Few organizations have dealt with the growing problem of under-reported traffic. Ad blockers block more than ads. They’re commonly configured to circumvent site analytics as well. Given the exponential adoption of ad blocking technology, your site analytics could be missing out on 30% of visitor activity in 2017. This battle between publishers and the web-browsing public has a long way to go. Will leading websites prevent visits from ad-blocking users en masse? Will paid subscriptions become more commonplace for everybody’s favorite sites? We have a hunch about how it will end: two can play the game of blocking. While this conflict plays out, if you’re wondering why your traffic is dwindling and interested in ways to measure all of it, let’s talk.