How does VPN use affect my website?
So, the UK experienced a massive growth in VPN use this summer (BBC, July 2025). As users scramble for online privacy post the implementation of the Online Safety Act. This author isn’t judging VPN use, but I do want to look at a side impact of this disruptor to Digital Marketers. Which is getting reliable data to make decisions about your web properties when attribution modelling has become slightly more difficult.
TL;DR
We haven’t seen a huge drop in traffic for most of our clients. And as research by authentic8.com in 2020 shows VPN and Incognito Mode don’t completely conceal your online identity. So whilst it isn’t the attribution apocalypse predicted, in truth, it will most likely be skewing your KPIs and using a CRM is a far more reliable way to attribute marketing ROI in a multi-touchpoint world. If you’re new to CRM, Talk to us about getting you up and running with a Launchpad CRM.
The UK’s Surge in VPN use maybe hurting your marketing efforts.
This Blog has been split into parts, feel free to jump to the section you need.
- The Rise of VPNs in the UK
- Why VPN Use Breaks Attribution Models
- What Can You Do?
- Reclaim Attribution
Attribution is the backbone of modern marketing. Knowing where your leads come from, which channels are working, and what campaigns drive ROI is essential for growth. But in the UK, a silent disruptor is making that harder than ever: the widespread adoption of VPNs.
As more users mask their location and browsing behaviour, traditional analytics and tracking tools are falling short. For UK businesses, this isn’t just a technical hiccup, it’s a strategic blind spot.
Let’s explore how VPN usage is affecting your marketing performance data, and why using a CRM system like HubSpot can give you the edge you need.
The Rise of VPNs in the UK
Whether it’s for streaming content, privacy concerns, or evading cookie tracking, VPN adoption in the UK has surged in recent years. In fact:
- Almost 50% of UK internet users regularly used a VPN before the Online Safety Act. (Forbes, June 2025)
- VPNs obscure IP addresses, device details, and browsing location.
- They often block cookies, including the ones marketers rely on for attribution.
For marketing teams, this means one thing: your analytics are getting fuzzier.
Why VPN Use Breaks Attribution Models
Here’s what happens when a prospect visits your website using a VPN:
- Their IP address might point to another country, causing location-based targeting or reporting to misfire.
- UTM parameters and cookie tracking might be blocked or reset, severing the link between ads and outcomes.
- Visits might appear as direct traffic, lumped in with untracked or dark traffic sources.
- Multitouch attribution models start to lose context, especially when VPN users switch devices or browsers.
In short: your data becomes fragmented, your dashboards get misleading, and your ROI looks worse than it actually is.
So What Can You Do? Start with First-Party Data in a CRM
When attribution gets murky, first-party data becomes your north star. That’s where CRM systems like HubSpot come in.
HubSpot helps UK businesses take back control by focusing on what matters
How HubSpot CRM Helps You Reclaim Attribution
1. Centralised Contact Timeline
Every interaction, whether via form submission, email, chat, or meeting, is logged against a known contact. This means even if a user’s VPN hides their origin, you still capture and connect the intent once they convert.
2. Cookie-less Tracking with HubSpot Forms
When someone fills out a HubSpot form, their data is tied to a contact record regardless of VPN use. From that moment, you can track lifecycle stages, marketing touchpoints, and conversions internally, no third-party cookies needed.
3. Integrations with Paid Media
HubSpot’s native integrations with Google Ads, Facebook, and LinkedIn help bring visibility back to paid channels, even when external attribution breaks. Use offline conversions to tell Google what worked, even if the original session was anonymised.
4. Custom Properties and Lifecycle Segmentation
Tag leads based on campaigns, events, or journeys using internal CRM logic, not just web sessions. This keeps attribution human-centred and business-relevant, not just device-based.
5. Multi-touch Attribution Reporting (the right way)
HubSpot’s attribution models focus on known interactions from real people. Instead of guessing where traffic came from, you’ll get a fuller picture based on your actual contact activity.
Final Thoughts: Don’t Let VPNs Derail Your Strategy
As privacy tools become the norm, businesses must adapt. Relying solely on traditional analytics or ad platform dashboards is no longer enough, especially in markets like the UK, where VPN use is high and growing.
The answer isn’t to track harder. It’s to track smarter.
By investing in CRM-first marketing, UK businesses can build resilient, data-driven strategies that thrive in a privacy-first world. HubSpot helps you do exactly that, bridging the gap between visibility and value.