A study by Marin Software has shown that the growing use of iOS devices (iPads, iPhones & iPods) is having a serious effect on paid search results – up to 80% of conversions are being missed.

This is because Safari, the default browser on iOS devices blocks third party cookies making conversion tracking very difficult.  At the moment only about 5% of paid search traffic comes from iOS devices but as the popularity of Apple continues to soar, the effectiveness of PPC campigns is going to be continually underestimated.