Incognito Mode Is Not "Secret"
Chrome's "Incognito Mode," Safari's "Private Browsing," Firefox's "Private Window." The names alone give the impression that whatever you do online will remain invisible to everyone. However, the protection incognito mode actually provides is far narrower than most people assume.
What Incognito Mode Actually Does
Incognito mode performs only these 3 things:
- Doesn't save browsing history: When you close the incognito window, the history of pages you visited is erased
- Doesn't save cookies: Cookies are deleted when the window is closed. Your login state won't persist on the next visit
- Doesn't save form input data: Search history and form autofill data are not retained
In other words, incognito mode is a feature that prevents "other people using the same device" from seeing your browsing history. It's handy when searching for a surprise gift on a shared family PC.
What Incognito Mode Does NOT Do
This is the critical part. Incognito mode does not prevent the following:
- Your ISP can see your destinations: Even in incognito mode, your ISP (Internet Service Provider) can log which sites you visit. ISP data collection cannot be blocked by browser settings
- Your employer or school network admin can see your traffic: If you're using a workplace or school network, administrators can monitor your destinations
- Websites know your IP address: If you visit IP Check-san in incognito mode, the same IP address as in normal mode will be displayed
- Browser fingerprinting still works: Screen resolution, fonts, browser settings, and other attributes can identify you even in incognito mode
- Downloaded files remain: Files downloaded in incognito mode are saved to your downloads folder as usual
- Bookmarks remain: Bookmarks added in incognito mode are not deleted
Google's $5 Billion Lawsuit
In June 2020, Google was hit with a class-action lawsuit over incognito mode. The plaintiffs alleged that Google was "collecting user browsing data even in incognito mode," and sought at least $5 billion in damages on behalf of people who had browsed privately since 2016.
The two sides reached a settlement in principle at the end of 2023, and the terms became public in April 2024. The point worth noting is that the settlement involves no money changing hands: there is no settlement fund and no claim form. What Google agreed to instead was deleting or de-identifying billions of incognito-related records collected since 2016, and rewriting the incognito screen so that users are told more plainly that data can still reach Google while they browse privately. The lawsuit made headlines for its dollar figure, but what it actually settled was how the data is handled and how the mode is explained.
If You Truly Want to Protect Your Privacy
Incognito mode alone is insufficient. If you genuinely want to protect your online privacy, combine the following measures:
- VPN: Hides your destinations from your ISP and network administrators
- DNS over HTTPS: Encrypts DNS queries to protect the domain names you access
- Ad tracking protection: Blocks third-party cookies and trackers
- Tor Browser: A browser built specifically for anonymity. Encrypts traffic through multiple layers and conceals your IP address
Summary
Incognito mode is a feature designed to prevent family members from seeing your browsing history on a shared device - it does not provide anonymity on the internet. Your ISP, network administrators, and websites can still track your activity even in incognito mode. Try checking your IP address on IP Check-san in both incognito and normal mode. You'll see the same IP address displayed.
Related Terms
Frequently Asked Questions
Does incognito mode make me completely anonymous?
No. Incognito mode only prevents your browser from saving your browsing history, cookies, and form data locally. Your ISP, network administrator, and the websites you visit can still see your activity. Your IP address remains visible, and browser fingerprinting still works.
Does incognito mode hide my IP address?
No. Incognito mode does not change or hide your IP address. Websites and services you connect to can still see your real IP address. To hide your IP, you need a VPN or Tor, which are separate from incognito mode.
What was Google's $5 billion lawsuit about?
In 2020, a class-action lawsuit alleged that Google continued to track users' browsing activity even in Chrome's Incognito mode through Google Analytics, ad services, and other tools embedded in websites. The suit sought at least $5 billion in damages. A settlement was reached in principle at the end of 2023 and the terms were published in April 2024, but it includes no payment to users: Google agreed to delete or de-identify billions of records of browsing data and to reword the incognito screen.