- Incognito mode only deletes local data: it does not hide your IP address or activity from websites or providers.
- Browsers like Brave, Firefox, Tor, or Librewolf offer better privacy protections by default.
- Combining a well-configured browser, ad blockers, a password manager, and a VPN significantly strengthens security.
- Managing cookies, search engine, and usage habits is key to reducing tracking and intrusive advertising.
The way we use our browsers today makes all the difference between protecting our personal data and giving it away . Every tab we open, every search we perform, and every video we play leaves a trail that companies, advertisers, and even cybercriminals can try to exploit.
For years we've relied on the default settings of browsers like Chrome, Safari, Edge, and Opera, thinking that simply activating private or incognito mode was enough. The reality is quite different: browser privacy depends on many more factors : internal settings, extensions, cookies, the chosen search engine, VPN use (or not), and even the device we're using.
What incognito mode actually does (and what it doesn't)
Incognito mode, or private browsing, in browsers like Chrome, Firefox, and Safari has been marketed as a way to browse without leaving a trace on your device , but it's important to understand its limitations to avoid unpleasant surprises. If you want to learn more about what it is and how to activate it in each browser, see " What is Incognito Mode and How to Activate It ."
When you open an incognito window in Chrome, it starts a browsing session separate from your regular tabs . This session temporarily stores certain data (cookies, site data, basic cache) and deletes it when you close all incognito windows.
While you're in incognito mode, Chrome doesn't automatically sign you into your Google account or other web accounts , and that can help a little to reduce the direct link between your identity and your activity, but it doesn't prevent websites from collecting information about you through other means.
Very important: although closing Incognito mode deletes cookies and associated browsing history, your saved bookmarks and downloaded files remain on your device. In other words, your favorites are added to your regular browser, and the files stay in your Downloads folder.
Even when using incognito mode, your activity remains visible to your internet service provider , the corporate or educational network you connect through, and of course to the websites you visit (and the third-party services they integrate, such as Google Analytics or advertising platforms).
On a computer, Chrome lets you start an incognito session from the top right menu by selecting "New incognito window" . You can also do this with keyboard shortcuts: Ctrl + Shift + N on Windows, Linux, or ChromeOS, and ⌘ + Shift + N on macOS.
In that window, a distinctive incognito icon appears in the address bar, and by default, third-party cookies remain blocked . If a website isn't working properly because it relies on these types of cookies, you can temporarily allow their use for that site only from the address bar.
The incognito session remains active as long as you have at least one incognito window open. If you open more, they all share the same temporary private session , including cookies and website access during that period.
To close Incognito mode, you must close all open windows in that mode. If you see a number next to the Incognito icon, it means you have multiple active windows, so you'll need to close them one by one until you've exited completely and the associated temporary data is deleted.
Chrome, Edge, and Opera offer privacy settings and extensions that can help, but their business model relies heavily on the massive collection of data for advertising . If you want to make a real leap in privacy, you should look at browsers designed from the ground up with this goal in mind.
Tor Browser: extreme anonymity in exchange for speed
Tor Browser is the classic choice when it comes to online anonymity . It uses the Tor network (The Onion Router) to route your traffic through multiple random nodes, encrypting the data multiple times and making it extremely difficult for anyone to link your activity to your real IP address.
Tor allows access to sites with .onion domains, part of the so-called Dark Web, and provides a level of protection against surveillance and censorship that other browsers cannot match. It includes extensions like NoScript and HTTPS Everywhere, and comes pre-configured to minimize tracking and the device's digital footprint.
The trade-off is speed and compatibility: traffic is routed through multiple relays, which significantly slows down browsing. Furthermore, by blocking many scripts by default , some websites don't load correctly or require manual permissions, which can be confusing for inexperienced users.
Brave has become very popular as an everyday browser thanks to its appealing balance of convenience, speed, and privacy . It's based on Chromium (like Chrome), so the interface feels familiar, but it comes with a built-in ad and tracker blocker (Brave Shields) enabled by default. If you'd like to compare Brave with other alternatives, check out our Brave vs. Vivaldi comparison.
This native blocking eliminates much of the intrusive advertising and tracking scripts, resulting in bandwidth savings and significantly faster loading times on many websites. Brave also forces secure HTTPS connections whenever possible.
It includes advanced features such as an AI assistant (Leo) and a rewards system (Brave Rewards) that allows users to earn BAT tokens by viewing privacy-friendly ads. However, part of its ecosystem revolves around cryptocurrencies and digital wallets , which doesn't appeal to everyone.
On the downside, it doesn't have the same number of extensions as Chrome or Firefox, and to convert BAT tokens into real money you need a bank account or a service that supports KYC (Know Your Customer) verification processes , which bothers some people, especially in a privacy context.
DuckDuckGo started as a search engine focused on not collecting more account, IP, or location data than absolutely necessary, and over time has launched its own privacy-focused browser for desktop and mobile.
This browser uses the DuckDuckGo search engine by default, applies encrypted connections whenever possible , and automatically deletes history and cookies from special windows called "fire windows" (a kind of enhanced private mode).
