Internet users are more concerned about their privacy and security than ever before - and they should be. Every single app that we use or website that we visit is tracking us in some way. Often, this is to make our lives more convenient.

However, when sensitive data falls into the wrong hands, real trouble can ensue. With our increased reliance on digital platforms, many people have heightened worries about how to stay more private online.

For this reason, private or incognito mode has become more common. Using these modes gives you the same internet experience you would normally have, but on a copy of your browser that doesn’t save any data from the session. That being said, things still may not be as private as you hope.

If you find yourself asking “what is browsing incognito?”, make sure to keep reading. We are breaking down exactly what is private and what isn’t to reveal just how much privacy incognito mode can provide (hint: probably not as much as you think).

What is Browsing Incognito?

Browsing incognito, also known as private browsing or incognito mode, is a feature offered by web browsers that allows you to browse the internet without leaving traces of your online activities on your device. When you use incognito mode, the browser does not save your browsing history, cookies, or other data typically associated with your browsing session. This can be useful for a variety of reasons, such as:

1. Privacy - Incognito mode provides a certain level of privacy by preventing your browsing history and cookies from being saved. This can be helpful if you're using a shared device or if you don't want others who have access to your device to see your browsing activity.
2. Temporary sessions -  When you use incognito mode, the browser creates a temporary browsing session that is separate from your regular browsing session. This means that any actions you take, such as logging into websites or entering personal information, are not saved for future use. This is handy if you aren’t interested in saving or applying the information from your session (like logging into a website or using a certain credit card).
3. Testing, QA, or troubleshooting - Incognito mode can be useful for testing websites or troubleshooting browser-related issues. Since it doesn't store cookies or cached files, it allows you to see how a website behaves or loads without any previous data affecting the results. This lack of data is an important feature for developers and other people testing digital elements.

The most common reasons for browsing in private are:

• Shopping - Incognito mode prevents retargeting ads that could be a nuisance or even spoil a surprise. Retargeting ads have become incredibly common in the marketing mix and many people find them annoying or even predatory.
• Public devices - You never want your user or login data to be saved to a local device that other people have access to. That means when using a library computer or other device that you don’t personally own, private browsing is smart.
• Anonymous browsing - As this article will point out, incognito is not fully anonymous, but it does prevent sites from accessing your regular browsing data. It’s harder to identify you and won’t save a history from that session that can be linked to you, so you’re likely to get less targeted ads or other pop-ups.

It's important to note that while incognito mode provides some privacy benefits, it does not make you completely anonymous online. Your internet service provider (ISP), websites you visit, and other third parties may still be able to track your online activities. Additionally, incognito mode does not protect you from malware or secure your connection. For enhanced privacy and security, you may want to consider using additional tools such as virtual private networks (VPNs) or browser extensions that offer more comprehensive privacy features.

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How Does Incognito Mode Work?

Let’s break down how incognito mode really works.

1. Disabling history - When you open a new incognito window, the browser disables the recording of your browsing history. This means that the websites you visit and the pages you view will not be saved in your browsing history.
2. Not saving cookies - Cookies are small files that websites use to store information about your browsing session. In incognito mode, the browser does not save cookies from your session. This means that when you close the incognito window, all cookies associated with that session are deleted.
3. Clearing cached files - Cached files are temporary copies of website data stored on your device to improve page loading speed. In incognito mode, the browser does not save these cached files, ensuring that no traces of your browsing activity are left on your device.
4. Disabling extensions - Some browser extensions or add-ons can track your browsing activity or collect data. When you use incognito mode, many extensions are disabled by default to enhance privacy and prevent tracking.
5. Separating sessions -  Incognito mode creates a separate browsing session that is isolated from your regular browsing session. This means that any actions you take in incognito mode, such as logging into websites or making changes to settings, do not affect your regular browsing session.

