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Internet Marketing,  Search engine industry

Blockmetry Tests Show Analytics Blocking is Real

When Geology.com beta tested Blockmetry, their discoveries were surprising.  The website depends on its ad revenue for survival and like other web properties that do, ad blocking software is a growing issue.

“While using Blockmetry, we learned that ad blockers were removing about 30% of the ads served on Geology.com. We never expected the number to be that high.” — Source: Why Webmasters Should View Their Sites With an Ad Blocker

Blockmetry, new software being developed by ex-Googler, Pierre Far, was announced quietly in March 2016 and picked up by Cre8asiteforums. Today, the company is starting to get the word out.

Blockmetry trouble shoots.  News and educational sites, for example, track ad blockers, analytics, privacy invasion and more but may not be receiving accurate data.   And, they are unaware they are not.  From the website:

 “Blockmetry is a pipeline to accurately measure content blocking rates, and, optionally, react. This includes adblocking and analytics blocking.”

Pierre wrote in a new discussion at Cre8asiteforums:

“Analytics blocking is real, and should be on everyone’s radar. Germany had 20% analytics blocking in August (pause and let that sink in a bit….), and other central/western European countries are not far behind. Depending on your visitors, you may already have a huge problem (or not) but you just can’t know it. Forbes calls it a silent problem (as with any data loss).”

Several community members have spent the past several days exploring it.  As one person wrote, “Blockmetry is definitely a must have for third party ad network publishers and a should have for every web site analytics package.”

Ad blocking is not just ad blocking.  Content is also blocked. Geology.com’s testing found some content being blocked by background color and/or by the width of the content block like 468 pixel. Site owners tracking the trackers use various processes such as Ghostery lists and Lightbeam, which visualizes the relationships between third party ads sites, include social Facebook and Google. Some privacy tools block spying ads, invisible trackers and have a side effect of blocking many ads.

Blockmetry analyzes just the specific HTML where an ad is expected to be placed, and also the JavaScript to see if the analytics code loaded correctly.  It can track individual URLs, sections of a site or site-wide ad placement.  How Blockmetry’s code is applied to a website is customized.

Pierre is answering questions at Cre8asiteforums.  To learn more, there are several case studies posted.