It includes a code and tracker blocker that activates when it detects third-party scripts attempting to collect data or inject malware . Users can customize which trackers are blocked and which are allowed on each site.
Its interface is simple, minimalist, and designed so you don't have to struggle with a thousand options. However, while it's very privacy-focused, it's not a magic bullet or a perfect solution , and it's still recommended to use it with a VPN if you want to hide your IP address and location from websites.
Firefox: the classic that endures
Mozilla Firefox has been the leading open-source alternative to Chrome for years, with a strong focus on limiting user data collection . The project itself is backed by a non-profit foundation, allowing it to prioritize privacy over advertising. If you're interested in comparing browser performance and usage, check out Firefox vs. Vivaldi.
Firefox includes, enabled by default or configurable, Enhanced Tracking Protection that blocks third-party cookies, fingerprinting scripts, and cryptocurrency miners that some websites try to sneak in in the background.
Every product in the Firefox family adheres to a very clear Personal Data Promise: collect less information, store it with strict security measures, and be transparent about what they do. Their privacy notice explains in detail what technical data they collect and for what purposes.
Another strength of Firefox is its extensive customization options: you can fine-tune privacy settings, disable telemetry, use different profiles, and install a wide variety of security extensions (uBlock Origin, NoScript, HTTPS Everywhere, etc.). However, navigating through all its options and help articles can require some patience.
Librewolf, Ghostery, IceCat and other privacy-focused forks
Around Firefox, derivative browsers have emerged that further refine privacy. One of the best known is Librewolf , a standalone, customized version of Firefox with telemetry disabled, private search engines like DuckDuckGo, Searx, or Qwant by default, and pre-configured uBlock Origin integration.
Librewolf scores very highly on sites like PrivacyTests.org, which analyze the actual protection capabilities of various browsers on both desktop and mobile. Its default settings drastically reduce tracking.
Another example is the Ghostery browser , also based on Firefox, whose main feature is the native integration of the well-known Ghostery extension for blocking trackers, ads, and aggressive pop-ups.
In the GNU ecosystem, GNU IceCat takes the Firefox concept a step further within free software, adding built-in add-ons like SpyBlock, LibreJS (which blocks proprietary JavaScript), and HTTPS Everywhere, along with various countermeasures against digital fingerprinting . However, it can be somewhat cumbersome and complex for those who simply want to browse the web.
If you don't want to give up your usual browser, it's at least worth knowing its strengths and weaknesses in terms of privacy , and how to adjust its internal options to minimize exposure.
Google Chrome is fast, well-known, and compatible with almost everything, but it collects and associates a vast amount of usage data to fuel its advertising business. History, searches, visited sites, device identifiers—virtually everything is used to target ads , unless you consciously limit it in the settings.
Microsoft Edge , the successor to Internet Explorer and also based on Chromium, integrates with your Microsoft account and Windows. It's closed-source, less transparent, and its privacy features don't compare to the best alternatives . It might be useful as a temporary solution until you download another browser, but little more, especially if you're concerned about data collection.
Safari , Apple's browser for macOS, iOS, and iPadOS, operates on a business model less focused on advertising and typically incorporates reasonable tracking protections . However, it has faced controversy: cases where it stored browsing history for longer than advertised and even collected activity in private browsing mode have raised concerns among some users.
Opera was an attractive option for years, but after its acquisition by a Chinese company, its privacy policy changed, and the popular integrated VPN no longer offers full system-level encryption . Furthermore, its data handling practices and lack of clarity in its terms of service mean it's no longer a top recommendation if you're looking to minimize tracking.
Private search engines and why they matter
Your browser is only one part of the equation: the search engine you use also determines how much your daily activity is profiled . Google Search delivers excellent results, but it builds a detailed history that is used to personalize ads and content.
A search engine like DuckDuckGo focuses on displaying relevant results without creating a complete personal profile. While it keeps some search history, it doesn't associate that data with your IP address, precise location, or identity , and it limits the information that third parties can link to you.
Other private search engines like Qwant or Searx/SearxNG, widely used in browsers like Librewolf or IceCat, offer similar approaches: less permanent data, less aggressive personalization , and more anonymity on a daily basis, in exchange for giving up a certain level of ultra-refined results based on your history.
A very common mistake is believing that incognito mode alone hides your identity. The reality is that, even in private browsing, websites can see your real IP address and approximate location , and your internet service provider still knows which domains you visit. If you need to check this, see how to find your public IP address and what it means.
A virtual private network, or VPN, encrypts all traffic between your device and the servers of the company providing the service, creating a kind of "tunnel" through which your data travels. From the outside, it's only visible that you're connected to the VPN, but not what websites you visit or what information you exchange.
The best VPNs use distributed server networks and robust encryption protocols, so any attempt to intercept communication will encounter unreadable data. They also hide your real IP address behind the VPN server's IP , making it difficult to trace your visits back to your home or mobile connection. Discover the best security features in a VPN.
By combining a well-configured browser (Brave, hardened Firefox, Tor, etc.) with a VPN, you take your privacy to the next level: trackers have less material to profile you, and your internet provider loses visibility into your specific activity , although they will still see that you are connected to a VPN.
