A simple trick to learn how much traffic you don’t see in your analytics reports

As you probably realize, ad-blockers prevent most tracking tools from loading or sending data. Depending on what kind of visitors come to your site, this alone can amount to even more than 50% of traffic. Traffic, that you don’t see.

But that is not all.

If your website has a GDPR-compliant cookie notice, then your visitors can also decline cookies (which stops tracking).

That is a problem in many ways. But I won’t dwell about them right now. Instead, I will tell you…

How to check how much traffic you are NOT tracking

You need 2 things:

  1. A contact form, a newsletter subscription form or an online store
  2. A tracking tool

And this is what you do:

  1. Set up your tracking tool to track visitors who submit a contact form on your site, subscribe to a newsletter or make a purchase
  2. Wait until you get at least 50 form submissions or purchases
  3. Check how many of those submissions or purchases were tracked by your tracking tool. The percentage you get will tell you how much traffic your tracking tools can’t see.