Google Analytics blocking methods, solutions, and tests in 2024

Google Analytics (GA) faces mounting challenges from various blocking methods. Recent insights from two industry experts, Himanshu Sharma and Jason, illuminate the current state of GA blocking, offering valuable perspectives on what's causing blocks, how to address them, and crucial testing methods.

What's blocking Google Analytics?

According to Jason's analysis published on August 14, 2024, several factors contribute to GA blocking:

1. Browser-based blocking:
   • Jason notes that Brave browser has become a leading GA blocker, second only to the AdBlock Plus family.
   • Firefox and Safari's Private Browsing modes offer increased protection against tracking, though they don't block GA by default in standard modes.
2. Ad blockers:
   • Jason's report highlights that popular extensions like AdBlock Plus, uBlock Origin, and "Adblock for YouTube" block GA.
   • The analysis reveals approximately 250 million users have some form of blocker installed, with about 129 million users having blockers that block GA by default.
3. Other blocking methods:
   • Jason identifies additional blocking methods, including standalone ad-blocking apps (e.g., 1Blocker for MacOS/iOS), mobile browsers with integrated blockers (e.g., DuckDuckGo Private Browser), DNS-based network-wide solutions (e.g., Pi-hole), and VPNs with built-in blockers (e.g., NetShield from ProtonVPN).

How to address GA Blocking

While completely preventing GA blocking is challenging, both experts offer strategies to mitigate its impact:

1. Server-side tracking:
   • Himanshu Sharma, in his October 6, 2024 post, emphasizes the importance of server-side tracking to reduce reliance on client-side scripts.
   • This method, according to Sharma, is more resilient against ad blockers and browser restrictions.
2. First-party cookies:
   • Jason's analysis suggests using first-party cookies instead of third-party cookies for tracking, as they are less likely to be blocked by privacy-focused browsers and extensions.
3. Consent management:
   • Both experts implicitly support robust consent management to comply with privacy regulations, offering users clear choices about data collection.
4. Alternative analytics tools:
   • Jason's report mentions the possibility of using privacy-focused analytics tools that may be less likely to be blocked, including those offering cookieless tracking options.
5. Education and transparency:
   • While not explicitly stated by either expert, the overall context of their analyses suggests the importance of clearly communicating to users about analytics usage and providing easy opt-out options to build trust.

How to test for GA Blocking

Testing for GA blocking is crucial to understand the extent of data loss and the effectiveness of solutions. Himanshu Sharma shared a critical testing method on October 6, 2024:

1. Disable client-side tracking:
   • Sharma advises blocking or disabling the client-side Google Tag Manager (GTM) container to isolate server-side tracking for testing.
2. Check event passing:
   • According to Sharma, verify which events are being passed without the client-side GTM and identify any dependencies on client-side scripts that need addressing.
3. Cross-browser testing:
   • Sharma recommends using various popular web browsers to test your server-side tracking setup, paying special attention to privacy-focused browsers like Brave.
4. Simulate blocking scenarios:
   • Sharma suggests using different ad blockers, VPNs, and privacy tools to simulate real-world blocking scenarios, helping validate the robustness of your server-side implementation.
5. Monitor data discrepancies:
   • While not explicitly stated by Sharma, the context of his advice implies the importance of comparing data from periods with and without client-side tracking enabled to understand the impact of blocking on analytics.

The importance of comprehensive testing

Sharma emphasizes that 99.99% of GA4 users make the rookie mistake of not testing server-side tracking by blocking client-side GTM containers. This oversight, he warns, can lead to incomplete data and a false sense of tracking accuracy.

Jason's analysis complements this view, highlighting the complex ecosystem of blockers and the need for thorough testing to ensure accurate data collection.

Key Facts

• Jason's report shows Brave browser as a leading GA blocker, second only to AdBlock Plus.
• According to Jason's analysis, approximately 250 million users have some form of blocker installed.
• Jason reports 129 million users have blockers that block GA by default.
• Both experts implicitly support server-side tracking and first-party cookies as effective strategies to mitigate blocking.
• Sharma emphasizes that disabling client-side GTM containers is crucial for testing server-side tracking accuracy.
• Both experts' insights underline the importance of cross-browser testing, especially with privacy-focused browsers, for comprehensive analytics validation.