Metrica has started to collect information about the use of ad blockers among website users. We don't determine what specific blocking program is used, but rather whether or not one is present.
The new report is available in the Technology section. Ad blocking data can also serve as a segmentation criterion: you can compare how users who viewed your ad behaved in comparison with those who didn't.
The percentage of users with ad blockers can also be used as a metric. For example, if you display this figure in a separate column of any report, you can find out how popular ad blockers are in relation to specific browsers or traffic sources.
According to our data, approximately 9.6% of users currently have ad blockers installed. This percentage can vary significantly, however, depending on the website.
For more information about the new report, read the help section.