Despite these measures, we’ll again reiterate that incognito mode does not provide complete anonymity or privacy on the internet. It only prevents certain data from being saved locally on your device. Websites, advertisers, your internet service provider (ISP), and other third parties can still track your online activities through methods such as IP address tracking and browser fingerprinting.

What’s Private in Private Browsing?

When it comes to online activities, privacy is a top concern for many users. In an effort to protect their personal information and browsing habits, individuals often turn to private browsing or anonymous browsing. While these terms are sometimes used interchangeably, it is important to note that there are distinct differences between the two. In this article, we will explore the concept of private browsing and compare it to anonymous browsing, shedding light on the data that is retained or erased in each mode.

Comparing Private Browsing and Anonymous Browsing

Private browsing, also synonymous with incognito mode in some browsers, is a feature that allows users to browse the internet without leaving a trace of their online activity on their device. Here are some key points to consider when comparing the data that starts in and is erased by the end of a private browsing session:

1. Browsing history - In private browsing, previous browsing history is typically still available, but no new history will be saved to the device. This means that while your past browsing sessions may be accessible, your current session remains private.
2. Cookies - Browser-based cookies saved to the device will not transfer over to the private browsing session. Additionally, any new cookies generated during the session will be automatically deleted once the browsing window is closed. Some browsers, such as Chrome and Safari, even offer the option to manually block third-party cookies for enhanced privacy.
3. Site data - Normally, when you visit a website, certain data is saved on your device to enhance your browsing experience. In private browsing, this site data is erased once the browsing window is closed. This ensures that no traces of your visit are left behind.
4. Bookmarks and form data - Most browsers provide the convenience of accessing previously saved usernames, passwords, and bookmarks during a private browsing session. However, any new data generated in the session, such as form submissions, will not be saved.

While private browsing offers a certain level of privacy by not leaving a local trace of your online activity, it is important to understand that browsing anonymously is not the same as browsing privately. Anonymous browsing refers to the use of tools or services that conceal your identity and make it difficult for websites to track your online behavior. This requires extra steps beyond simply opening a private or incognito window for browsing.

At the end of the day, you’ll get better results if you understand the difference between private and anonymous browsing. While private browsing is a useful feature that allows users to browse the internet without leaving a trace of their activity on their device, anonymous browsing involves additional measures to protect one's identity and online behavior. By understanding the distinctions between these two modes, users can make informed choices about their online privacy and security.

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What Isn’t Private in Private Browsing?

The term “private” can sometimes mislead people. Simply choosing private mode does not mean that you are moving through the digital landscape completely unseen or untraceable. Rather, it’s important to understand that private browsing does not make you completely anonymous or invisible online. Here are some aspects to consider in gauging true privacy:

1. IP tracking - When you engage in private browsing, your IP address and online activity are still visible to websites, search engines, and your internet service provider (ISP). Private browsing does not hide your IP address or make you anonymous on the internet. It only prevents the local device from storing browsing history, cookies, and other data.
2. Browser finger-printing - Websites can still track you through methods other than cookies. Browser fingerprinting techniques can identify your device configuration and track your online activities. These techniques analyze aspects such as browser version, installed plugins, screen resolution, and fonts, creating a unique fingerprint that can be used to track your browsing behavior.
3. Logins - If you log into an online account or service while in private browsing mode, the website can still associate that activity with your user profile and track you on their back-end. Private browsing only prevents the local device from storing data, but it does not prevent websites from tracking your activities within their own systems.
4. CPU tracking - Employers or network administrators may use tracking software that can monitor your internet traffic and browsing activity on their network, even if you are using private browsing. This means that while your local device may not retain browsing data, the network administrator can still see the websites you visit.
5. Downloads - Any files you download or bookmarks you create during a private browsing session are still stored locally on your device. It is important to remember to clear your downloads and delete any bookmarks created during a private browsing session if you want to maintain complete privacy.
6. Ad tracking - Within a single browsing session, advertisers can still track your online behavior and target you with personalized ads based on your activities. In other words, private browsing does not prevent ad tracking within a single session.
7. App tracking - Extensions, plugins, or third-party apps that you have installed on your browser may still be able to access and record your browsing data, regardless of whether you are in private browsing mode. It is important to review and manage the permissions granted to these extensions and apps to ensure your privacy. Check your settings and the terms of agreement you signed when installing apps.

