So for online marketeers, the good news is that your campaigns may be going well. The bad news is that as Apple iOS devices (not to mention the Mac) become more ubiquitous, your ability to track your success accurately is becoming increasingly impossible.

Marin Software, a paid search agency, recently published a white paper based on new research that shows 80% of all web clicks on Apple iOS devices are not getting counted by cookies. On the Mac, 50% of all clicks are going undetected by tracking cookies.

Keep in mind, there are now 130 million iOS devices in use out there. Marin Software claims that when you crunch these numbers with the numbers of other browsers operating with their cookies disabled (proactively by its users), it adds up to a staggering 38% of paid-search clicks not getting counted.

Get the full story at Inc. magazine