Do ad blockers really block data to Google Analytics?

Ad-blockers are used by 42.7% of global internet users as of 2023, leading to significant revenue losses for publishers, estimated at over $35 billion in 2020. These tools, like uBlock Origin and Adblock Plus, often block Google Analytics (GA4), impacting data accuracy by underreporting visitor numbers. To overcome this, businesses can either ask users to disable ad blockers or switch to server-side tracking. Server-side tracking moves analytics processing to the server, bypassing ad blockers and ensuring data integrity. With evolving privacy regulations and ad blocker usage, businesses must adapt their tracking strategies to maintain accurate insights and compliance.

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