A lot of your customers might be blocking Google Analytics

September 1, 2021

We use Google Analytics all the time to help content teams perform their best. The Ercule team has spent huge amounts of time learning the ins and outs of Google Analytics. But we’re not big fans.

For a while now, we’ve been telling marketers to prepare (gradually) for a future without Google Analytics.

This recent study suggests that in some cases, especially at developer-oriented companies, many or most users are blocking Google Analytics Javascript. Which means GA gives no data on those users.

Google Analytics will be replaced by other technologies, most of which don’t rely on JavaScript but instead measure traffic directly from the web server. (And to be fair, the study linked above was produced by one of those companies, so you can take it with a grain of salt.)

🏄 What you can do

You don’t have to do anything quite yet. In fact, you shouldn’t.

For starters, keep these Google Analytics mantras in mind:

  • Google Analytics is estimates, not gospel
  • Google isn’t your friend

And be strategic: base your content strategy on the unique goals and values of your business – then refine it with data. (Not the other way around.)

That’s how we do it for clients: by first focusing on the relevance of keywords to a business. After that’s decided, we start consulting the GA data.


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