--- title: "Do Ad Blockers Block Conversion Tracking? 6 Tested | Product Metrics" description: "Do ad blockers block conversion tracking? uBlock Origin, Brave, AdGuard and 3 more tested on Google Ads, GA4, Meta and 7 tags, plus what it costs your ROAS." canonical: "https://www.productmetrics.io/ad-blocker-conversion-tracking" pageType: feature language: en publisher: "Product Metrics" dateModified: 2026-10-07 image: "https://www.productmetrics.io/og/ad-blocker-conversion-tracking.png" --- > Content index: https://www.productmetrics.io/llms.txt # Which ad blockers block your conversion tracking? Yes. Of 10 standard tags, uBlock Origin stopped 10, Brave 10, AdGuard 8, VPN / DNS 4 and AdBlock 1, and Safari ITP cut their cookies to 7 days. Product Metrics: Full Signal Server-side Tracking got through all 6. - **Product Metrics: Full Signal Server-side Tracking.** Gets through all 6 - **Standard tags.** Stopped or cut by all 6 (Google, Meta, ProfitMetrics and 7 more) Five blockers stop standard tags, and Safari ITP cuts their cookies to 7 days. Product Metrics: Full Signal Server-side Tracking gets through all 6. What gets through: | Tag | uBlock Origin | AdBlock | Brave | AdGuard | VPN / DNS | Safari ITP | | --- | --- | --- | --- | --- | --- | --- | | Product Metrics: Full Signal Server-side Tracking | Gets through | Gets through | Gets through | Gets through | Gets through | Gets through | | Google Tag Manager | Blocked | Gets through | Blocked | Blocked | Gets through | 7-day cookie | | Google Analytics 4 | Blocked | Gets through | Blocked | Blocked | Blocked | 7-day cookie | | Google Ads tag | Blocked | Gets through | Blocked | Blocked | Gets through | 7-day cookie | | Google Ads conversion | Blocked | Gets through | Blocked | Blocked | Partly blocked | 7-day cookie | | ProfitMetrics | Blocked | Gets through | Blocked | Gets through | Blocked | 7-day cookie | | TrackBee | Blocked | Gets through | Blocked | Gets through | Gets through | 7-day cookie | | Meta Pixel | Blocked | Blocked | Blocked | Blocked | Gets through | 7-day cookie | | Microsoft Advertising UET | Blocked | Gets through | Blocked | Blocked | Gets through | 7-day cookie | | TikTok Pixel | Blocked | Gets through | Blocked | Blocked | Blocked | 7-day cookie | | Pinterest Tag | Blocked | Gets through | Blocked | Blocked | Gets through | 7-day cookie | _Partly blocked: the conversion gets through, the view-through request is blocked._ _Real browsers, default settings unless stated. Tested on 30 September 2026._ What do blocked tags cost you? Put in your ad spend, orders and margin, and see your ROAS and POAS change. What missed conversions cost you, per month - Ad spend - Conversions in Google Ads - Average order value - Gross margin - Orders your tags miss +17.6% ROAS and POAS once every conversion reaches Google Ads: 88 orders and €7,500 a month that Smart Bidding now doesn’t see. _Estimate. Assumes missed orders have the same average order value as the ones Google Ads sees._ - [Calculate your impact](https://www.productmetrics.io/ad-blocker-conversion-tracking#your-numbers) - [How we tested](https://www.productmetrics.io/ad-blocker-conversion-tracking#how-it-works) - [How Product Metrics: Full Signal Server-side Tracking works](https://www.productmetrics.io/server-side-tracking) ## Real browsers, real blockers. Nothing simulated. - **Real browsers.** Brave and Chrome with each blocker installed, loading every tag the way a shop does, from a public page. - **Blocked or through.** A tag counts as blocked when the browser stops it or the blocker swaps it for an empty stand-in. Any answer from the tag’s server means it got through. - **On your own domain.** The Product Metrics: Full Signal Server-side Tracking request goes to a unique first-party path, the way it runs on your shop. It got through in every run. - **Your own browser.** Pick Your browser to send the same requests live, without cookies. The result stays on your screen. Setups tested - uBlock Origin: uBlock Origin Lite 2026.930.1227 in Brave and Chrome, default settings. - AdBlock: AdBlock 6.47.0 in Brave and Chrome, default settings (Acceptable Ads on). - Brave: Brave 1.96 Shields, standard mode. - AdGuard: AdGuard 5.5.2.3 in Brave and Chrome with Tracking Protection on (off by default in the browser extension). - VPN / DNS: AdGuard DNS, the kind of hostname blocking VPNs and DNS blockers use. - Safari ITP: Safari Intelligent Tracking Prevention: tags load, their cookies expire after 7 days. ## Questions about blocked tracking. Anything else? Ask Berend. ### Why do ad blockers block conversion tracking? Ad blockers use filter lists of known ad and tracking hosts. Google Ads, Google Analytics and most tracking tools load from those hosts, so the request is stopped in the browser and the order never reaches Google Ads. ### Which ad blockers block Google Ads conversion tracking? In our tests, uBlock Origin, Brave and AdGuard with Tracking Protection block the Google Ads tag and its conversion hit. AdBlock lets both through by default, and a DNS blocker stops only the view-through request. ### Does uBlock