Check the impact for your website(s)

Before we start, hereby some general numbers to show the world-wide impact:

0 %
Of desktop users use a browser with tracking prevention
0 %
Of all internet users globally use an ad-blocker

Next step: how to make a more exact estimation about how much data your website(s) are missing due to browsers and adblockers.

See the impact of ITP (Safari)
in Google Analytics

Because Intelligent Tracking Prevention (ITP, in Safari) limits cookies’ lifespans, the percentage of unknown website visitors via Safari will suddenly appear much higher. This quickly becomes clear when you compare the (probably much higher) percentage of unknown ‘new’ Safari users with the percentage of ‘new’ Chrome users in Google Analytics.
Tip: Use the TraceDock ITP impact tool

With the TraceDock ITP impact tool, you can easily see the impact of ITP for your website(s) in Google Analytics. Safari users will not be visible 7 days after they first visited your website.

Estimate the impact of browsers with tracking prevention or adblockers

Ad blockers and Tracking Prevention in the Firefox, Edge, Opera, Brave and Vivaldi browsers results in Google Analytics showing fewer transactions and other interactions with (potential) customers. This quickly becomes clear when you compare the Google Analytics data to your CRM information. How many of the transactions, downloads, discussions, lead conversions and other interactions recorded in your CRM are not reflected in your Google Analytics data?

Unfortunately we are not able to exactly show the impact of browsers with built-in blocking technology. Contrary to ITP, of which the data loss can be seen in Google Analytics, is not possible to show data loss due to the other browsers Google Analytics: these browsers prevent to send any data towards that platform.

Still, we do have recent market data to give you a good expectation on what to expect.
DESKTOP | 36% of desktop users use a browser with tracking prevention
MOBILE | 37% of mobile users use a browser with tracking prevention
TABLET | 50% of tablet users use a browser with tracking prevention
47% of internet users globally use an ad-blocker

An unknown target group: Internet users that use an ad-blocker

  • Mainly people in their twenties and thirties use adblockers

  • Ads don’t reach your complete audience: for example you think you will reach 50% of all highly educated males, but it’s plausible that you only reach 30% or less due to the use of adblockers

  • Adblocker users spend 3.5 hours more online per week compared to non-adblocker users

  • Offline behaviour is also different: adblocker users read more newspapers and magazines, and watch less tv

Looking for more information?
At TraceDock we try to be as open and clear as possible about the service that we have built: more information can be found at the publications page.

If you want to know even more, we are happy to answer all your questions during a personal demo. Do you already work with an online (marketing) agency? Check if they are already a TraceDock partner and ask them about our service.

Thank you

We will contact you as soon as possible.