Chrome Incognito mode: what it hides and what it can't

Why did Google change the Incognito warning?

In 2020 users took the issue to a US court. They accused Google of collecting data during "private" browsing, and argued that many people believed Incognito made them fully anonymous. Google settled, and at the end of 2023 it accepted a payment of 5 billion dollars. One result was a longer notice when you open an Incognito window.

The old message was short. It said other people using your computer would not see the pages you visited. The new one adds that websites and the services they use, Google's included, can still collect data about your activity. The expanded notice has been shown worldwide since stable Chrome 122.

What does Incognito mode actually do?

In Incognito, Chrome does not save your browsing history, cookies, site data or information typed into forms. Downloaded files, bookmarks and Reading List items stay saved, though.

Your activity can still be visible to the websites you visit, to your employer or school, and to your internet provider. Incognito does not block analytics or ad mechanisms on the sites themselves. Its main job is that no local history remains once you close the window.

So it is handy for a shared laptop or a gift search you want to keep quiet. Just don't count on it for anonymity.