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The Blockthrough Blog

The Case For Dedicated Adblock Analytics In 2019

Mar 5, 2019 7:30:00 AM

PageFair Adblock Analytics vs. Google Analytics: Why PageFair’s Adblock Analytics is Better Than a Google Analytics Hack for measuring the Impact of Adblock on Your revenue

“Knowing is half the battle.”

More than just a tagline aimed at kids that watched the G.I. Joe cartoon in the 80s, it’s relevant to yield ops, ad ops and other people tasked with manning the front lines of publisher monetization.

Knowing how many of your site’s visitors are using adblockers and how much revenue you could stand to lose (or recover) is half the battle when it comes to hitting your quarterly and monthly revenue goals.

The problem is that by default, most adblocking software doesn’t just block ads -- it also blocks the tracking signals that come from page-based analytics solutions like Google Analytics, too.

Measurement challenges aside, adblock use is still rising -- just over one quarter of US internet users are using an adblocker. Add to this revenue loss the fact that media companies are losing control of their users and data to technology platforms. Simply put, publishers can’t afford to leave any revenue on the table especially when the technology exists today to not only recover a respectable 70% of your blocked revenue but also enjoy a 99.9% uptime for consistent monetization.

Option 1: Hacking your way into understanding your adblock rate

There are a few DIY ways to find out if your analytics are skewed by adblockers, including implementing and sending server-side traffic information to Google Analytics, and renaming Google Analytics scripts in your page’s back-end to try and bypass adblocking software.

While helpful for getting a clearer picture of your site traffic overall, these hacks aren’t foolproof -- nor do they give you an accurate read of your adblock revenue recovery opportunity.

There are also ways to force tools like Google Analytics and Adobe Analytics to help you understand your adblock rate. Analytics vet and Google Digital Marketing Evangelist Avinash Kaushik shared this solution back in 2016, which includes defining and implementing plugins into Google Tag Manager (GTM).

Adblock Tracking With Google Analytics -

(Image source: Occam’s Razor)

Or this one from European digital marketing and analytics expert Julien Coquet, which also involves jerryrigging Google Analytics, GTM and your website’s source code.

(Image source: JulienCoquet)

The caveat is that there’s no guarantee that these particular hacks are ideal for your website, nor are they scalable solutions for a large publisher with multiple domains, a high volume of e-commerce or affiliate-driven traffic, or any number of unique infrastructure considerations.


Option 2: PageFair Adblock Analytics makes it easy

Fortunately, there’s a simple solution: PageFair’s free Analytics.

With PageFair Analytics, you can view your adblocked pageviews and segment your adblock traffic according to geo and device type for a more comprehensive look at the magnitude of your adblock problem  -- in a clean, easy-to-read dashboard.


And aside from adding an initial tag, there’s no heavy lifting or hacking required to get started.


Accurate adblock analytics have become table stakes in the realm of smart publisher monetization -- much like understanding which demand partners in your header are delivering the highest yield, or which articles and topics are attracting the highest-converting users.

PageFair Analytics tool is a free, easy-to-implement option for getting a read on how many of your users (if any) are using adblockers. If you do discover a high adblock rate, you can chat with PageFair’s new owner, Blockthrough about recovering upwards of 70% of revenue lost to adblockers by clicking here.

On a side note: Here’s our technical take on the importance of having a dedicated adblock analytics