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 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." In 2024, Google agreed to a settlement estimated at $5 billion.
This lawsuit prompted a revision of Chrome's incognito mode description. It now reads more accurately: "Others who use this device won't see your activity. However, downloads, bookmarks, and reading list items will be saved."
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: The most powerful anonymization tool. 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.