While private browsing offers certain privacy advantages by not storing local browsing data, there are very real limitations. Being aware of these can help you to make smarter decisions regarding your privacy online.

Private/Incognito Mode Vs. Regular Browsing

Since so many people ask “how does incognito mode work?”, it’s clear there is still some confusion out there.

Let’s clear up the differences between private browsing and a regular browsing session. Here is a closer look at these two modes and what they offer in terms of privacy.

Private Browsing

We’ve covered most of this, but remember that private browsing simply prevents your browser from storing data locally about your browsing activities. This means that after you close the private browsing window, your browsing history, cookies, cached files, and other data are not saved on your device. This can be helpful if you want to keep your browsing activities private from others who may have access to your device.

That being said, recall that private browsing does not make you anonymous on the internet. It does not prevent websites, advertisers, your internet service provider (ISP), or your employer from tracking your online activities. Your IP address and online activity are still visible to these entities, allowing them to track and monitor your internet usage.

Regular Browsing

Regular browsing, as a standard practice, saves all browsing data locally on your device. This includes your browsing history, cookies, cached files, and other data. While regular browsing provides convenience by remembering your preferences and allowing for faster access to websites, it also creates a trail of your online activities.

This browsing data can potentially be accessed by others who use the same computer or have unauthorized access to your device. Regular browsing does not provide the same level of privacy as private browsing when it comes to local data storage.

Encryption and IP Address

Neither private browsing nor regular browsing encrypts your internet traffic or hides your IP address from third parties. This means that your internet service provider, websites, and other entities can still see your IP address and monitor your online activities.

If encrypted browsing is important to you, you’ll want to use a virtual private network (VPN). A VPN creates a secure and encrypted connection between your device and the internet, masking your IP address and protecting your online activities from being tracked or monitored by third parties.

What is a VPN?

A VPN, or Virtual Private Network, is a service that creates a secure and encrypted connection between your device and the internet. It allows you to browse the internet privately and securely by routing your internet traffic through a server located in a different geographical location. This masks your IP address and encrypts your data, making it difficult for anyone to track your online activities or intercept your information.

To get a VPN, you have several options:

• Paid VPN services - There are numerous paid VPN service providers available. These providers offer a range of features and server locations to choose from. Some popular paid VPN services include ExpressVPN, NordVPN, and SurfShark. You can visit their websites, choose a plan that suits your needs, and follow the instructions to set up the VPN on your device.
• Free VPN services - There are also free VPN services available, but they often have limitations such as data caps, slower speeds, or fewer server locations. Some well-known free VPNs include ProtonVPN, Windscribe, and TunnelBear. You can search for free VPN services and download their applications or browser extensions from their respective websites.
• Built-in VPN clients -  Some operating systems, such as Windows, macOS, iOS, and Android, have built-in VPN clients that allow you to connect to a VPN without installing third-party software. These built-in clients may have limitations in terms of server locations and features, but they can be a convenient option if you don't want to install additional software.

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When choosing a VPN, it's important to consider factors such as server locations, connection speeds, privacy policies, and customer support. Paid VPN services generally offer more features and better performance compared to free options. It's also recommended to read reviews and do some research to find a reputable VPN service that suits your specific needs.

And of course, carefully follow the instructions provided by the VPN service to set up and configure the VPN on your device properly.

The bottom line is this: if you hope to remain truly anonymous with complete privacy on the internet, you’ll need to take a few extra precautions. There are tools out there, like VPN systems, that can help with this, but simply choosing to browse incognito is not enough.

For more technology insights, tips, and trends, make sure to follow our blog. Our experts break down the best ways for you to leverage Shift’s app-integrated browser as well as make the most of other tools out there.