In the following image you can see how 75% of users accept cookies vs 25% who do not accept cookies (Data: December 2020, when we wrote this post is 35% accept cookies 65% don’t accept cookies). What we are saying is that according to interviews and clients, they have average percentages that range between 20% and 30% of users who do not accept cookies.
On the other hand, we find extreme cases of digital businesses where 85% do NOT accept cookies, incredible!
The even more important problem is that 75% who accept cookies. According to our customer analysis, especially the eCommerce sector, 50% of users who accept cookies, accept them after the 2nd page viewed! This causes Google Analytics to classify this traffic as Direct, because it doesn’t know the user’s referrer.
| Accept Cookies (75%) | Do not accept cookies | |
| 50% | 50% | 25% |
| Accept cookies on the 1st page viewed.Only 37.5% of the measured traffic is “real”, but it is adulterated by the Direct traffic fake | Accept cookies on the 2nd page viewed.All this traffic is classified by GA as Direct traffic.All pages prior to acceptance are lost. | Percentage that will increase due to evangelization.Tracking difficulties from iOS14 |
75% of users who accept cookies are an approximate. It is estimated that 30% of the population has an adblocker installed.
