How real is real-user measurement?
summary
Real-user measurement faces widespread blocking: RUM tags are often suppressed by ad blockers so collected data misses a segment of users. About 650 million devices were blocking ads in 2016, common blockers include browser extensions and network filters like Pi-hole, and filter lists such as EasyList explicitly block many RUM endpoints. Practical responses are limited: request whitelisting, negotiate a CNAME so the RUM script appears on your domain, or accept biased RUM and supplement with controlled synthetic tests.
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