Origin block Google Ads and GA4 tracking? Yes. In our test, uBlock Origin blocked all 10 standard tags, Google Ads conversions and GA4 included. Setup: uBlock Origin Lite 2026.930.1227 in Brave and Chrome, default settings. Product Metrics: Full Signal Server-side Tracking got through. ### Does AdBlock block Google Ads and GA4 tracking? In our test, AdBlock blocked 1 of 10 standard tags: Meta Pixel. Google Tag Manager, Google Analytics 4, Google Ads tag, Google Ads conversion, ProfitMetrics, TrackBee, Microsoft Advertising UET, TikTok Pixel and Pinterest Tag got through. Setup: AdBlock 6.47.0 in Brave and Chrome, default settings (Acceptable Ads on). Product Metrics: Full Signal Server-side Tracking got through. ### Does Brave block Google Ads and GA4 tracking? Yes. In our test, Brave blocked all 10 standard tags, Google Ads conversions and GA4 included. Setup: Brave 1.96 Shields, standard mode. Product Metrics: Full Signal Server-side Tracking got through. ### Does AdGuard block Google Ads and GA4 tracking? In our test, AdGuard blocked 8 of 10 standard tags: Google Tag Manager, Google Analytics 4, Google Ads tag, Google Ads conversion, Meta Pixel, Microsoft Advertising UET, TikTok Pixel and Pinterest Tag. ProfitMetrics and TrackBee got through. Setup: AdGuard 5.5.2.3 in Brave and Chrome with Tracking Protection on (off by default in the browser extension). Product Metrics: Full Signal Server-side Tracking got through. ### Do VPNs and DNS blockers block conversion tracking? In our test, AdGuard DNS blocked 3 of 10 standard tags: Google Analytics 4, ProfitMetrics and TikTok Pixel. It partly blocked the Google Ads conversion: the conversion got through, the view-through request didn’t. Google Tag Manager, Google Ads tag, TrackBee, Meta Pixel, Microsoft Advertising UET and Pinterest Tag got through. Setup: AdGuard DNS, the kind of hostname blocking VPNs and DNS blockers use. Product Metrics: Full Signal Server-side Tracking got through. ### Do ad blockers block Google Analytics 4? In our test, uBlock Origin, Brave, AdGuard and VPN / DNS blocked Google Analytics 4. AdBlock let it through. Safari ITP lets GA4 load but cuts its cookies to 7 days. Product Metrics: Full Signal Server-side Tracking got through every blocker. ### Does Safari ITP block conversion tracking? Yes, through cookies. Safari’s Intelligent Tracking Prevention lets the tags load, but the cookies they set expire after 7 days, so a purchase a week after the click loses its ad. Product Metrics: Full Signal Server-side Tracking sets its cookie from your own domain and keeps it 30 days. ### Does server-side tracking get past ad blockers? Not by itself. Server-side tracking moves the work to a server, but the browser still has to send the visitor’s data to it, and a blocker stops that request when it goes to a known tracking host or a recognisable script path. An endpoint on a unique path on your own domain gives filter lists nothing to match, which is why Product Metrics: Full Signal Server-side Tracking got through in every run. ### Why does Product Metrics: Full Signal Server-side Tracking get through? It runs on a unique endpoint on your own domain, so there is no tracking host for a list to match. If that endpoint is ever blocked, it auto-rotates to a fresh one. ### Does getting past ad blockers get around consent? No. Product Metrics: Full Signal Server-side Tracking reads the visitor’s consent choice before sending anything. Declined consent stays declined. ### How do I check how many conversions ad blockers cost my shop? Compare the orders in your shop admin with the conversions Google Ads reports for the same period, and read the gap as an upper bound: declined consent and attribution rules widen it too. Ad blockers are one cause, and their share depends on your audience and devices. Put your own share in the calculator to see what it does to ROAS and POAS. ### Where does the 15% come from? It’s a starting assumption, not a measurement of your shop. The real share depends on your audience and their devices, so set your own and watch ROAS and POAS change. ## Related pages. - [Enhanced conversions vs server-side tracking](https://www.productmetrics.io/blog/enhanced-conversions-vs-server-side-tracking): What each fixes, and what the blocker lab showed. - [Google tag gateway vs server-side tagging](https://www.productmetrics.io/blog/google-tag-gateway-vs-server-side-tagging): What each does, what it costs, and what Google does not document. - [What is a good ROAS?](https://www.productmetrics.io/blog/what-is-a-good-roas): Read your ROAS against each product’s own break-even. ## Every click, every conversion, back in Google Ads. Start with a free analysis of your products, then add Product Metrics: Full Signal Server-side Tracking. - [Analyse your products for free](https://app.productmetrics.io/) - [Find your hidden profit](https://www.productmetrics.io/pricing#calculator) - [Book a demo](https://cal.com/berend-vrakking/demo) --- Published by Product Metrics (Berend Vrakking, founder). HTML version: https://www.productmetrics.io/ad-blocker-conversion-tracking