1. A computer-implemented method comprising: detecting internet protocol (IP) addresses for each of multiple different user devices that are connected to a network; determining that the detected IP addresses are within a range of IP addresses corresponding to a same network access device; determining, based on the detected IP addresses being within the range of the IP addresses corresponding to the same network access device, that it is appropriate to cluster network activity of the multiple different user devices based on the multiple different user devices accessing the Internet with the same network access device; in response to the determination that it is appropriate to cluster network activity of the multiple different user devices: generating a list of the IP addresses of the multiple different user devices that are included in a cluster of devices; aggregating network activity data for each of the multiple different user devices having IP addresses that are included in the list of the IP addresses; providing, to a user, information specifying that the network activity of a particular user device is being aggregated with the network activity of other user devices among the multiple different user devices; and in response to the user exercising an option to not aggregate the network activity of the particular user device with the network activity of the other user devices, removing the network activity of the particular user device from the aggregated network activity; after removing the network activity of the particular user device from the aggregated network activity, receiving a request for content from one user device of the multiple different user devices; and responding to the request, including generating and providing a response to the request based, at least in part, on the aggregated network activity that remains after removing the network activity of the particular user device.