How does Brave browser impact email attribution and Google Analytics?
Summary
What email marketers say9Marketer opinions
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.
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.
Email marketer from Reddit user u/TechSavvy says that Brave browser, by default, blocks Google Analytics scripts, leading to underreported data in GA. They state businesses need to consider alternative attribution methods or accept inaccuracies.
Email marketer from TechTarget responds that Brave's built-in ad blocker prevents third-party tracking cookies and scripts from loading, directly impacting the accuracy of web analytics tools like Google Analytics. Because users are not being tracked, data is skewed.
Marketer from Email Geeks shares a link to a website that compares link decoration, cookie lifetime and localStorage cleansing between browsers, including Brave: https://www.cookiestatus.com/
Marketer from Email Geeks explains that Brave browser mostly works like traditional ad blockers, causing Google Analytics scripts to fail to load. He is not aware of any link modification functionality but suggests easy testing.
Email marketer from How-To Geek explains that Brave Browser automatically blocks trackers and ads by default through its Brave Shields feature. This affects attribution models that rely on tracking scripts.
Email marketer from Medium explains that Brave browser blocks Google Analytics by default, affecting data accuracy. He shares that businesses relying solely on GA will see skewed results, underreporting website traffic and conversions.
Marketer from Email Geeks shares that with Brave's market share being only 0.05%, it is likely not worth the effort to try to overcome its privacy features. It's more important to acknowledge that reported analytics may not be fully accurate due to ad blockers and other factors.
What the experts say2Expert opinions
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.
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.
What the documentation says3Technical articles
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.
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.
Documentation from Ghostery details how tracker blocking impacts web analytics. Brave (using similar mechanisms) inhibits GA's ability to accurately measure user behavior.