together above 40%? Then the 7-day cookie limit is probably your biggest data problem.
Frequently asked questions
What is Safari ITP and how does it affect tracking?+
Intelligent Tracking Prevention (ITP) is Safari's built-in privacy protection, and every browser on iPhone and iPad uses it. Cookies your tags set in the browser, like _ga, _gcl_aw and _fbp, are deleted after 7 days without a visit, or after 24 hours when the visitor came from a known tracker with a query string in the URL. A buyer who comes back after a week shows up as a new user, and the sale loses its original source.
How long do cookies last in Safari?+
Cookies set by JavaScript last 7 days without a visit, and 24 hours after a click from a known tracker with URL parameters. Cookies set by your own server last longer, unless the server-side subdomain points to another domain (CNAME) or runs on a different IP range than your site. Then they're capped at 7 days too. Server-side tracking set up on the same IP avoids that.
Does Firefox block the Meta pixel?+
Not in standard mode. Firefox's Enhanced Tracking Protection blocks the third-party cookies of Meta, LinkedIn and X, but the pixel script still loads. Private windows and Strict mode do block it. On the shops we monitor, Meta tags fail in 24.6% of Firefox runs, against 14.1% in desktop Chrome. Microsoft Ads tags, which aren't on Firefox's block list, fail about as often, so private windows and ad blockers are the likely cause.
What is the browser market share in the Netherlands?+
In October 2026, StatCounter counted 64.9% of Dutch web traffic on Chrome and 17.2% on Safari. Among buyers it looks different: at the average shop we work on, 49% of purchases came from Safari's engine (iPhone, iPad and Safari on a Mac), against 24.7% of web traffic.
Does Brave remove the gclid?+
Yes. Brave strips gclid, fbclid and msclkid from landing page URLs by default, and GA4 reports Brave as Chrome. So a paid click from a Brave user shows up as organic or direct traffic, and you can't separate it out in GA4.
Which browser is worst for tracking?+
Per visitor it's Firefox: Meta tags fail in 24.6% of runs there, the highest of any browser on the shops we monitor. In total it's Safari's engine, because of its size: 24.7% of Dutch web traffic and 49% of purchases, and it deletes the cookies your tags set after 7 days.
What does this do to your numbers?
We compare your GA4, ad platforms and backend order by order, and show which share of your revenue loses its source and why.
›Sources and method · updated 3 November 2026, data for October 2026
Web traffic: StatCounter Global Stats, all devices, per country. Used under CC BY-SA 3.0. StatCounter
Browser defaults: Cookie Status by Simo Ahava, where we checked them against the browser's own source code when our measurements disagreed. Cookie Status
Purchases: GA4 data of 78 webshops and ticket sites we work on, each with at least 100 purchases in the month. A country needs at least 10 shops. Each shop counts equally, so one big shop doesn't set the number. No shop can be identified from these numbers.
Measurements: our own Tag Monitor on 42 sites, sampled GTM tag runs. A tag counts as failed when GTM reports a failure. A script that loads but sends nothing counts as a success, so these numbers are a floor. GA4 tags always report success in GTM, so they're not shown.
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Do your numbers add up?
One call is usually enough to see where it breaks.