In addition to choosing the right browser, you can enhance it with specific privacy and security extensions , always being careful not to install just anything without checking reviews and permissions.
Ad blockers like uBlock Origin or similar remove banners, videos, and aggressive formats that, in addition to being annoying, are often loaded with tracking scripts and, in the worst cases, malicious code.
Browser-only VPN extensions encrypt traffic within that program without affecting the rest of your system. They're useful for specific tasks, but they don't completely replace a full VPN if you want to protect all your applications.
Code blockers or script blockers ( like NoScript) let you choose which parts of a page's code are executed. This can stop many advanced tracking attempts, but it also requires fine-tuning permissions, because some sites will stop working if you block too much.
A good password manager (built into your browser or external) helps generate long, unique passwords for each service and prevents you from reusing the same password everywhere. However, storing passwords in your browser itself can be risky if you share a computer with someone who could access your profile or synced account.
Even if you don't change your browser, it's a good idea to spend a few minutes reviewing and adjusting its internal settings . Most include easily accessible privacy and security sections.
In Google Chrome , the three-dot menu (top right corner) leads to "Settings" and, within that, to the "Privacy and security" section. From there you can control cookies, history, site permissions, safe browsing , and activity associated with your Google account.
In Firefox , the three horizontal lines menu gives you access to "Settings" and then to "Privacy & Security." There you'll find options to choose your tracking protection level, manage passwords, forms, history and site data , as well as the telemetry that Mozilla may collect.
In Safari for macOS, the top menu “Safari > Settings” displays tabs such as “Privacy” and “Security.” There you can block third-party cookies, prevent cross-site tracking, and manage data stored by websites quite easily.
In Microsoft Edge , the three-dot menu leads to "Settings," where you'll find the "Privacy, search, and services" section. From there, you can determine the level of tracking allowed, your browsing history, cookies, and how ads and content are personalized based on your data.
Cookies, tracking technologies and how to manage them
Much of the conversation about browser privacy revolves around cookies and similar technologies (local identifiers, in-app storage, etc.), which are used for everything from remembering sessions and measuring statistics to displaying personalized advertising and protecting access to accounts.
Functionality cookies enable basic functions such as keeping your session open, remembering your language, shopping cart contents, or player preferences. These are the typical cookies with names like NID, _Secure-ENID, PREF, or pm_sess, with expiration dates ranging from minutes to several months.
Cookies and security tokens verify that it is indeed you who is logged in, block session hijacking attempts, and prevent automated attacks. Examples include SID and HSID in Google accounts, or identifiers designed to detect fraud, spam, and abuse on platforms like YouTube or advertising networks.
Analytics cookies are used to understand how users interact with a website or app: which pages they visit most often, how long they spend on them, what devices they use to access them, etc. Tools like Google Analytics use cookies such as _ga to distinguish visitors without needing to identify them by name and surname, although the data set can be very detailed.
The most sensitive part is advertising and personalization cookies , which are used to build profiles, segment ads, limit how often you see a campaign, and measure conversions. Identifiers such as IDE, id, DSID, _gads, _gcl_, or VISITOR_INFO1_LIVE allow the advertising network and other services to know which ads you saw, on which sites, and whether you ended up buying something.
While you can opt out of many of these cookies through consent notices or pages like g.co/privacytools for Google, and also through your browser settings, there isn't yet a universal button that all sites fully respect. Therefore, combining manual management with tracker blockers remains a good idea.
Beyond the tools, your daily habits have a significant impact on the privacy you actually achieve. Small changes make a big difference in how easy it is to track you or hack into your accounts.
If you use a mobile device, remember that your connections usually go through public Wi-Fi or mobile networks , where the risk of spying is higher. Using browsers with versions specifically designed for iOS and Android (Firefox, Brave, DuckDuckGo Browser, etc.) and, if possible, a reliable VPN, significantly reduces this risk.
Avoid storing all your passwords in your browser without additional protection. Many browsers store them in a format that, if someone gains physical access to your device or account, could easily extract them . A dedicated password manager, with a strong master password and, even better, two-factor authentication, is a more robust alternative.
Take the opportunity to occasionally review the history and activity settings of the services you use (for example, Google's activity settings) to pause what you don't need to be saved , such as location history, YouTube activity, or certain browsing logs, and check how to delete your router's history if you're concerned about your home network's footprint.
Finally, consider using browser compartmentalization : use one browser (or profile) for your important personal accounts, another for social media, and perhaps an extra one for shopping or more sensitive searches. This prevents a single session logged into Facebook, Google, or similar sites from tracking you across the web. If you want to learn how to implement this, see how to use multiple browsers simultaneously.
Privacy in the browser doesn't depend on a single miracle button, but on a combination of choices: which browser and search engine you use, what level of tracking you allow, whether you rely on extensions, VPNs and private browsing, and what habits you maintain when using the Internet; by knowing the tools and their limits well, it is possible to browse with much more peace of mind and leave much less trace than strictly necessary.
