Summary
Brave browser, with its built-in ad and tracker blocker (Brave Shields), significantly impacts the accuracy of email attribution and Google Analytics data. It blocks Google Analytics scripts and third-party tracking cookies by default, causing underreporting of website traffic and conversions. While the browser's market share is relatively low, the trend towards privacy-focused browsing is growing. Experts agree that it's generally not worth trying to circumvent these privacy features, and suggest alternative attribution methods, accepting data inaccuracies, and focusing on building direct relationships with the audience. Official documentation confirms that Brave's mechanisms directly impede GA's data collection process. A sustainable long-term strategy involves providing value and adapting strategies to respect user privacy.
Key findings
- GA Blocking: Brave browser blocks Google Analytics scripts by default, leading to underreporting in GA data.
- Ad & Tracker Blocking: Brave's built-in ad and tracker blocker prevents third-party tracking cookies and scripts from loading, inhibiting data collection.
- Data Skewing: The blocking of trackers results in skewed data, impacting the accuracy of attribution models and web analytics.
- Low Market Share (but Growing Trend): While Brave's market share is currently low, the trend towards privacy-focused browsing is likely to continue.
- Privacy Priority: It's becoming increasingly important to respect user privacy preferences, rather than trying to circumvent them, as users are actively choosing privacy-focused options.
- Direct Relationship Importance: Building a direct relationship with the audience is crucial in a privacy-conscious environment where traditional tracking is less reliable.
Key considerations
- Alternative Attribution: Explore and implement alternative attribution methods to compensate for data loss from Brave and other ad blockers; consider server-side tracking or cookieless tracking solutions.
- Data Accuracy Acknowledgment: Acknowledge and accept that Google Analytics data may not be fully accurate due to privacy browsers and ad blockers, and adjust reporting and decision-making accordingly.
- Direct Relationship Focus: Prioritize building direct relationships with your audience (e.g., email lists, customer loyalty programs) to reduce reliance on third-party tracking data; focus on providing value and earning trust.
- Adapt Strategies: Adapt email marketing and web analytics strategies to respect user privacy and comply with privacy regulations (e.g., GDPR, CCPA).
- Value-Driven Marketing: Focus on providing value to users through content, offers, and experiences to encourage engagement and loyalty, which can provide alternative metrics and insights.
- Explore Cookieless Solutions: Investigate and implement cookieless tracking and analytics solutions to minimize the impact of privacy-focused browsers and ad blockers; consider aggregated and anonymized data analysis.
What email marketers say
9 marketer opinions
Brave browser, with its built-in ad and tracker blocker (Brave Shields), significantly impacts the accuracy of email attribution and Google Analytics data. It blocks Google Analytics scripts and third-party tracking cookies by default, causing underreporting of website traffic and conversions. Experts agree that it's generally not worth trying to circumvent these privacy features, and suggest alternative attribution methods or accepting data inaccuracies. Focusing on direct relationships and respecting user privacy are becoming increasingly important strategies.
Key opinions
- GA Blocking: Brave browser blocks Google Analytics scripts by default, leading to underreporting in GA.
- Ad Blocking: Brave's built-in ad blocker prevents third-party tracking cookies and scripts from loading.
- Data Skewing: The blocking of trackers results in skewed data, impacting attribution models.
- Low Market Share: Brave's market share is relatively low, making it less critical to solve the issue directly.
- Respect Privacy: It's becoming increasingly important to respect user privacy preferences, rather than trying to circumvent them.
Key considerations
- Alternative Attribution: Explore alternative attribution methods to compensate for data loss from Brave and other ad blockers.
- Data Accuracy: Acknowledge and accept that Google Analytics data may not be fully accurate due to privacy browsers and ad blockers.
- Direct Relationships: Focus on building direct relationships with your audience to reduce reliance on third-party tracking.
- Javascript Methods: Consider if the Javascript methods still get the data required.
Marketer view
Email marketer from StackOverflow explains that brave blocks Javascript analytics requests, so the data never reaches GA. He explains that alternative methods will have to be used for full coverage.
13 Apr 2024 - StackOverflow
Marketer view
Marketer from Email Geeks shares that it's a losing battle to try to defeat privacy features. They state that people choose Brave because they want more privacy so you should respect their wishes.
8 Jun 2022 - Email Geeks
What the experts say
2 expert opinions
While Brave's impact on traditional analytics is acknowledged, emphasis is placed on the long-term sustainability of building direct audience relationships and providing value. There are suggestions that reported MAU figures for Brave might be inflated and not indicative of long-term user retention, indicating less widespread impact than claimed. Respecting user privacy and adapting strategies accordingly is a key takeaway.
Key opinions
- Questionable MAU: Brave's reported Monthly Active User (MAU) numbers might be inflated, potentially masking high churn rates.
- Value Focus: Providing value to the audience is more sustainable than solely relying on traditional analytics impacted by privacy browsers.
- Direct Relationships: Building a direct relationship with the audience is crucial in a privacy-conscious environment.
- Adapt Strategies: Adapt email marketing strategies to respect user privacy rather than trying to bypass it.
Key considerations
- Re-evaluate Metrics: Re-evaluate the reliance on traditional analytics metrics, considering their limitations in a privacy-focused ecosystem.
- Retention vs. Acquisition: Focus on user retention and engagement rather than solely on acquiring new users, especially when acquisition metrics are uncertain.
- Privacy-First Approach: Adopt a privacy-first approach in email marketing, prioritizing user consent and data protection.
- Alternative Engagement: Explore alternative ways to measure engagement and success beyond traditional analytics, such as surveys or direct feedback.
Expert view
Expert from Email Geeks expresses doubt about Brave's reported MAU (monthly active user) numbers. He suggests that many people who try Brave may not stick with it long-term and that MAU figures may be used to mask high churn.
14 Jul 2024 - Email Geeks
Expert view
Expert from Word to the Wise shares that while privacy browsers like Brave can impact traditional analytics, focusing on providing value and building a direct relationship with your audience is more sustainable in the long run. Adapt your strategies to respect user privacy rather than fighting it.
30 Aug 2023 - Word to the Wise
What the documentation says
3 technical articles
Official documentation confirms that Brave's Brave Shields, along with other tracker blockers like Ghostery, directly impede the data collection process used by Google Analytics. By blocking trackers and ads, these tools inhibit GA's ability to accurately measure user behavior and web analytics, leading to incomplete or skewed data.
Key findings
- Tracker Blocking: Brave Shields actively blocks trackers and ads that collect user data across the web.
- GA Impact: Tracker blocking directly impacts the data collection process of Google Analytics.
- Measurement Limitation: Ad and tracker blockers, like those found in Brave and Ghostery, limit GA's ability to accurately measure user behavior.
Key considerations
- Data Incompleteness: Acknowledge that web analytics data from Google Analytics may be incomplete due to tracker blocking.
- Alternative Metrics: Explore alternative metrics and methods for measuring user behavior that are less reliant on traditional tracking.
- Privacy Compliance: Prioritize user privacy and data protection when implementing any web analytics strategy.
Technical article
Documentation from Google Analytics Help outlines the data collection methods used by GA. The documentation confirms that ad blockers, like Brave, are a limitation when collecting data.
18 Jul 2022 - Google Analytics Help
Technical article
Documentation from Brave explains that Brave Shields blocks trackers and ads that collect data across the web. This functionality directly impacts GA as it disrupts the data collection process.
6 Mar 2022 - Brave Browser Help Center
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