Many internet users believe that using Chrome's Incognito Mode or Safari and Firefox’s Private Browsing keeps their online activity completely hidden.
But cybersecurity experts say the reality is more complicated. Private browsing does offer some protection—but far less than most people assume.
Incognito Mode exists to hide your browsing activity from people who use the same device. That means no saved history, no stored cookies, and no autofill data once you close the window.
“It primarily protects you against being spied on by people you share your computer with. That’s the main extent of user privacy,” explains János Moldvay, VP of Measurement at Funnel.
In simple terms: It protects your local privacy, not your online anonymity.
What it doesn’t protect you from
Despite the dark window, the spy icon, and reassuring messages, experts stress that Incognito Mode does not make you invisible online.
Moldvay says websites can still see:
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Your device and browser details
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Your IP address
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Your internet service provider
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Tracking scripts
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Any login or account information you enter
While Incognito blocks third-party cookies, websites can still perform browser fingerprinting, a method that identifies users based on technical details.
Why so many people misunderstand it
One major reason for confusion is the branding.
“Chrome has Incognito, Edge has InPrivate, and both Firefox and Safari call it Private Browsing,” says Lee Gilbank, Co-Founder and Director at YorCyberSec. “Three out of four literally say ‘private’, so it’s easy to see why people assume that means total privacy.”
Visual cues—like the dark theme and pop-ups announcing blocked cookies—reinforce that illusion.
This misunderstanding has been so widespread that Google has faced lawsuits from users claiming they were misled about the level of privacy Incognito Mode offers.
How to browse with more privacy
If your goal is deeper online anonymity, experts suggest going beyond Incognito.
Browsers like:
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Brave
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DuckDuckGo
block trackers, cookies, and sometimes even mask your IP address by default.
“To avoid exposing your IP address or ISP details, use a VPN,” Gilbank advises. Whether built into a browser or as a dedicated service (NordVPN, ExpressVPN, ProtoVPN), a VPN hides your location and makes it harder for websites to track you.
However, VPNs come with trade-offs:
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Slower speeds
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Limited functionality on some sites
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Websites that block VPN traffic
