---
slug: adblocker
title: "How do ad blockers affect measurement?"
category: datenqualitaet
locale: en
updated: 2026-10-15
keywords: ["ad blocker","ITP","browser","data loss","blocked"]
questions: ["Do I lose data to ad blockers and browser protections?","Ad blocker blocks tracking","ITP and cookies","Data loss in the browser"]
url: https://bench.metrunio.com/en/help/adblocker
---

# How do ad blockers affect measurement?

**Do I lose data to ad blockers and browser protections?**

Ad blockers and browser protections cost part of the browser signals, as with any client-side measurement. Metrunio does not circumvent these protections. Conversions can instead be reported server-side, where the browser plays no part.

- Impressions and viewability measurement also run in the browser, inside the ad; a blocker can intercept them just the same.
- Short-lived storage shortens the lifetime of the pseudonymous first-party ID.
- Server-reported conversions are unaffected, but the linking then needs an identifier passed along.

> **Caution:** We do not circumvent browser protections and use no fingerprinting. The gap is not filled by calculation. What the blocker intercepts never reaches Metrunio; the gap becomes visible where your shop reports orders from the server: an order without a measured touchpoint shows as “unattributed”.

## Also asked

- Ad blocker blocks tracking
- ITP and cookies
- Data loss in the browser

## Related

- https://bench.metrunio.com/en/help/server-events-api
- https://bench.metrunio.com/en/help/messgrenzen
- https://bench.metrunio.com/en/help/warum-plattformzahlen-abweichen